Leverage through Content

Are you struggling to get enough focus and direction out of your staff?

You’re working too many hours, doing other people’s jobs. 

Or maybe everything is in your head, but not documented anywhere else?

This is why you need content (or documentation) for your agency. 

I went from working 60+ hours to just 5 hours a a week inside my agency, when I started to create the content my staff needed to thrive without me being involved in every single process. 

As a new parent this year, I couldn’t imagine going back to working through the evenings and weekends like I was before. 

I’m Nick Avaria, agency owner, and founder of Agency Acquisitions. As an agency owner and consultant, every week I share what’s working in my own agency and my clients’ to increase profits - without increasing the hours spent at your desk.

Here are the 7 types of content you should have internally at your agency to drive maximum leverage from your team. 

If you are below 5 million in revenue per year and are missing these 7 types of content, the missing items are likely why scale has become more difficult over time.

1. Onboarding per role at your agency (documents, videos, workflows, checklists)

2. Methodologies & Theory - Per department. Example for digital: theory and methodology behind meta ad buying, how different auctions work, etc. (create a mind map then shoot a video of you going through it)

3. Product SOPs - how to get each task of the work done and generate the best results for your customers (document + video + checklists)

4. Account Experience SOPs - Walking through client service standards and all the purpose of each client touchpoint from client onboarding to offboarding and everything in between (Documents + videos + checklist)

5. Dashboard SOPs - how to read the dashboards and how to make decisions based on them (document + video)

6. Values - Videos outlining the values and examples of how to use them every day and as a problem-solving tool (document + video)

7. Management methodology - Outline the standard method for management given the values of the business. Clearly outline under what conditions something is a management issue vs an employee issue (documents + videos)

We could go on to talk about all the back office items that need documentation (Finance, HR, IT, Legal, etc.) But these are items that become needed further down the agency timeline (5 million +in revenue). 

As a bonus, if you do #3 right (product SOPs) - you can re-package them and turn them into a DIY course you can sell to leads that don’t qualify for your main service.

Next week I’ll cover people and delegation and how to maximize leverage there. 

If you want to get ahead, check out this video on people leverage.

Next week I’ll write a full guide on how to maximize content leverage.

Looking at building dashboards and systems to see if you can create more leverage for your agency? Book a time in my calendar now to connect before to walk through the process in more detail.

Nick