The Power of Selling Your Sawdust: Turning Existing Assets into Revenue

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04/11/25 • 54 min

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Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities.

In this episode, Troy Dean sits down with Simon Kelly, CEO and Head of Growth at Seriously Good Design, to explore the powerful concept of content assets. They discuss how to transform your existing content into revenue-generating machines, why most businesses are sitting on untapped gold mines of valuable assets, and the critical difference between creating "content" versus building "content assets." Simon shares practical examples from his own agency success while Troy reveals the content asset strategy that built his entire business.

If you're tired of creating content that gets fleeting attention but doesn't drive revenue, this episode reveals exactly how to build and leverage content assets that create real business growth and client value.

What You'll Learn

The Critical Difference Between Content and Content Assets – Why most content disappears while assets keep generating value
How to Transform Your Agency Knowledge Into Sellable Assets – Practical examples from real agencies
The "Sell Your Sawdust" Strategy – How to monetize the byproducts of your everyday work
Why Most Agencies Miss Revenue Opportunities – The hidden assets you already have but aren't leveraging
Low-Ticket Funnel Secrets – How to use small purchases to create high-ticket clients
Creating a Content Asset Ecosystem – Building assets for each stage of your customer journey
The Personalization Premium – Why clients will pay top dollar for personalized insights

Handy Links:

MavCon - https://mvrx.link/mavcon
Simon’s Web Design Process - https://sgd.com.au/our-web-design-process/
Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/
E2M Solutions - https://www.e2msolutions.com/agency-mavericks
WP Remote - https://wpremote.com

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Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities.

What You'll Learn

The Critical Difference Between Content and Content Assets – Why most content disappears while assets keep generating value
How to Transform Your Agency Knowledge Into Sellable Assets – Practical examples from real agencies
The "Sell Your Sawdust" Strategy – How to monetize the byproducts of your everyday work
Why Most Agencies Miss Revenue Opportunities – The hidden assets you already have but aren't leveraging
Low-Ticket Funnel Secrets – How to use small purchases to create high-ticket clients
Creating a Content Asset Ecosystem – Building assets for each stage of your customer journey
The Personalization Premium – Why clients will pay top dollar for personalized insights

Handy Links:

Follow us on the socials:

Previous Episode

How In-House Marketing Teams Are Evolving with Kasper Seirslev

1 Recommendations

Welcome back to The Agency Hour podcast, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities.

In this episode, Johnny Flash welcomes Kasper Sierlev, Chief Creative Officer at ZITE, all the way from Copenhagen, Denmark. They dive deep into the evolving relationship between in-house marketing teams and external agencies, unpacking surprising insights from Zite's in-house Marketing Barometer report that surveyed over 1,000 marketing professionals.

Discover how the creative landscape is shifting, why collaboration is replacing the traditional agency model, and how to position your agency as an essential partner rather than just a vendor. Plus, learn why treating your own agency like a client could be the key to unlocking long-term growth with your clients.

What You'll Learn:

The Rise of In-House Creative Teams - Understand how 65-70% of companies now have some form of in-house agency and what this means for external agencies
The Collaboration Advantage - Learn why sitting together with clients to develop ideas creates stronger buy-in than the traditional "big reveal" approach
Quality Over Quantity - Discover why creating fewer but more impactful creative pieces is becoming essential in an AI-saturated content landscape
Building Long-Term Client Relationships - Practical strategies for maintaining valuable client partnerships through measurement, recognition, and collaboration
Marketing Your Own Agency - How to overcome the common challenge of neglecting your own marketing while serving clients
The Future of Creativity - Why real-world experiences and genuine creativity will stand out in an AI-dominated future

Handy Links:

Kasper Linkedin - https://www.linkedin.com/in/kaspersierslev/?originalSubdomain=dk ZITE website - https://zite.agency
The AI Advantage - https://go.agencymavericks.com/event-ai-implementation (Virtual event)
E2M Solutions - https://www.e2msolutions.com/agency-mavericks
WP Remote - https://wpremote.com

Follow us on the socials:

Next Episode

Build a Website that Sells: Turning Clicks Into Clients

Stop treating your website like a brochure! Most businesses invest heavily in content creation but fail to evolve their website based on real customer conversations. Meanwhile, they're spending countless hours on social media and sales outreach without leveraging those insights to improve their most valuable digital asset.

Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities.

In this episode of The Agency Hour, Troy Dean sits down with Simon Kelly, CEO and Head of Growth at SGD, to explore how to transform your website from a static brochure into a powerful sales asset that gains value over time.

You'll discover:

Why your website is the only platform you truly control in a digital landscape
How to incorporate sales conversation insights into your website content
The importance of focusing on bottom-of-funnel content for maximum ROI
Why consistency and "mastering the mundane" beats chasing marketing tricks
Practical tips for creating one high-impact piece of content weekly

The most successful agencies aren't looking for marketing shortcuts—they're systematically improving their websites based on real customer interactions, building a valuable asset that works for them 24/7.

What You'll Learn

Website as an Asset vs. Brochure - Most businesses treat their website like a static brochure instead of a dynamic sales tool that gains value over time through continuous improvement.
Focus on Bottom-of-Funnel Content - Target the 5% of prospects ready to buy rather than the 95% who aren't ready; this provides the highest ROI for your content efforts.
Accurate Business Representation - Your website must first accurately represent what your business does before any other improvements can be effective.
Content Creation Strategy - Commit to creating one high-quality piece of content weekly that addresses common questions, shifts beliefs, and includes a call to action.
Multiple Marketing Channels - Don't rely on a single platform; use at least two channels (LinkedIn and YouTube recommended for B2B) to protect against platform changes.
Website as the Mothership - Use social platforms to attract attention but always direct traffic back to your website where you control the user experience and conversion process.
Practical Action Item - Update your FAQs and process pages based on questions that arise in sales calls to preemptively address objections for future prospects.