Agencies are banking on content material advertising and marketing. More than half report that just about half their enterprise is in content material advertising and marketing companies and plenty of really feel assured they’re efficiently assembly purchasers’ content material wants.
Those are among the findings in the newly launched Content Marketing Institute 2019 Agency Survey performed in March and April. This survey expands CMI’s earlier company analysis, which had solely centered on how companies use content material for their very own advertising and marketing.
The new outcomes additionally reveal some contemporary alternatives for a lot of companies offering full-service or specialised content material advertising and marketing, in areas that stretch from content material codecs to phases in the customer journey.
Read the complete report back to study extra about what full-service companies (highlights under) in addition to specialised companies (e.g., web optimization, video, social media) are doing.
Agency expertise and progress
About half of respondents representing each varieties of companies say their company has been providing content material advertising and marketing companies for seven or extra years, and that content material advertising and marketing companies comprise almost 50% of their enterprise.
#Contentmarketing is almost 50% of #company enterprise amongst companies that provide the companies. @CMIContent #analysis Click To Tweet
Among the full-service respondents, 62% say they’re serving extra content material advertising and marketing purchasers than they did one 12 months in the past and 36% say their consumer base has stayed the identical. Only 2% noticed their consumer load decline. Nearly 70% say their company has elevated the breadth of content material advertising and marketing companies provided in the final 12 months. Drilling all the way down to companies provided, solely 31% of full-service companies provide podcast companies, 38% do webinars, and 45% deal with reside experiences.
62% of company execs surveyed are serving extra #contentmarketing purchasers than 1 12 months in the past. @CMIContent #analysis Click To Tweet
Factoring these outcomes with different analysis reveals alternative for companies to additional increase their podcast, webinar, and live-experience choices. To make the case on your company to develop its companies, take into account these information:
If your company expands its service listing to include these much less ceaselessly provided ways, listed below are just a few articles that will help you make the bounce:
Focus on the underside of the funnel
Almost all full-service companies work on content material advertising and marketing for the highest (97%) and center (90%) of the client journey funnel. Yet, fewer than two-thirds (61%) concentrate on the client loyalty stage.
97% of company execs work on #content material for high of funnel; 61% do for the client loyalty stage. @CMIContent #analysis Click To Tweet
Here are a pair information to assist persuade your company executives or your purchasers on the worth of bottom-of-the-funnel content material advertising and marketing companies:
And, as soon as they’re satisfied, these articles will help you go deeper into the customer-loyalty-stage content material:
Success and extra of it
Almost three out of 4 (73%) say their full-service company is extraordinarily/very profitable in attaining their purchasers’ content material advertising and marketing targets. That’s notably excellent news since word-of-mouth referrals are by far the highest nonpaid supply for producing new content material marketing-related enterprise.
Word of mouth is essentially the most frequent supply of latest #content material enterprise for companies. @CMIContent #analysis Click To Tweet
Given that solely a bit greater than half of respondents mentioned their full-service companies (56%) pay to draw new content material advertising and marketing enterprise, unpaid sources – together with company blogs, in-person occasions, thought management, company recognition, and different ways – are essential to enterprise growth.
These articles will help you enhance your unpaid enterprise mills:
Agencies face many challenges
Your company challenges are doubtless not distinctive. Many feedback from respondents about their hurdles heart on the notion that purchasers lack understanding about content material advertising and marketing. Here’s a sampling of challenges they face:
- Getting purchasers to grasp what content material advertising and marketing is about and that it’s not a sell-first mentality.
- Getting the consumer to place the client – reasonably than their product/service – first.
- Selling the worth of ongoing, optimized content material vs. campaign-based content material.
These articles will help you give your purchasers a greater understanding of content material advertising and marketing:
Other responses famous price/funds and technique points, using a number of companies, measurement/ROI, discovering good writers, and others. Read the detailed report back to see how most of the verbatim responses you possibly can relate to.
You can also obtain the report back to study extra concerning the breadth of companies companies provide their purchasers, how they workers these companies, the ways they depend on, and extra. Plus, see how full-service companies and specialised companies examine in their solutions.
To amplify your company’s content material advertising and marketing companies and success, plan to attend the Sept. three workshop led by CMI Chief Strategy Advisor Robert Rose. And be certain to attend the devoted company methods and branded content material tracks throughout Content Marketing World, Sept. 2-6. See the company programming particulars to study extra, together with particulars on an agency-only pleased hour. Use code CMIBLOG to avoid wasting $100 on registration.
Cover picture by Joseph Kalinowski/Content Marketing Institute