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 shoppers’ content material wants.
Those are among the findings in the newly launched Content Marketing Institute 2019 Agency Survey carried out 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 recent 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 client 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 forms 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 shoppers than they did one 12 months in the past and 36% say their shopper base has stayed the identical. Only 2% noticed their shopper 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 right 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 professionals surveyed are serving extra #contentmarketing shoppers than 1 12 months in the past. @CMIContent #analysis Click To Tweet
Factoring these outcomes with different analysis reveals alternative for companies to additional broaden their podcast, webinar, and live-experience choices. To make the case to your company to develop its companies, take into account these details:
If your company expands its service record to include these much less regularly provided ways, listed below are a couple of articles that will help you make the soar:
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 professionals work on #content material for prime of funnel; 61% do for the client loyalty stage. @CMIContent #analysis Click To Tweet
Here are a pair details to assist persuade your company executives or your shoppers 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 shoppers’ 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 probably 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 stated 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 crucial to enterprise improvement.
These articles will help you enhance your unpaid enterprise turbines:
Agencies face many challenges
Your company challenges are probably not distinctive. Many feedback from respondents about their hurdles middle on the notion that shoppers lack understanding about content material advertising and marketing. Here’s a sampling of challenges they face:
- Getting shoppers to know what content material advertising and marketing is about and that it’s not a sell-first mentality.
- Getting the shopper 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 shoppers a greater understanding of content material advertising and marketing:
Other responses famous value/price range and technique points, the usage of a number of companies, measurement/ROI, discovering good writers, and others. Read the detailed report back to see how lots of the verbatim responses you possibly can relate to.
You can also obtain the report back to study extra in regards to the breadth of companies companies provide their shoppers, how they workers these companies, the ways they depend on, and extra. Plus, see how full-service companies and specialised companies evaluate 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. Three-6. See the company programming particulars to study extra, together with particulars on an agency-only blissful hour. Use code CMIBLOG to save lots of $100 on registration.
Cover picture by Joseph Kalinowski/Content Marketing Institute