AGENCYSURVEY2019 CONTE NT MAR KETI NG I NSTITUTE 2m WELCOME ...............................................................................................................................................................................................3m KEY FINDINGS .........................................................................................................................................................................................4m PART 1 COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED ..........................................................................................5 Full scope of content marketing services vs. specialized service(s) related to content marketingm PART 2 ADDITIONAL INFORMATION ON AGENCIES OFFERING A FULL SCOPE OF CONTENT MARKETING SERVICES ........................................ 14m PART 3 CHALLENGES: FULL-SCOPE AGENCIES ................................................................................................................................................. 23 CHALLENGES: SPECIALIZED AGENCIES ................................................................................................................................................ 26m METHODOLOGY/DEMOGRAPHICS ......................................................................................................................................................... 28m ABOUT .................................................................................................................................................................................................. 31TABLE OF CONTENTSSURVEY TERM DEFINITIONSContent Marketing—A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. Content marketing includes activities such as strategy, content creation, distribution, and measurement for earned, owned, and paid media.Report TermsFull-scope Agency—An agency that offers a full scope of content marketing services (e.g., as a standalone agency or part of a large or lead agency)Specialized Agency—An agency that offers a specialized service(s) related to content marketing (e.g., SEO, social media, video production, email marketing)3Welcome to the 2019 Content Marketing Institute Agency Survey report. This is the first study CMI has undertaken to learn specifically about the content marketing services agencies offer. Among the questions we had been hearing in the market: How many agencies have embraced content marketing as a service offering? How long have they been offering content marketing services? What types of services do they offer? What are their biggest challenges when working with clients?The agency landscape is complex. With that in mind, we designed the survey to group respondents into two pools: Those who indicated their agencies offer a full scope of content marketing services (e.g., as a standalone agency or part of a large or lead agency)—the report refers to these as “full-scope agencies” Those who indicated their agencies offer a specialized service(s) related to content marketing (e.g., SEO, social media, video production, email marketing)—the report refers to these as “specialized agencies” We asked both groups the same questions early in the survey, and half-way through posed unique questions to the full-scope agency respondents.How to Read This ReportPart 1 provides comparisons of the full-scope vs. specialized agencies. Part 2 provides additional information on the full-scope agencies.Sixty-one percent of respondents indicated they were from full-scope agencies and 37% indicated specialized agencies (see page 6). Therefore, keep the different bases in mind as you view the comparisons in Part 1.Part 3 shows challenges faced by both types of agency respondents.WELCOME4KEY FINDINGSAgencies are not new to content marketing.Nearly half of all respondents report their agencies have been offering content marketing services for 7+ years.There is some reliance on content marketing as a total of agency business.Content marketing comprises 50% or more of all respondents’ total agency business.Organizations of all sizes seek content marketing services from agencies.Full-scope agency respondents provide content marketing services to more large and midsize organizations, while specialized agencies are more likely to serve small organizations.Most agencies rely heavily on word-of-mouth referrals to generate new content marketing business.The top nonpaid source for generating new content marketing business among all respondents is word-of-mouth referrals, followed by agency blog/websites and in-person events/networking.They’re feeling successful.Almost three out of four (73%) say their agency is extremely/very successful in achieving their clients’ content marketing goals.They’re adding more content marketing services and clients.Nearl...
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