Two-thirds of agencies are now working with more content marketing clients compared to a year ago, according to the inaugural “Agency Survey” for 2019 published by Content Marketing Institute (CMI).
Content creation has become a major focus for brands in recent years, and agencies are well positioned to serve their needs, especially those with experience. The study found that 32% of agencies providing “full scope” services have now been doing so for ten or more years.
As agencies mature, so does their ability to provide high-quality and extensive services. Seven in ten have diversified to increase the breadth of their offerings during the last 12 months, and many are tapping into new trends to meet demands from clients and customers in B2C and B2B sectors.
“This is the first study CMI has undertaken to learn specifically about the content marketing services agencies offer. The agency landscape is complex, but it’s encouraging to see so many agencies buying into content marketing and the importance of meeting their clients’ content needs,” CMI’s VP of Marketing Cathy McPhillips said.
Agencies are successful in their efforts, as 73% of respondents believe that they are either “very” or “extremely” capable of achieving the objectives and goals set out by their clients. This success also snowballs into new leads as 72% say that “word-of-mouth referrals” are a major source for generating additional business.
The latest CMI study follows a report by We Are Social Media and Planable, which found that agency teams are better at producing five or more content pieces and multiple social media posts than their in-house counterparts.