{"id":13196,"date":"2019-02-20T06:59:49","date_gmt":"2019-02-20T06:59:49","guid":{"rendered":"https:\/\/contentmarketinginstitute.com\/?p=85672"},"modified":"2019-02-20T06:59:49","modified_gmt":"2019-02-20T06:59:49","slug":"do-agencies-practice-the-content-marketing-they-preach-new-research","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13196","title":{"rendered":"Do Agencies Practice the Content Marketing They Preach? [New Research]"},"content":{"rendered":"

\"\"<\/p>\n

Agencies are many content teams\u2019 best friends. Some supplement the work of internal teams. Others handle all aspects of the content creation, distribution, and promotion.<\/p>\n

Many create memorable, award-winning content<\/a> for their brand clients.<\/p>\n

But do agencies practice the content marketing practices they preach? How effective are they at using content marketing to attract and retain their own audiences and move them to profitable action?<\/p>\n

Our latest research report, Agency Content Marketing 2019: Benchmarks, Budgets, and Trends<\/strong><\/a>, answers these and other questions about how agencies use content marketing to promote their services.<\/p>\n

In October 2018, we released the B2B results from our ninth annual Content Marketing Institute\/MarketingProfs survey<\/a>. A total of 1,947 recipients from around the globe \u2013 representing a range of industries, functional areas, and company sizes \u2013 replied in June and July 2018.<\/p>\n

Of those who participated in the survey, 320 indicated they work for a for-profit agency and are directly involved with or oversee content marketing to market their agency\u2019s services. Here\u2019s what those respondents told us.<\/p>\n

Agencies are mature in their use of content marketing<\/h2>\n

In fact, 49% of those surveyed report that their agency is in the sophisticated\/mature phase of content marketing. The sophisticated phase is defined as \u201cproviding accurate measurement to the business, scaling across the organization\u201d and the mature phase as \u201cfinding success yet challenged with integration across the organization.\u201d Only 21% say they\u2019re in the young\/first steps phase and 29% are in the adolescent phase.<\/p>\n

49% of agencies say they\u2019re in sophisticated\/mature phase of #contentmarketing. @CMIContent #research<\/a><\/span> Click To Tweet<\/a><\/span><\/p>\n

Almost every brand uses a mix of advertising, traditional marketing, and content marketing today. It\u2019s nice to see agencies progressing in their use of content marketing in their marketing mix.<\/p>\n

\"\"<\/p>\n

Most consider their content marketing successful<\/h2>\n

Agency respondents report high levels of content marketing success: 32% say their agency\u2019s approach to content marketing is extremely\/very successful, while another 46% say it\u2019s moderately successful.<\/p>\n

Our research team looked closely at those who say their content marketing is extremely\/very successful. They are more likely to have a documented content marketing strategy<\/a> than those who report less success \u2013 that\u2019s a consistent finding across our research.<\/p>\n

\"\"<\/p>\n

Why is documentation critical? It fosters accountability. It aligns teams around a common mission or goal. Defining the agency\u2019s mission or niche is essential to differentiate it in a world with so many agencies, from the big powerhouses to the smallest boutiques. To paraphrase CMI founder Joe Pulizzi<\/a>, if your agency is trying to appeal to everybody, it\u2019s for nobody.<\/p>\n

If your agency is trying to appeal to everybody, it\u2019s for nobody, says @joepulizzi via @cmcphillips.<\/a><\/span> Click To Tweet<\/a><\/span><\/p>\n

At CMI (and for many of the clients we\u2019ve consulted with over the years), a documented content marketing strategy provides clarity on our target audience. As our strategy evolved so has our target audience.<\/p>\n

HANDPICKED RELATED CONTENT: A Blueprint to Jump-Start Your Content Marketing Strategy<\/a><\/strong><\/div>\n

Most agencies use storytelling to bring their message to life<\/h2>\n

Among agency respondents, 69% always\/frequently use storytelling in their content. (Only 10% say they never use storytelling.) It makes sense \u2013 whether it\u2019s paid advertising or content marketing, agencies are in the business of telling stories.<\/p>\n

#Storytelling is used by 69% of agencies via @CMIContent. #research<\/a><\/span> Click To Tweet<\/a><\/span><\/p>\n

After working in agencies for a decade, I know the environment makes for great stories to share. Some options to explore include:<\/p>\n