AGENCYSURVEY2019 CONTENT MARKETING INSTITUTE 2m WELCOME . 3m KEY FINDINGS . 4m PART 1COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED . 5Full scope of content marketing services vs. specialized service(s) related to content marketingm PART 2ADDITIONAL INFORMATION ON AGENCIES OFFERING A FULL SCOPE OF CONTENT MARKETING SERVICES . 14m PART 3CHALLENGES: FULL-SCOPE AGENCIES . 23CHALLENGES: SPECIALIZED AGENCIES . 26m METHODOLOGY/DEMOGRAPHICS . 28m ABOUT . 31TABLE OF CONTENTSSURVEY TERM DEFINITIONSContent MarketingA strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audienceand, 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 AgencyAn 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 AgencyAn 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 businessanizations 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.Theyre feeling successful.Almost three out of four (73%) say their agency is extremely/very successful in achieving their clients content marketing goals.Theyre adding more content marketing services and clients.Nearly 70% report an increase in the breadth of content marketing services offered and number of content marketing clients served in the last 12 months.Among both agency types.Among those offering a full scope of content marketing services.5PART 1COMPARISON OF AGENCIESBY CONTENT MARKETINGSERVICES OFFERED661% indicated their agency offers a full scope of content marketing services; another 37% said it offers a specialized service(s) related to content marketing.Agency InvolvementWith Content Marketing2%37%61% We oer a full scope ofcontent marketing services (e.g., as a standalone agencyor part of a large or lead agency) We oer a specialized service(s)related to content marketing (e.g., SEO, social media, videoproduction, email marketing) No involvement in any typeof content marketing servicesBase: All agency respondents; aided list.Source: 2019 Content Marketing Institute Agency SurveyCOMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED7Around half from both agency types indicate their agency has been offering content marketing services to clients for 7+ years.Base: All agency respondents; aided list.Source: 2019 Content Marketing Institute Agency SurveyNumber of Years Agency Has Been OeringContent Marketing Services to Clients4%1%14%21%31%28%19%19%32%30%Less than 1 year Oer Full Scope of Content Marketing Services Oer Specialized Content Marketing-Related Services1 to 3 years4 to 6 years7 to 9 years10+ years0 5 10 15 20 25 30 35COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED8Nearly half from both agency types say content marketing services comprise 50% or moreof their total business.Base: All agency respondents; aided list.Source: 2019 Content Marketing Institute Agency SurveyContent Marketing Services as aPercentage of Total Agency Business24%30%20%19%19%21%17%12%12%12%1% to 24% Oer Full Scope of Content Marketing Services Oer Specialized Content Marketing-Related Services25% to 49%50% to 74%75% to 99%100%Unsure0 5 10 15 20 25 30 358%6%COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED9Full-scope agency respondents report having more large and midsize content marketing clients than respondents whose agencies offer specialized services.Base: All agency respondents. Aided list; multiple responses permitted.Source: 2019 Content Marketing Institute Agency SurveySize(s) of Clients Organizations for WhichContent Marketing Services Have Been Provided50%31%70%66%53%68%Large companies(1,000 or more employees)Midsize companies(100 - 999 employees)Small companies(1 - 99 employees) Oer Full Scope of Content Marketing Services Oer Specialized Content Marketing-Related Services0 10 20 30 40 50 60 70COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED10Nearly all respondents offer both content marketing strategy and content creation services, with most clients using their agency for bothPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFEREDOffer Full Scope ofContent Marketing ServicesOffer SpecializedContent Marketing-Related ServicesContent Creation 100% 97%Content Marketing Strategy 99% 93%Content DistributionOwned 97% 89%Content DistributionPaid 92% 78%Content DistributionEarned 85% 72%Offer Full Scope ofContent Marketing ServicesOffer SpecializedContent Marketing-Related ServicesContent Creation 100% 100%Content Marketing Strategy 99% 97%Content DistributionOwned 95% 95%Content DistributionPaid 89% 90%Content DistributionEarned 82% 82%Percentage of Agencies That Offer Listed Content Marketing ServicesPercentage of Clients That Use Agency for Listed Content Marketing Services(Among Agencies That Offer the Service)Base: All agency respondents. Aided list; multiple responses permitted. Source: 2019 Content Marketing Institute Agency Survey