Although content creation is essential for the business, more and more agencies are outsourcing their content needs as the job gets tougher.
Content creation agency Verblio surveyed more than 400 agency, freelance and in-house content marketers for insights into the state of digital content in 2022. Results showed 71% of in-house marketers and 68% of agencies outsource their content needs to freelancers. They also reported that the most effective type of content for driving results seems to be blog posts.
However, marketers said some of the top content issues they faced included limited resources, a lack of industry knowledge, and the need to manage customer expectations. Content can serve as a means of delivering measurable results to customers. Bill Durrant, chief executive of Exverus Media, added that affiliate-like content is what makes agencies a “true business partner” with a publisher or influencer.
“Essentially, that means a direct line of sight to trackable sales, which makes the CFO and CEO happy,” Durrant told Digiday. “With many performance channels, we don’t have the ability to tell a deeper story about a brand or product, so they benefit from deeper personalized content complementing their media mix.”
Additionally, a quarter of agencies said more than half of their revenue came from content creation, according to Verblio.
Increasingly, as research notes, marketers have found a solution by enlisting the help of freelancers and content marketplaces who generate content in their respective fields, whether in real estate or technology. information or other matters.
“Content is why people visit websites,” Andy Crestodina, co-founder and CMO of Orbit Media Studies, said in the report. “Clients come to understand this and moments later discover the limits of an all-in-house team. This research shows that all but the biggest companies need help. And the best agencies are there for them. .
Other highlights include:
- Some 75% of agencies receive help from freelancers or content marketplaces, with 54% working exclusively with freelancers.
- 21% of agencies said content creation accounts for more than three-quarters of their revenue. The majority (67%) of them have more than 10 employees, so this is the case for large agencies.
- In terms of volume, 41% of agencies produce 5-14 pieces of content per month, while 39% produce 1-4 pieces of content per month. But as Crestodina noted in the study, “For most clients, results will be stable. Unless you have data to support the case of more is better, you’re probably better off releasing fewer, better pieces…”
- Blog posts and landing pages continue to pave the way for a successful content strategy, as noted by Verblio in 2021. Social media and email newsletters were the most effective channels for spreading content. contents.
- Most content marketers rate the quality of their content on engagement (41%), like clicks and time spent on a page, and conversions (29%), like filling out forms. Another 15% of marketers said qualitative data is the best measure of content quality.
- Content teams sit in various places in the organization: 38% are on the growth team, 29% are on the internal creative agency side, and 17% are on the brand team.
- The top barriers to a successful content strategy were knowledge of the industry and audience (28%), managing customer expectations (24%) and lack of resources (20%).
- The demand for content is only growing, with 86% of agencies agreeing there is a growing need, and the majority are still investing in content marketing for the long term.