This is the first of two posts we will publish this week talking about the role of content marketing agencies and how businesses can best partner with them. Next post - What to Look for When Hiring a Content Marketing Agency - coming Friday!
Most businesses are being asked to do more with less these days. You are likely facing a smaller budget with less staff and increased demands to produce more results. That makes decisions on allocating resources more important than ever. Since custom content can determine a company’s success, content marketing should be at the top of the list. But what should you outsource? What can you handle in-house?
Content Marketing Budgets
Traditional marketing and PR can be expensive and limited in reaching potential clients. But the possibilities are endless with content marketing. Businesses are recognizing this and are spending more money on content creators. 70% of marketers plan to outsource at least one form of content in the next year, according to the 2012 Digital Content Marketing Survey. Hubspot’s 2012 State of Inbound Marketing Report reveals the average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012.
Telling Your Story & Creating a Plan
A good content marketing agency allows you to fully focus your attention where it’s put to best use by telling your business’ story for you. An agency can help fine tune your message and distribute that message among the many different platforms available today. In fact, with the ability to publish content through websites, blogs, social media, white papers, videos and much more, companies no longer have to rely on media or paid advertising to get their message heard.
A content marketing agency will assist you in developing a strategy that best fits your business. Business owners and executives always have their goals in mind, but it may have been awhile since there was an actual conversation about the mission of the business. An agency can help with this process and develop interesting content that is of value to your customers. Once they become your brand ambassadors by sharing your content with their own networks, your company’s message becomes far reaching, which will ultimately affect your company’s bottom line.
Ideas and communication are crucial to effective content marketing, and so is organization. A content marketing agency will help build a detailed editorial calendar to integrate all facets of your marketing strategy. This will allow you to stay on target to reach your goals.
Great storytelling is important, but once your company’s message is out there, you need to know it is being heard. A content marketing agency should provide an effective, easy to understand system for measuring results. This comprehensive review brings content marketing full circle.
In our next post, we’ll discuss what to look for when hiring a content marketing agency. For more information about content marketing, download our Free Content Marketing 101 Guide.