WHAT DOES A CONTENT MARKETING AGENCY DO?

#thePOSITIVE is a Digital Business Agency, Content Marketing is part of the range of services a Digital Business Agency offers, along with Website Design and Hosting, SEO, Consulting & Coaching and so much more.

This blog dives deep into what #thePOSITIVE does in the area of Content Marketing.

We listed the short answer to this question above so now lets dive deeper into what a Content Marketing Agency does.

We will get started with What is Content Marketing, then explore the benefits, how the Agency works, the types of services that are offered, how Agencies go about distributing content, where to start when you consider measuring the results and ROI and how to leverage the expertise of the team who are working with you on your content marketing activities.

WHAT IS CONTENT MARKETING?

Content marketing is an essential part of any effective digital marketing strategy, yet many marketers and small business owners do not understand what it is or how to use it effectively. Content Marketing is a form of digital marketing that focuses on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience, and ultimately drive profitable customer action. It is an essential tool for today’s businesses who are looking to engage with their customers and create meaningful relationships.

Content marketing doesn’t just involve creating blog posts or website content; it also includes podcasts, videos, newsletters, webinars, eBooks, social media posts and more. By providing relevant and engaging content, businesses can connect with their customers on a deeper level and build trust in their brand. Content marketing is an effective way to drive organic traffic to your website, generate leads, increase conversions and build brand awareness. In this article, we explore what content marketing is and how it can help your business succeed.

HOW A CONTENT MARKETING AGENCY WORKS

A content marketing agency is a specialised firm that helps businesses create and distribute valuable content to attract, engage, and retain their target audience. Agencies assist clients in developing comprehensive content marketing strategies that include identifying the right topics and channels to reach their audiences effectively. They also help businesses create high-quality content such as blog posts, articles, videos, social media posts, infographics, whitepapers, e-books, webinars and more.

Small and medium businesses often do not have the volume of work that justifies hiring a full time team, they often face the choice of employing a person who is under or over qualified as the volume of work is insufficient to justify employing a number of people with specialist skills. When businesses work with an Agency, they gain access to multiple experts who can work together to deliver a better outcome for a lower overall price.

To start the process of working with a content marketing agency is easy. The first step usually involves an initial consultation where the client and agency discuss goals for the campaign or project. Next comes research into the client’s industry landscape and competitors to scope out opportunities for growth within their niche. After this analysis is complete, a strategy is developed that outlines tactics to achieve desired results.

TYPES OF SERVICES OFFERED

Content marketing agencies are experts in creating and distributing valuable content to attract and retain a clearly defined audience. These agencies offer a wide range of services to help businesses create and execute effective content marketing strategies.

Here are some of the most common types of services offered by a content marketing agency:
1) Content creation: A good content marketing agency will have a team of skilled writers, designers, and developers who can create high-quality content that resonates with your target audience. This includes blog posts, social media updates, videos, podcasts, infographics, white papers, eBooks, and more.
2) Content distribution: Once your content is created, it needs to be distributed strategically across various channels to reach your audience. A content marketing agency can help you distribute your content through email campaigns, social media platforms like Facebook and Twitter, paid advertising on Google or LinkedIn etc.

CONTENT DISTRIBUTION STRATEGIES

Content Marketing Agencies keep evolving, keeping up with the latest trends to provide their clients with effective content distribution strategies. They aim to distribute relevant and quality content across various channels for maximum reach, engagement, and conversions.

Here are some of the content distribution strategies used by a Content Marketing Agency:
1. Social Media: Social media platforms such as Facebook, Twitter, LinkedIn, Instagram etc., are widely used by Content Marketing Agencies to reach out to potential customers. They create engaging posts that resonate with the target audience and drive traffic to their website.
2. Email marketing: Email marketing is another strategy used by these agencies where they send emails containing relevant information about their products or services directly to subscribers’ inboxes. This helps in building a loyal customer base and increasing conversions.
3. Influencer Marketing: In this strategy, Content Marketing Agencies collaborate with influencers who have a considerable following on social media platforms.

MEASURING RESULTS & ROI

Measuring Results & ROI when working with a Content Marketing Agency is essential to ensure that you are getting the most bang for your buck. When it comes to content marketing, it’s all about creating value for your customers and driving traffic to your website. However, this is only half of the story. You need to know if your content marketing efforts are actually converting into sales.

The first step in measuring results and ROI is setting clear objectives with your content marketing agency. This will help you determine what metrics are important to track, such as page views, engagement rates, lead generation, or revenue generated from new customers. Your agency should be able to provide regular reports on these metrics so that you can see how well your campaigns are performing. Another key factor in measuring results and ROI is tracking the right data points.
When working with a content marketing agency, it’s essential to measure the results and ROI of your campaigns effectively. It can be challenging to determine which data points are the right ones to track, especially if you’re not familiar with digital marketing or analytics. However, measuring the right metrics is crucial when it comes to evaluating your content marketing campaign’s success.

One of the most important data points when measuring results and ROI is website traffic. Tracking website traffic can help you understand how many people are engaging with your content and, furthermore, whether it’s resonating with your target audience. Additionally, monitoring bounce rates and time on site can give you insight into how engaged visitors are with your website and its offerings.

Another critical factor to consider when measuring results and ROI is lead generation. Additionally, a successful content marketing campaign should generate leads for your business that convert into paying customers.

HOW TO LEVERAGE A CONTENT MARKETING AGENCIES EXPERTISE

When it comes to working with a content marketing agency, one of the key components of success is leveraging the expertise of both parties. From the Agency’s end, they are well-versed in content creation, distribution and promotion strategies. As their client, you have knowledge about your brand and target audience that can help guide the direction of your campaigns.

To make the most out of this partnership, be sure to communicate your goals and expectations clearly from the start. By doing so, you can establish a shared understanding and foster effective collaboration. Additionally, don’t hesitate to ask questions or provide feedback throughout the process. Open and ongoing communication will help address any issues or concerns and ensure that the work progresses smoothly. Ultimately, by working together effectively, both parties can strive towards achieving optimal results and maximizing the benefits of the partnership.

Another way to leverage expertise when working with a content marketing agency is by allowing them to take on some of the heavy lifting. By doing so, you can offload certain tasks and responsibilities to the agency, freeing up your time and resources. Moreover, this enables you to tap into their specialized skills and knowledge, benefiting from their experience in executing successful content marketing strategies. Furthermore, by entrusting the agency with these tasks, you can focus on other aspects of your business that require your attention. Ultimately, this collaborative approach can enhance efficiency, effectiveness, and overall results.

CONCLUSION

If you would like to explore Content Marketing as a strategy for your business or NGO why not book your free initial consultation with our Founder, Kimmaree Thompson to gain clarity on if working with #thePOSITIVE Digital Business and Digital Marketing Agency could help sustainably grow your business or NGO.

First Published 1 February 2023