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.

INTRODUCTION

With $62.3billion of Australian retail sales (Auspost eCommerce Report) being made online during 2021/22, Aussie businesses and NGOs of all sizes are increasingly turning to social media agencies for help with their marketing efforts. As the industry evolves and expands, it can be difficult to understand what exactly a social media agency does.

This article will explore the role of a social media agency and analyse how they can help businesses and NGO’s reach their goals. From creating content to running campaigns, social media agencies can have an important part to play in empowering organisations for online success.  It can be difficult for businesses and NGOs to keep up with the latest trends in social media, platform features and algorithms change every month. This is where a social media agency cuts down the lag time and optimises managing your brand’s online presence, from creating content to designing campaigns.

WHAT IS A SOCIAL MEDIA AGENCY?

A social media agency is a company that specialises in managing social media accounts for businesses, NGOs and individuals. They provide services such as content creation, community management, influencer marketing, and paid advertising to help their clients improve their online presence. Social media agencies are experts in identifying the best social media platforms for their clients based on their target audience demographics.

Social media agencies understand how to create engaging content that resonates with their client’s target audience. They have a team of skilled copywriters, graphic designers, and video editors who work together to create content that can drive traffic to your website and increase brand awareness. Social media agencies also help businesses run effective ad campaigns by targeting specific audiences based on demographics or interests.

Because social media agencies work with a wide range of clients they can build a large team of social media specialists who are used to working together to consistently deliver a brand voice to a targeted audience, for small and medium organisations, there is rarely enough work volume to justify paying a comprehensive social media team on a full time basis. Working with a Social Media Agency is like having your own internal team, of specialists who are ready trained in your brand and yet willing to only be paid when you really need their expertise – even if that is only 3-hrs per year.

EVER CHANGING SOCIAL PLATFORMS

Social media platforms have come a long way since the early days of MySpace and Friendster. In the present day, billions of people worldwide utilize social media as a means to connect with friends, family, and even strangers. Moreover, the evolution of social media has been rapid, with new features being consistently introduced each year in order to stay abreast of changing trends.

One major shift in social media was the introduction of mobile apps. Consequently, as smartphones gained popularity, social media platforms had to adapt by offering mobile versions of their sites. This resulted in the emergence of Snapchat and Instagram, which were primarily designed for mobile users. These apps brought forth innovative features such as disappearing messages and live stories, which swiftly gained traction among young people.

Furthermore, another significant change in social media is the growing emphasis on video content. TikTok, with its short-form videos, gained immense popularity among young people in Western countries. As a result, platforms such as Facebook, LinkedIn, Instagram, and Twitter are adapting their approaches to incorporate more video content into users’ feeds. However, it is important to note that YouTube remains a dominant force in online video sharing in Australia.

TikTok started as a Chinese app known as Douyin in September 2016. It was created by Zhang Yiming, who founded ByteDance – the parent company of TikTok. Initially, Douyin was only available in China and quickly became popular among young people due to its user-friendly interface and engaging content. The popularity of Douyin, known as TikTok internationally, captured the attention of ByteDance’s international team. Consequently, they made the decision to launch a similar app for global audiences in November 2017.

In 2017, TikTok was still a relatively unknown social media platform. By early 2017, it had already amassed over 100 million users worldwide. TikTok’s success was largely due to its unique approach to content creation and consumption. The app allowed users to create short-form videos set to music and share them with a global audience. This simple yet addictive format appealed to young people looking for quick entertainment and creative expression.
Despite its rapid growth, TikTok faced challenges in some markets due to concerns over privacy and security. In February 2019, the app was fined $5.7 million by the US Federal Trade Commission for illegally collecting personal information from children under 13 years old.

Due to privacy & security concerns, Government representatives around the western world have been banning their Government Employees from installing TikTok on their work phones including UK, France, New Zealand, many parts of the USA, Netherlands, Denmark, Belgium, India, Taiwan, Canada and the European Commission.  During April 2023, the Australian Government announced it was also banning TicTok from being installed on government phones “the government will prevent the installation of the application and remove it from any government-issued devices across all agencies and clusters.” says smh.com.au.

While new platforms are emerging all the time and, in the case of Twitter, facing dissolution, or at the least diminished use by corporations – as at the end of 2022 the most popular platforms accessed by Australian users, by number of unique monthly visitors sat at:
Facebook – 18 million (up 1m from December 2021)
YouTube – 17.5 million (up 1m)
WhatsApp – 12 million (steady)
Instagram – 10 million (steady)
LinkedIn – 6.5 million (steady)
Snapchat – 6.4 million (steady)
WordPress – 6.1 million (steady)
Twitter – 5.8 million (steady)
Tinder – 4 million (steady)
Tumblr – 3.7 million (steady)
Statistics compiled by SocialMediaNews.com.au for December 2022. Source: Vivid Social – social media Agency. Figures correct as of 31/12/22.

From these statistics, it is easy to see why the bulk of most Social Media Agencies work is related to Facebook, LinkedIn and Instagram and YouTube. Social Media Agencies use these platforms to generate leads and increase conversions while building relationships with customers. They create content that is tailored to each platform’s specifications and ensure that it aligns with the brand’s overall message. Social media agencies also use tools like analytics software to track engagement rates, clicks-through-rates (CTR), conversions to optimize campaigns continually.  To support a specific lead generation or brand awareness goal, social media agencies use paid advertising on different platforms like Facebook Ads or Instagram Ads to reach out to a broader audience.

CONTENT CREATION & MANAGEMENT

Social media agencies are becoming increasingly popular as businesses seek to expand their online presence. These agencies specialise in creating and managing content for social media platforms. When it comes to content creation, social media agencies can offer standardised packages at the lower price-point but prefer to take a customised strategic approach. When organisations commit to partnering with a social media Agency, they start by conducting research on the target audience to understand what type of content will resonate with them. From there, they develop a content strategy that aligns with the client’s brand voice and goals. This strategy may include creating engaging visuals such as videos or infographics alongside written content.

Content management is equally important when it comes to maintaining an active social media presence. Social media agencies use tools such as editorial calendars to plan out posts in advance and ensure consistency across platforms. In many cases, creating a content vault is part of what a Social Media Agency will do for their clients. With a Content Vault, you as the client, will be able to access a set of images and video’s that are all sized and branded for each social media platform. You will be able to use these images when you are making your own posts, using a Content Vault is particularly useful for small and cash-strapped organisations who are not yet ready to launch into fully outsourcing their social media management to an Agency.

AUDIENCE GROWTH AND ENGAGEMENT

Businesses and NGOs have recognized the importance of building a strong presence on social media platforms. Consequently, many organizations are now turning to social media agencies to facilitate specialized audience growth and engagement campaigns. These agencies utilize their expertise to assist businesses and NGOs in increasing their follower count and keeping their audiences engaged through regular content and targeted engagement activities.

One of the key strategies employed by social media agencies is content marketing. This involves creating high-quality, valuable content that resonates with your target audience. By consistently delivering engaging content, you can build trust and loyalty among your followers, which can lead to increased engagement and even sales over time. This type of content can include Blog Posts, Guest Blog Posting, Viral and Informative Video’s; Polls, Quiz & Challenge campaigns .. and much more. Another tactic used by social media agencies is influencer marketing. This involves partnering with individuals who have large followings on social media platforms like Instagram or YouTube.

ANALYTICS AND REPORTING

One key aspect of social media management is analytics and reporting. Through the analysis of data on engagement, reach, and conversions, agencies can optimize their clients’ strategies to achieve better results. In addition, it is not just about improving the numbers; it is about improving the numbers with a targeted audience who will convert more frequently to sales or other desired actions. Consequently, agencies can refine their approach and deliver more impactful outcomes.

Analytics tools allow agencies to track key performance indicators (KPIs) such as click-through rates, follower growth, and post reach. This data can then be used to identify trends and make informed decisions about content creation and strategy adjustments. Reporting services provide clients with regular updates on their social media performance, including detailed breakdowns of metrics and insights into audience behaviour.  Social media agencies that prioritise analytics and reporting have a competitive advantage in the industry. Their ability to accurately measure success allows them to fine-tune campaigns for maximum impact.

PAID ADVERTISING

Social Media Agencies also offer Social Advertising support, paid advertising can be a powerful tool for increasing brand awareness and driving sales. But how exactly do social media agencies help with paid advertising? Firstly, social media agencies have the expertise to create effective ad campaigns that target the right audience. They use data-driven strategies to identify who your ideal customer is and then tailor ads specifically to them. This means you’re not wasting money on ads that won’t resonate with your target audience. Secondly, social media agencies know how to optimise your ads for maximum performance. They constantly monitor and tweak your ad campaigns based on real-time data in order to get the best results possible. This includes testing different targeting options, ad formats and messaging until they find what works best for your business.

When it comes to paid advertising, there are two major channels that businesses can use to promote their products or services online: social media and search engines. Both approaches have their own unique advantages and disadvantages, so it’s important to understand the differences between them in order to choose the right option for your business. #thePOSITIVE is a Digital Business Agency, we have teams that specialise in Social Advertising and teams that specialise in Search Engine Advertising – no one can be a specialist in ever element of doing business online.

BENEFITS OF WORKING WITH A SOCIAL MEDIA AGENCY

Social media plays a vital role in driving traffic, generating leads and building brand awareness among the target audience.
Partnering with a social media agency offers several benefits to businesses seeking to improve their social media strategy. Firstly, agencies possess a wealth of expertise and experience in managing social media campaigns across different industries, allowing them to implement strategies that align with business goals effectively. Secondly, agencies use cutting-edge tools and technologies to monitor performance metrics, track trends and optimise campaigns in real-time. Thirdly, what ever is working well this week may not be working at all in 2-months. New social platforms emerge, existing platforms become toxic and the algorithms … they are continuously changing.

CONCLUSION

In conclusion, collaborating with a social media agency offers numerous advantages. It ensures your company or NGO achieves a highly effective social media presence and engagement. A social media agency can assist in maximizing your brand reach. They provide valuable insights into audience engagement and analytics. Additionally, they create content that resonates with your target demographic. Working with an agency can save you time and resources. Most importantly, they ensure that all of your online communication aligns with your branding goals.
The comprehensive services these agencies offer are tailored to each company’s unique goals and objectives. They provide access to valuable insight and knowledge, as well as the necessary tools needed to create effective campaigns. By leveraging the expertise of a social media agency, you can make the most of your online marketing budget.

If you would like to explore Social Media 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 8 February 2023
Updated April 2023