DIGITAL AGENCY SURVEY
We spoke to over 100 agency owners and digital marketing experts to explore the state of content creation in 2021. Scroll through our findings or click the sections of interest below to discover the processes, challenges, and secrets behind digital content success.
We asked agencies if demand for content had changed over the last 12 months. Despite the pandemic, the vast majority said they saw an increase in business, with 71% agreeing that demand has grown for content in particular.
Neither agree nor disagree
NUMBER OF CLIENTS
We asked agencies how many clients they had gained and lost during the last year. On average, our agencies gained more than nine new clients and lost fewer than four.
When asked how revenue from content creation is expected to change over the next year, a whopping 75% said they expect revenue from content to increase, with only 3% believing it will decrease.
We asked how much agencies charge for different types of content, and it's interactive campaigns that get top dollar. On average, agencies charge over $2,000 for an interactive campaign and more than a quarter charge $5,000+. Unsurprisingly, social media posts are the cheapest content type with an average price of almost $130.
When asked which content types were the most profitable for their agencies, our experts said that blogs take the top spot. Landing pages come second, with 42% saying they are a leading profit maker for their business.
We asked what methods are best for promoting content and most agencies agreed that utilizing a client's social media is the best promotion method, but 18% of agencies still admit to buying links and coverage.
We asked our experts what content offerings they plan to invest in most over the next five years, and blogs take the crown. Over 61% of content creators are looking to expand and develop their blog offering, with landing pages and video not far behind.
We asked our digital marketing experts to give one piece of advice for creating great content. Here’s what they said...
"Produce true thought leadership (strong opinion) or become the primary source (original research), invest in visuals, collaborate with influencers and go back and update old articles without changing the URLs! ...maybe that was more than one."
Andy Crestodina Orbit Media Studios
"Put yourself in the shoes of the people who will see your content. Use analytics to help you learn about them, how old they are, imagine the kinds of jobs/hobbies/interests they have and keep current with the news and trends so that you can tie it in."
Lana Kitching Jasper
"Develop a strategic approach, know what your audience is searching for first."
Phaedra Perkins Sondhelm Partners LLC
"Work WITH your clients. Research things their customers are searching for, but also work with your client to see what they want to say. Get everything checked by them as well. You may be the EXPERT, but you don't have to be arrogant."
Matthew Farmer StudioHawk
"Don't copy others and try to provide for the consumers as much value as possible."
Peter Balla Scalista
"Ask yourself if you are bringing value to the user. Do they benefit from interacting with your content or are you just finding another way to market to them?"
Chris Sharland Camp Mother
Every digital marketing agency needs talented people and the right tools to succeed. As the world embraces remote work, however, competition for skilled candidates is increasing and the variety of tools available can be overwhelming. What skills are most in-demand and what tools are agencies relying on most?
Despite the slowdown in many other industries over the last year, most digital marketing agencies have hired during the pandemic. We asked our agencies what challenges they face when it comes to hiring in the industry.
For those looking to start a career agency-side, we asked our content experts what skills they find most desirable when hiring.
TOP TOOLS FOR
29% of agencies don't rely on any particular tools. The other 71%, however, have plenty they can't live without. Here are the top 10 tools for digital marketing success according to our experts.
So, here's what we've learned from our experts this year...
Despite the pandemic, agencies are enjoying growth with demand for content increasing. When it comes to content types, blogs are king, driving the highest profits and attracting the most investment. Social media is the best method for successfully promoting digital content. When hiring, skills in SEO & SEM are the most desirable, with creative thinking and ideation close behind. In the era of remote working, task management tools are key for success.
Thanks to all of our agency respondents for taking part!
You can check out last year's survey results here.