CM-2019年广告代理商调查报告（英文）-2019.8-31页_2mb

报告摘要

2019 Content Marketing Institute Agency Survey Summary

Core Content and Purpose

This report presents findings from the 2019 Content Marketing Institute (CMI) Agency Survey, which aimed to understand how agencies approach and deliver content marketing services. The survey included 197 responses, with a majority (61%) representing full-scope agencies and 37% representing specialized agencies.

Key Findings

Agency Involvement With Content Marketing

61% of respondents indicated their agency offers a full scope of content marketing services.
37% indicated their agency offers specialized content marketing services.
3% indicated no involvement in content marketing services.

Years of Experience

Nearly half of all respondents (49%) have been offering content marketing services for 7+ years.

Content Marketing as a Percentage of Total Business

50% or more of total agency business is attributed to content marketing services.

Client Size

Full-scope agencies serve more large and midsize organizations.
Specialized agencies are more likely to serve small organizations.

Content Creation

Articles/blog posts and social media content are the top two types of content created for clients by both agency types.
Full-scope agencies are more likely to offer websites/website content, videos, infographics, and case studies/white papers.

Nonpaid Sources for New Business

Word-of-mouth referrals are the top nonpaid source for generating new business for both full-scope and specialized agencies.
Agency blog/website and in-person events/networking are the next most common sources.

Paid Sources for New Business

56% of full-scope agencies and 38% of specialized agencies use paid sources to generate new business.
Top paid sources for full-scope agencies include sponsorships and paid search.

Billing Methods

44% of full-scope agencies bill on a monthly retainer.
43% bill on a project fee based on defined scope of work.
13% use an hourly estimate or are unsure.

Growth in Services and Clients

70% of full-scope agencies reported an increase in the breadth of services and number of clients in the last 12 months.

Full-Scope Agencies

Services Offered

Editorial services are the most frequently offered service (87%).
Other common services include brand strategy (83%), graphic design/images (81%), social media marketing/management (79%), email/email campaign management (77%), analytics (74%), and web design/web optimization (74%).

Success and Satisfaction

73% of full-scope agencies report being extremely/very successful in achieving their clients’ content marketing goals.

Internal Structure

75% of full-scope agencies rely on existing staff with multiple roles.
50% have dedicated staff for content marketing.

Specialized Agencies

Services Offered

Specialized agencies focus on email/email campaign management (76%).
Other services include SEO/keyword research (63%), graphic design/images (73%), social media marketing/management (73%), and analytics (64%).

Challenges

Client understanding of content marketing is a common challenge.
Communication and expectations are also frequent issues.
Budget constraints and profitability at scale are major concerns.
Measurement and ROI are difficult to quantify.
Client buy-in and internal processes hinder progress.
Time and resources required from clients are also challenges.

Common Challenges Across Both Agency Types

Clients’ Understanding

Lack of knowledge about how to use content marketing strategically or effectively.
Misunderstanding the value and purpose of content marketing (e.g., selling vs. building relationships).

Costs/Budget

Balancing effective results within budget constraints.
Clients often have high expectations but low budgets.

Measurement/ROI

Need for long-term thinking and useful KPIs.
Difficulty in quantifying results and ROI.

Internal Issues

Getting buy-in from management or internal stakeholders.
In-house limitations and lack of clarity on client needs.

Time Required

Time-consuming nature of content marketing.
Clients often overestimate the results they can expect within a limited timeframe.

Staff and Partners

Finding specialist partners for niche areas.
Staffing good writers and encouraging client participation in thought leadership efforts.

Strategy Development

Helping clients think beyond deliverables to holistic outcomes.
Ensuring clients understand the value of strategic planning.

Methodology and Demographics

The survey was distributed to CMI agency subscribers, with additional invitations from other industry groups.
71% of respondents indicated their agency is U.S.-based.
61% are owners/partners of their agencies.
The survey closed on April 10, 2019, with 197 completed surveys.

About Content Marketing Institute

CMI is a global leader in content marketing education and training.
It hosts Content Marketing World, the largest content marketing event, and ContentTECH Summit.
CMI provides strategic consulting and research for major global brands.
CMI is organized by UBM, which merged with Informa PLC in 2018 to become a leading B2B information services group.