2019年广告代理商调查报告.pdfVIP

2019 C O NTE NT MAR K ETI N G I N STITUTE AGENCY SURVEY TABLE OF CONTENTS m WELCOME 3 m KEY FINDINGS 4 m PART 1 COMPARISON OF AGENCIES BY CONTENT MARKETING SERVICES OFFERED 5 Full scope of content marketing services vs. specialized service(s) related to content marketing m PART 2 ADDITIONAL INFORMATION ON AGENCIES OFFERING A FULL SCOPE OF CONTENT MARKETING SERVICES 14 m PART 3 CHALLENGES: FULL-SCOPE AGENCIES 23 CHALLENGES: SPECIALIZED AGENCIES 26 m METHODOLOGY/DEMOGRAPHICS 28 m ABOUT 31 SURVEY TERM DEFINITIONS Content Marketing—A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. Content marketing includes activities such as strategy, content creation, distribution, and measurement for earned, owned, and paid media. Report Terms Full-scope Agency—An agency that offers a full scope of content marketing services (e.g., as a standalone agency or part of a large or lead agency) Specialized Agency—An agency that offers a specialized service(s) related to content marketing (e.g., SEO, social media, video production, e mail marketing) 2 WELCOME elcome to the 2019 Content Marketing Institute Agency Survey report. This is the first study CMI has undertaken to learn specifically Wabout the content marketing services agencies offer. Among the questions we had been hearing in the market: How many agencies have embraced content marketing as a service offering? How long have they been offering content marketing services? What types of services do they offer? What are their biggest challenges when working with clients? The agency landscape is complex. With that in mind, we designed the survey to group respondents into two pools: Those who indicated their agencies offer a full scope of content marketing services (e.g., as