Content Marketing Institute Releases New Research on State of Agency Content Marketing

NEW YORK, Feb. 26, 2020 (GLOBE NEWSWIRE) — A whopping 76% of agency professionals surveyed reported using paid channels to distribute content to market their firm in the previous 12 months. The previous year, only 59% reported using paid content distribution to market their business.  That’s a key finding in Content Marketing Institute’s just-released research for agencies, Agency Content Marketing 2020: Benchmarks, Budgets, and Trends. This is the second year for the research that looks at how agencies use content marketing to promote their own businesses.

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“It’s interesting to see a 17-point increase in those reporting their agency uses paid channels to distribute content about their own firms,” shares Cathy McPhillips, VP of Marketing, Content Marketing Institute. “As CMI founder Joe Pulizzi has always cautioned, it’s important for agencies and brands to invest in their own channels and not rely on “renting” space on someone else’s land. We applaud those that continue to build their own audiences.”

Who gets those paid content distribution dollars?

  • Paid social media advertising is the top paid distribution method agencies used by far (83%).
  • Of this group, the top two paid channels are Facebook (82%) and LinkedIn (58%). Over one-third (38%) of those reporting use of more than one paid social channel say LinkedIn generates the best results, followed by Facebook.

Which owned channels do they use?

  • Almost every agency respondent (91%) in the survey said their firm uses social media for organic content distribution.
  • And agencies aren’t ignoring their owned channels: 86% say their agency uses its company website/blog and 78% use email.
  • And 61% say their agency staff takes the opportunity to speak at or attend events to market their business.

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Coming in June, look for our survey on how agencies use content marketing for their clients.

About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI. Content Marketing Institute is organized by Informa Connect.

About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn and share knowledge.  We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction & Real Estate, and in a number of other specialist markets and connect communities online year-round.

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