Most Agencies Bet on This Distribution Model [New Research]

Agencies purchase into content material advertising in a giant method for his or her shoppers. But how do they use content material advertising to advertise their very own companies?

We sliced the information from our 2020 annual content material advertising analysis to take a look at the 230 for-profit company respondents. This group is immediately concerned within the content material advertising for his or her company promotion and has used content material advertising for at the very least a yr. (The 2020 analysis is predicated on surveys performed in June and July 2019.)

One distinction stands out – even jumps out – from after we first studied this phase for the 2019 analysis. A whopping 76% reported utilizing paid channels to distribute content material to market their agency within the earlier 12 months. The earlier yr, solely 59% reported utilizing paid content material distribution to market their enterprise.

76% of businesses use paid content material distribution channels to market their corporations in comparison with 59% final yr through @CMIContent. #analysis #company Click To Tweet

That’s a 17-point enhance in only one yr. And it’s extra proof of the skyrocketing hire Joe Pulizzi warned all content material entrepreneurs about years in the past.

Let’s dig into that quantity and different highlights of the research of what businesses do for their very own content material advertising. It’s additionally summarized within the infographic under.

Who will get these paid content material distribution ?

Paid social media promoting is the highest paid distribution technique businesses use by far (83%).

Of this group, the highest two channels are Facebook (82%) and LinkedIn (58%). Over one-third (38%) of the businesses that use a couple of paid social channel say LinkedIn generates the perfect outcomes adopted by Facebook.


Which owned channels do they use?

Almost each company (91%) within the survey makes use of social media for natural content material distribution. And businesses aren’t ignoring their owned channels: 86% use their firm web site/weblog and 78% use electronic mail. And 61% take the chance to talk at or attend occasions to market their enterprise.


Do they outsource their company content material advertising?

We know model entrepreneurs typically flip to businesses for assist with content material advertising. We puzzled whether or not businesses search for exterior assist once they’re advertising their corporations. As it seems, most don’t. Only 33% of company entrepreneurs say they outsource any content material advertising exercise. Of those that do, most (71%) outsource content material creation.

Only one-third of businesses outsource any a part of their agency’s #contentmarketing through @CMIContent. #analysis #company Click To Tweet

Of all of the verticals we examined in our annual content material advertising survey, businesses have been the least prone to say they outsource. For instance, 64% of producing entrepreneurs and 70% of enterprise entrepreneurs (1,000+ workers) outsource at the very least one content material advertising operate.

HANDPICKED RELATED CONTENT: Your Get-it-Done Guide to Content Creation Outsourcing

Where will they focus in 2020?

We requested company respondents which three content material advertising actions they thought their group would prioritize in 2020 when advertising their very own companies. The most frequent reply: Focus on content material high quality/amount (50%), adopted by bettering content material distribution/promotion (47%), and bettering the standard/conversion of their audiences (46%).

Half of businesses prioritize #content material high quality/content material in 2020 for their very own #contentmarketing through @CMIContent. #analysis Click To Tweet

Dive into the infographic for extra insights, then browse the remainder of our analysis research to study extra about how businesses and types are investing in and utilizing content material advertising.


Agencies and types can do extra with their content material advertising after increasing their expertise at Content Marketing World this October. Join us and register immediately.

Cover picture by Joseph Kalinowski/Content Marketing Institute

Author: Cathy McPhillips

Cathy is the vice chairman of promoting on the Content Marketing Institute, main advertising efforts for CMI, Content Marketing World, ContentTECH Summit, CMI University, CCO journal, and different CMI properties. She works exhausting to get you to CMI occasions – on-line and off – and will get additional excited for alternatives to fulfill #CMWorld group members in individual! Cathy can also be a board member for The Orange Effect Foundation. You can comply with her on Twitter @cmcphillips.

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