Is it time the content marketing agency told the digital agency what to do
In virtually all large companies there is a hierarchical relationship with external advertising and communication agencies usually dictated by budget spend or strategic positioning with the “biggest” agency or one with the most strategic relevance to the client leading the agency list.
And that lead agency is 100% never the content marketing agency and historically that is easily explainable. Generally speaking there’s the big Ad agency who due to the above the line budget and aura of creativity walks straight into the CEO or CMO’s office and often cherry picks additional projects and then distributes campaign content for amplification by other agency specialists, for example the website, news letter and social media.
With media buying, one of the other big ticket expense often separated or increasingly in house, these second to third tier client services is often increasingly lead by the retained London digital agency who themselves would have started out as innovative niche specialists but in turn have evolved into big beasts not unlike the Advertising Agencies they broke out from.
And in this trickle down of specialisms either provided for by the Digital Agency or by specialists you have the direct marketing agency, the video production specialist, the digital project management firm, the social media expert, content marketing, the content creation agency and the localisation agency, all of which can be separate
No one used to listen to the content marketing agency
The Content Marketing agency was often looked down on in a rather bemused they right the word press blogs right type way by the large agency and certainly the client, And in a way the Content Marketing specialist lacked the confidence to try to influence the client in terms of leading the strategic debate and just got on with their job of writing content to a brief and using assets supplied by the big beast Ad agency or lesser big beast lead digital agency.
Content marketing now taken as seriously as SEM and social media
However as the understanding of content marketing has matured so has the understanding of it’s value so much so that it arguably is not viewed in the same value as SEO or SEM and this will be accelerated by content marketing trends in 2018 such as content personalisation, account based marketing, persona marketing and the continued rise of influence marketing.
Rise of the content marketer
These content marketing trends cement the content marketer as a mixture of two key and vital components in any brands success, the ability to tell a story and the ability to broadcast amplify that narrative.