Resources

• Content Marketing Institute 2019 Agency Survey
• PESO model

Quotes

• Gini: “We have a client who always says common sense is not so common. And really, to get in the minds of your buyers, you have to actually talk to them. So creating content that appeals to them is where it should be. And it doesn’t have to be that you’re creating as much content as you can. But you’re creating really quality high value content.”
• Chip: “When I look at a survey like this, where someone’s asked to self assess extremely, very, somewhat, etc, successful, you know, I sort of view that as asking someone what their weight in that they’re not going to outright lie, but they’re probably going to shave it just a little bit. And so to me, I sort of I tend to skew everybody back a step from where they say they are.”
• Gini: “Three fourths of the agencies that are offering content marketing services, are advertising, marketing content and digital — only 9%, are PR firms. And that, to me, is a huge red flag because PR is communications. Communications is storytelling. Storytelling is content. And this is what we’ve done for the entirety of our industry is content, it may have been called something else, but this is what we do, and it just infuriates me.”
• Chip: “The survey said 56% [of agency revenue] was retainer based, 41% was project based, 3% was unsure — and I’m just unsure about those respondents. If you’re an agency leader, and you can’t tell me what most of your work is, I’m a little concerned for the health of your agency.”

[read the transcript]