{"id":17560,"date":"2020-10-16T18:47:23","date_gmt":"2020-10-16T18:47:23","guid":{"rendered":"https:\/\/www.verblio.com\/?page_id=17560"},"modified":"2023-08-16T13:06:53","modified_gmt":"2023-08-16T13:06:53","slug":"agency-survey-2020","status":"publish","type":"page","link":"https:\/\/www.verblio.com\/agency-survey-2020","title":{"rendered":"Verblio&#8217;s 2020 Agency Survey Results"},"content":{"rendered":"\n<h1><span class=\"ez-toc-section\" id=\"verblios-2020\"><\/span>\n\t\tverblio&#8217;s 2020\n\t<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h1><span class=\"ez-toc-section\" id=\"digital-agency-survey\"><\/span>\n\t\tdigital agency survey\n\t<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\t<p>Last year, Verblio conducted a survey of <strong>115 digital agency owners from across the country<\/strong> to learn how they&#8217;re creating content for their clients.<\/p>\n\t<h1><span class=\"ez-toc-section\" id=\"the-takeaways\"><\/span>The takeaways?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\t01\n\t<h2><span class=\"ez-toc-section\" id=\"five-trends-in-content-creation\"><\/span>Five Trends in Content creation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\t02\n\t<h2><span class=\"ez-toc-section\" id=\"what-the-most-successful-agencies-are-doing-differently\"><\/span>What the Most Successful agencies are Doing Differently<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\t<p>We asked about all things content creation: methods, outcomes, pain points, and more. We found a few common practices across the industry, but we also discovered one major way that a few agencies are setting themselves apart and winning the content creation game. Let&#8217;s take a look!<\/p>\n\t<h1><span class=\"ez-toc-section\" id=\"five-trends-in-content-creation-2\"><\/span>Five Trends in Content Creation<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\t<p>trend 01:<\/p>\n\t<p>Content is<\/p>\n\t<p>GETTING LONGER<\/p>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;On average, is the content you create for your clients longer or shorter than it was 2 years ago?&#8221;<\/p>\n<h3>\n\t\tYou answered:\n\t<\/h3>\n\t<ul>\n\t\t\t\t<li>\n                        <p>Our content is shorter than it was two years ago<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>Our content is the same length as it was two years ago<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>Our content is longer than it was two years ago<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<h3>Longer content = better results<\/h3>\n<p>What&#8217;s up with the longform? Longer content means more comprehensive answers to your audience&#8217;s questions, offering more value to them and better SEO results for you.<\/p>\n<p>So, how long are we talking?<\/p>\n\n<p>And gone are the days when a weekly 300 word post was all it took to have a solid content strategy. These days, <strong>a mere 10% of agencies<\/strong> say their average post is fewer than 500 words.<\/p>\n\t<p>trend 02:<\/p>\n\t<p>Video<\/p>\n\t<p>Works<\/p>\n\t\t\t71%\n<h4>\n\t\t71 percent of agencies have used video embedded in content or on social media\n\t<\/h4>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;If you&#8217;ve been experimenting with video, what kind of video? How did you source it? How did it work?&#8221;<\/p>\n<h3>\n\t\tThere is no single approach to video&#8230;\n\t<\/h3>\n\t<p>&#8220;When we&#8217;ve done this, we&#8217;ve used existing video from the client.&#8221;<\/p>\n\t<p>&#8220;Whiteboards, product videos.&#8221;<\/p>\n<p>&nbsp;<\/p>\n\t<p>&#8220;Explainer Videos. Testimonial Videos.&#8221;<\/p>\n<p>&nbsp;<\/p>\n\t<p>&#8220;Sourced from YouTube.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h3>\n\t\t&#8230;But regardless of the how and what, video is paying off for agencies.\n\t<\/h3>\n\t<p>&#8220;We create in-house and publish on social media, paid and organic, digital display, video preroll and in email marketing. <strong>Engagement is always higher.<\/strong>&#8220;<\/p>\n\t<p>&#8220;We create video content in house. We generally see <strong>better metrics<\/strong> for <strong>on-page time, total pageviews<\/strong>, etc.&#8221;<\/p>\n\t<p>&#8220;Explainer, blog content, etc. Typically done in house or even by the client. Video has proven to be <strong>very effective<\/strong> across all of our clients.&#8221;<\/p>\n\t<p>&#8220;Outsourced it. <strong>Improved engagement.<\/strong>&#8220;<\/p>\n\t<p>&#8220;Basic video &#8211; animated. Using Powtoon. <strong>Works great<\/strong> when we&#8217;re allowed to do it!!&#8221;<\/p>\n\t<p>&#8220;Video paired with great copy <strong>does well for just about every client<\/strong>.&#8221;<\/p>\n\t<p>trend 03:<\/p>\n\t<p>Rewrites<\/p>\n\t<p>GET RESULTS<\/p>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;What types of written content do you use most frequently to drive results for your clients?&#8221;<\/p>\n<h3>\n\t\tyou answered:\n\t<\/h3>\n\t<ul>\n\t\t\t\t<li>\n                        <p>Rewriting existing client content<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<h3>Stop reinventing the wheel.<\/h3>\n<p>Rewriting existing content takes less time than starting from scratch, and it will also help you see results faster on Google. Most brands already have years&#8217; worth of posts on their site &#8211; with a little freshening up, they can start delivering results again.<\/p>\n<p>Update links and statistics to more current sources. Conduct new keyword research to find relevant terms. You can even combine old, related posts to keep up with today&#8217;s longform trend.<\/p>\n\t<p>trend 04:<\/p>\n\t<p>Create &amp;<\/p>\n\t<p>PROMOTE<\/p>\n\t\t\t96%\n<h4>\n\t\t96 percent of agencies do something more than just &#8216;publish and pray&#8217; with their content.\n\t<\/h4>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How do you promote content you create for clients?&#8221;<\/p>\n<h3>\n\t\tYou answered:\n\t<\/h3>\n\t<ul>\n\t\t\t\t<li>\n                        <p>We use our client&#8217;s social media<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>We use our client&#8217;s newsletter<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>We do unpaid link building<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>We buy links<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<h3>Promotion isn&#8217;t optional<\/h3>\n<p>If a blog post is published in the digital forest and nobody sees it, does it make a sound?<\/p>\n<p>With so much content on the web, it&#8217;s no longer enough just to hit &#8216;publish.&#8217; Whether by focusing on shares via social, distribution via email, or backlinks from relevant sites, content promotion is now part of nearly every agency&#8217;s strategy for their clients.<\/p>\n\t<p>trend 05:<\/p>\n\t<p>Outsourcing<\/p>\n\t<p>IS IN DEMAND<\/p>\n\t\t\t86%\n<h4>\n\t\t86 percent of agencies outsource content creation in some way\n\t<\/h4>\n\t\t\t55%\n<h4>\n\t\tand 55 percent have no dedicated content writer on staff\n\t<\/h4>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How do you create content for your clients?&#8221;<\/p>\n<h3>\n\t\tYou answered:\n\t<\/h3>\n\t<ul>\n\t\t\t\t<li>\n                        <p>We use individual freelance writers<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>We use a dedicated content platform like Verblio, Crowd Content, or WriterAccess<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                        <p>We use general marketplace services like Upwork or Fiverr<\/p>0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\n<h3>\n\t\tWondering what to outsource? For a lot of agencies, it depends on the topic. how much expertise does it require? How complex and technical is the subject matter?\n\t<\/h3>\n\t<p>&#8220;Depends on topic, length, expertise, audience, and amount of research required.&#8221;<\/p>\n<p>&nbsp;<\/p>\n\t<p>&#8220;If research is needed, we outsource to Verblio. If we can piece together content based on existing materials, we&#8217;ll do in-house.&#8221;<\/p>\n\t<p>&#8220;Anything we known would be better off written by an SME. Usually topics related to IT, software, finance, medical, legal, etc.&#8221;<\/p>\n<h3>\n\t\tBut agency capacity also drives outsourcing.\n\t<\/h3>\n\t<p>&#8220;We decide on a case by case basis depending on the technical needs, timing and current workloads.&#8221;<\/p>\n\t<p>&#8220;If a project is on deadline and is time intensive, we outsource those larger or quick turnaround projects.&#8221;<\/p>\n\t<p>&#8220;Depends how busy our writers are.&#8221;<\/p>\n<p>&nbsp;<\/p>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.verblio.com\/wp-content\/uploads\/2018\/09\/verblio_violet-scale@2x.png\" alt=\"verblio_violet-scale@2x\" itemprop=\"image\" height=\"866\" width=\"974\" title=\"verblio_violet-scale@2x\" onerror=\"this.style.display='none'\">\n\t<h1><span class=\"ez-toc-section\" id=\"what-the-most-successful-do-differently\"><\/span>What the<br>\nmost successful<br>\ndo differently<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\t<p>Universal trends are great, but here&#8217;s where the data gets <em>really<\/em> interesting.<\/p>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How successful is your agency&#8217;s content program?&#8221;<\/p>\n\t\t\t25%\n<h4>\n\t\tOur content program is very successful\n\t<\/h4>\n\t\t\t75%\n<h4>\n\t\tOur content program is not successful or only somewhat successful\n\t<\/h4>\n\t<h3>*Record scratch*<\/h3>\n<h1><span class=\"ez-toc-section\" id=\"wait-what\"><\/span>wait, what?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\t<p>That number surprised us, so we dug into the data.<\/p>\n\n<p>Impressive, right? But we wanted to know more. How are they achieving that profit? Where are those 25 percent differentiating themselves in the content creation process?<\/p>\n<p>After much digging, we found the answer in one particular area:<\/p>\n\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.verblio.com\/wp-content\/uploads\/2018\/09\/verblio_teal-writers-work@2x.png\" alt=\"verblio_teal-writers-work@2x\" itemprop=\"image\" height=\"865\" width=\"974\" title=\"verblio_teal-writers-work@2x\" onerror=\"this.style.display='none'\">\n<h1><span class=\"ez-toc-section\" id=\"3-components-of-a-successful-content-pricing-strategy\"><\/span>\n\t\t3 components of a successful Content Pricing Strategy\n\t<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h2><span class=\"ez-toc-section\" id=\"01-pricing-a-single-piece-of-content\"><\/span>\n\t\t01: Pricing a Single Piece of Content\n\t<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How much does a 1,000 word blog post cost your client?&#8221;<\/p>\n\t<h5>agencies with successful content programs<\/h5>\n\t<h5>agencies with unsuccessful content programs<\/h5>\n<h3>\n\t\tyou answered:\n\t<\/h3>\n\t<p>More than $300<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>Between $100 and $300<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>Less than $100<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"02-marking-up-content\"><\/span>\n\t\t02: Marking Up Content\n\t<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How much do you charge for a piece of content that cost $100 to produce?&#8221;<\/p>\n\t<h5>agencies with successful content programs<\/h5>\n\t<h5>agencies with unsuccessful content programs<\/h5>\n<h3>\n\t\tyou answered:\n\t<\/h3>\n\t<p>More than $300<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>Between $100 and $300<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>No markup<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"03-billing-for-content\"><\/span>\n\t\t03: Billing for Content\n\t<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>\n\t\twe asked:\n\t<\/h3>\n\t<p>&#8220;How do you price your written content offering to your clients?&#8221;<\/p>\n\t<h5>agencies with successful content programs<\/h5>\n\t<h5>agencies with unsuccessful content programs<\/h5>\n<h3>\n\t\tyou answered:\n\t<\/h3>\n\t<p>We build content into our retainer<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>We bill pieces a la carte<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<p>We offer content as an additional line item<\/p>\n\t<ul>\n\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<li>\n                            0%\n\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t<h3>The Price is Right<\/h3>\n<p>Those percentages are pretty clear: The <strong>pricing structure<\/strong> is a major factor separating the successful 25 percent of agencies from the rest of the pack. <\/p>\n<p>The takeaways? You should <strong>build content into your retainer<\/strong>, and you probably need to <strong>charge more<\/strong> for it. When you make the switch from viewing content as an optional, add-on budget item to an essential component of your marketing strategy, it&#8217;s easier to prioritize it-and easier to make it a healthy part of your agency&#8217;s profit.<\/p>\n\t<p>LET&#8217;S RECAP<\/p>\n\t<h3>Six things every agency needs to know:<\/h3>\n<ul>\n<li>Content is getting longer<\/li>\n<li>Video is rising<\/li>\n<li>Rewrites are getting results<\/li>\n<li>Promotion matters<\/li>\n<li>Outsourcing is the way to go<\/li>\n<\/ul>\n\t<h3>And the pricing strategy that will set you apart:<\/h3>\n<ul>\n<li>Charge more for (and mark up) your content<\/li>\n<li>Build the cost of content into your retainer<\/li>\n<\/ul>\n\t<h3>Thanks to all of our agency respondents, and stay tuned for the results of our 2021 survey!<\/h3>\n\t<h3>Questions? Check out <a href=\"https:\/\/www.verblio.com\/faqs\">our FAQs<\/a> or <a href=\"https:\/\/www.verblio.com\/contact\">contact us<\/a>.<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>verblio&#8217;s 2020 digital agency survey Last year, Verblio conducted a survey of 115 digital agency owners from across the country to learn how they&#8217;re creating content for their clients. The takeaways? 01 Five Trends in Content creation 02 What the Most Successful agencies are Doing Differently We asked about all things content creation: methods, outcomes,&#8230;<\/p>\n","protected":false},"author":73,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Verblio&#039;s 2020 Agency Survey Results - Verblio<\/title>\n<meta name=\"description\" content=\"Verblio surveyed agency owners on all things content creation, and we found some surprising (and not so surprising) results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.verblio.com\/agency-survey-2020\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Verblio&#039;s 2020 Agency Survey Results\" \/>\n<meta property=\"og:description\" content=\"Verblio surveyed agency owners on all things content creation, and we found some surprising (and not so surprising) results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.verblio.com\/agency-survey-2020\" \/>\n<meta property=\"og:site_name\" content=\"Verblio\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-16T13:06:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.verblio.com\/wp-content\/uploads\/2018\/09\/verblio_violet-scale@2x.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Verblio surveyed agency owners on all things content creation, and we found some surprising (and not so surprising) results.\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.verblio.com\/agency-survey-2020\",\"url\":\"https:\/\/www.verblio.com\/agency-survey-2020\",\"name\":\"Verblio's 2020 Agency Survey Results - 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