Do Digital Marketing Agencies Create Content?

For businesses trying to grow online, having the right content is key. It shapes how a brand connects with customers and how it stands out from the competition. With digital marketing agencies offering a wide range of services, you might be wondering: Do digital marketing agencies create content?

This article breaks it down, exploring the role agencies play in crafting content that gets results.

Do Digital Marketing Agencies Create Content?

Yes, digital marketing agencies do create content. They craft blog posts, social media updates, videos, and much more to help businesses connect with their audience, strengthen their brand, and drive real results. But there’s more to it than just “yes.” 

If you’re curious about what kinds of content they create, how they ensure quality, and why businesses choose to work with them, keep reading. This article breaks it all down, so you get the full picture.

Why Content is the Heart of Digital Marketing

Digital marketing revolves around connecting brands with audiences online. And content is the glue that holds these connections together. Content includes everything from blog posts and social media updates to videos and graphics.

When you hire a digital marketing agency, you’re not just hiring someone to run ads or manage accounts. You’re tapping into their expertise in creating content that fits your brand voice, reaches your audience, and drives results.

What Types of Content Do Agencies Create?

Here’s a simple breakdown of the most common types of content digital marketing agencies produce:

• Written Content: Blog posts, website pages, articles, email copy, and more. This content is often optimized with relevant keywords to help your site rank better on search engines.
• Social Media Content: Captions, posts, graphics, reels, and interactive elements designed to engage your audience on platforms like Instagram, LinkedIn, Facebook, and TikTok.
• Video Content: Short-form videos, ads, explainer videos, live streams, and stories that grab attention and make complex ideas easy to digest.
• Graphics and Infographics: Visuals that communicate ideas quickly and make your content more shareable and impactful.

How Does Agency-Created Content Work?

When you work with an agency, here’s what typically happens:

1. Discovery and Audience Research: The agency learns about your business goals, target audience, and industry challenges. This includes researching your audience’s preferences, pain points, and behaviors to ensure content resonates.
2. Strategy: They craft a content plan aligned with your objectives, including topics, formats, and timelines.
3. Creation and Quality Control: Writers, designers, and creators produce the content, guided by editorial guidelines and multi-step reviews to ensure it’s polished and error-free.
4. Distribution and Amplification: The content is shared across platforms where your audience hangs out—social media, blogs, email newsletters, or ads. Agencies may also repurpose content for different formats and test what works best.
5. Analysis and Optimization: Agencies track key performance metrics like engagement rates, conversion rates, and organic rankings. They use this data to fine-tune content strategies and deliver better results.

Why Businesses Choose Agencies for Content Creation

Here are a few reasons businesses hire digital marketing agencies to handle content:

• Consistency: Agencies maintain a regular flow of content so you stay visible without gaps.
• Expertise: They bring SEO knowledge, design skills, and creative ideas that drive engagement and conversions.
• Time Savings: You can focus on running your business while the agency handles planning, creating, and distributing content.
• Performance Tracking: Agencies use data to refine content strategies, so every piece of content works harder for your goals.

How Agencies Ensure Content Quality

Competitors often say “high-quality content” but don’t explain how agencies achieve it. Here’s how:

• Editorial Guidelines: Agencies use strict content guidelines to ensure consistency and accuracy.
• Multi-Step Reviews: Content goes through layers of editing for grammar, tone, and SEO.
• User Testing: Some agencies test content formats and styles to see what resonates best.

Things to Keep in Mind When Outsourcing Content

Outsourcing content can be a smart move, but it’s not without challenges. Here’s what to consider:

• Budget Constraints: Hiring a digital marketing agency can be costly, especially for businesses with limited budgets. Instead of dismissing the idea outright, consider negotiating a pilot project to assess value before committing long-term.
• Capturing Your Brand Voice: Agencies might need time to fully understand your brand’s tone and messaging. It’s helpful to provide brand guidelines, sample content, and ongoing feedback to bridge the gap faster.
• Over-Dependence Risks: Relying too heavily on an external team can limit the growth of your in-house skills. To prevent this, consider involving your team in content planning discussions or workshops led by the agency.

How to Get the Most Value from a Digital Marketing Agency

Maximizing the return on your investment starts with a proactive approach. Here’s how to make it happen:

• Set Clear Expectations Early: Share detailed goals, audience profiles, and examples of content that resonates with your market. This helps the agency hit the ground running.
• Collaborate as Partners: Invite agency members to team meetings or brainstorming sessions. The closer the collaboration, the better the results.
• Define Key Metrics for Success: Beyond traffic and engagement, consider setting goals for content shares, backlinks earned, or even audience growth.
• Regularly Review and Iterate: Don’t just “set and forget.” Monthly or quarterly reviews allow you to refine strategies based on real results.

Exploring Alternatives to Outsourcing Your Content

Not every business needs to outsource its content, and there are other approaches that might work better for your needs:

• In-House Content Teams: Building an internal team gives you full control and can foster a unique brand voice. However, be prepared for the investment in recruitment, training, and resources to maintain a high-quality output.
• Freelance Talent: Working with freelancers offers flexibility and can be cost-effective. To get the best results, invest time in vetting freelancers and providing detailed briefs.
• Hybrid Models: Combining in-house efforts with agency or freelance support lets you maintain control over core messaging while tapping into external expertise for specific campaigns or formats. This balance helps you stay agile and cost-efficient.
• Educational Partnerships: Consider collaborating with universities or training programs for fresh perspectives and affordable content creation from students seeking experience.

What Makes Good Content? KPIs to Watch

Not all content is created equal. Whether you’re producing it in-house or with a digital marketing agency, tracking the right metrics can help you measure content quality and impact. Here’s a quick look at some KPIs and criteria that define good content:

A good content strategy isn’t just about producing lots of material—it’s about creating valuable, engaging, and impactful content that meets both business goals and audience expectations.

Emerging Trends in Content Creation

While most competitors focus on traditional formats, agencies are increasingly adopting trends like:

• AI-Assisted Content with a Human Touch: AI tools help draft ideas, but human editors ensure creativity and nuance.
• Personalized Video Content: Videos tailored to individual customer segments are driving higher engagement.
• Interactive Experiences: Quizzes, polls, and other interactive content keep audiences engaged longer.

Key Takeaway: Agencies Don’t Just Create Content—They Craft Strategies

A digital marketing agency doesn’t just produce content. They build a content strategy tailored to your goals and audience, ensuring every blog post, social media update, or video serves a clear purpose.

So, do digital marketing agencies create content? Absolutely. And when done right, agency-created content can help your business attract new customers, strengthen your brand, and drive real results.

FAQs

1. Do digital marketing agencies create all types of content?
Yes, digital marketing agencies often create a wide range of content, including blog posts, social media updates, videos, infographics, email copy, and more. The exact types depend on your business goals and the agency’s expertise.

2. Why do businesses hire digital marketing agencies for content creation?
Businesses hire agencies to ensure consistent, high-quality content that aligns with their brand voice and goals. Agencies also bring specialized skills in SEO, design, and strategy that help improve engagement and drive results.

3. Can a business handle content creation in-house instead of hiring an agency?
While some businesses manage content in-house, it can be time-consuming and resource-heavy. Many choose agencies like Effeect to access professional teams and free up time to focus on other areas of their business.

4. How do digital marketing agencies ensure content quality?
Agencies use editorial guidelines, multi-step review processes, and performance tracking to ensure content is polished, engaging, and optimized for search engines and user experience.

5. Do digital marketing agencies also distribute the content they create?
Yes, most agencies don’t just create content—they also handle its distribution through blogs, social media, email marketing, and paid channels, ensuring it reaches the right audience effectively.

6. Is a digital marketer a content creator?

Not necessarily. A digital marketer focuses on promoting a brand’s products or services through online channels. While content creation is often part of a digital marketer’s responsibilities, especially for those specializing in content marketing or social media, not all digital marketers are content creators. Some focus on strategy, SEO, paid advertising, or analytics, while content creation might be handled by writers, designers, or video producers.

7. Who creates content in digital marketing agencies?

Content in digital marketing agencies is typically created by a team of specialists. Writers handle the text, designers create visuals, and video editors or animators produce video content. Depending on the project, SEO experts, strategists, and social media managers also contribute to ensure the content meets performance goals and fits the overall marketing strategy.