Do Digital Marketing Agencies Create Content?

by

I’ve been working as a freelance copywriter and content writer for over twenty years, and much of the work I do is for digital marketing agencies. So, to quickly answer the question, “Do digital marketing agencies create content,” the answer is YES.

But to understand what sort of content digital marketing agencies create, let’s first make sure we understand what digital marketing is.

Here’s what I’m covering. Click on one of the links below to jump to an individual section.

Let’s get to it!

What exactly is digital marketing?

Simply put, digital marketing is the online promotion of products or services. Boom! Yes, that’s a super simple definition. But why complicate things, right?

Forty years ago, businesses marketed themselves through what we now refer to as “traditional” methods. Examples include the Yellow Pages, newspaper ads, radio and TV commercials, direct mailers, telemarketing, highway billboards—you get the idea.

But Al Gore’s Internet changed all that. Personal computers became a thing in the 1980s, and by the 1990s, customer relationship management tools, or CRMs, gained traction. This is pivotal because businesses could now easily keep information on their customers.

And let’s not forget these nuggets:

Google came onto the scene in 1998 and transformed how consumers buy.

By the early aughts, more businesses had an online presence, and more consumers had access to the Internet and their own personal email addresses.

The iPhone hit the market in June 2007, and things really heated up because people could research and buy products and services directly from their phones.

(Here’s an excellent guide about the history of digital marketing—be sure to check it out.)

What’s the difference between traditional marketing and digital marketing?

So, if I had to point to the most significant difference, it would be the ability to target the right audience with the right message at the right time.

Traditional marketing casts a wide net. For example, those direct mailers from forty years ago went to many people. Most probably weren’t interested in whatever the business was selling.

The same was true for that highway billboard. Most people driving down the highway didn’t need a new car, bank, or whatever was being promoted.

Of course, those direct mailers and billboards still served a purpose in increasing brand awareness, even for those who weren’t interested in the products and services. But still—a lot of money was poured into advertising initiatives that didn’t yield great conversions.

Digital marketing is different because it’s much more targeted.

Instead of casting a wide net that will inevitably include people who have zero interest and will never buy, businesses can target clients and customers who are much likelier to be interested in the product or services based on what they know about their ideal client or customer.

For example, if I own a fencing company and I’m running Google Ads, I can bid on keywords that my prospective customers type into Google when they’re searching for someone who can help erect a fence in their backyard.

Or let’s say I own a senior living community, and a website visitor fills out a form to download a guide about financing senior living. On the form, I can ask questions that will tell me more about this prospect, starting with what level of care they’re interested in—independent living, assisted living, or memory care. I can segment people based on the level of care and send them content related to the care option they’re interested in.

It wouldn’t make sense for me to send information on memory care to a newly retired person interested in joining an independent living community, right?

Digital marketing makes sending the right message to the right person at the right time much easier.

What’s the difference between digital marketing and inbound marketing?

All inbound marketing is digital marketing, but not all digital marketing is inbound.

The inbound marketing philosophy involves putting the prospective client or consumer in control. The prospect is the one who seeks out the brand, not the other way around. The brand takes specific steps, like optimizing its website, to ensure prospects can easily find the brand when they are ready to buy.

For example, let’s say I’m the new HR person for a business, and I know we need to overhaul how we background check job applicants. I google “best background check companies” to see what comes up.

Turns out, people search “best background check companies” 590 times a month in the U.S. Smart background check companies will optimize a piece of online content for that phrase. They might bid on relevant keywords for pay-per-click ads and do promotional outreach to organizations that regularly do annual reviews about “best background check companies” so that theirs might be included.

The prospect who does the search will see some of this stuff in Google—the PPC ad, the website content, and the review sites. They’ll click, poke around, request demos, and eventually select a winner.

Boom! That’s a perfect example of inbound marketing.

The brand hasn’t actively reached out to the prospect—the prospect comes in on their own. With inbound marketing, the brand works hard at attracting prospects via optimized online content and “delighting” them as they go on their buying journey.

Again, that’s a simple definition. But you get the idea.

So, all inbound marketing is digital because it happens online. However, not all digital marketing is inbound marketing.

The best way for me to explain this is through an example.

Let’s say I purchase an email list and start emailing everyone on it. Email is an online activity, so it’s a digital method. But I bought the list. Those folks have not asked to receive emails from me. That violates the inbound philosophy where the prospect is in control and comes to the brand first.

Of course, some email marketing is inbound marketing. If someone opts in to receive the brand’s email messages, that would be inbound marketing.

I know. It gets confusing.

But the bottom line is not all digital marketing is necessarily inbound marketing.

What are some examples of digital marketing?

Examples of digital marketing are wide-ranging and each serves a unique purpose in reaching audiences.

Digital marketing includes . . .

  • Affiliate marketing drives sales through third-party referrals.
  • Content marketing attracts customers with valuable, consistent content, like blog posts, guides, checklists, and thorough FAQ pages.
  • Digital TV marketing targets ads to viewers on platforms like Hulu or Amazon Prime, while email marketing builds customer relationships through tailored messages.
  • PPC advertising increases site traffic by paying for clicks
  • Social media marketing engages users on platforms like Instagram and LinkedIn.
  • Email marketing delivers messages via email.
  • Text marketing (SMS) delivers promotions directly to phones.
  • Video marketing boosts brand presence through video content.
  • SEO enhances website visibility in search results.

This isn’t an exhaustive list, either.

What is a digital marketing agency?

A digital marketing agency helps clients develop and execute their digital marketing strategies. Some clients might outsource all of their digital marketing to the agency. Those clients don’t typically have their own internal marketing department.

Other clients might have an internal marketing department, but they outsource some work to the digital marketing agency for support. For example, the internal department might be small, and they need help with certain tasks, like PPC or blog writing.

Most digital marketing agencies I’ve worked with consider themselves full-service digital marketing agencies, meaning they handle everything from soup to nuts.

So, how do digital marketing agencies work?

Agencies typically work on a monthly retainer or a per-project basis. For new engagements, the work might start as a project to test the waters and make sure the agency is a good fit for the client (and vice versa).

With retainers, the client usually has a dedicated account team on the agency side that works on all the monthly deliverables, like blog posts, social media posts, paid ads, etc.

The account team usually consists of an account manager and a content person, at the very least. Other folks—like paid ad specialists—often work in the background and can be brought into the account as needed. Same for designers.

But since content drives all digital marketing, the account team usually has a content person. The account manager (or customer success manager) does exactly as it sounds: they manage the day-to-day, week-to-week stuff.

What services do digital marketing agencies offer?

This will vary depending on the agency. However, all digital marketing agencies tend to offer core services like website marketing, content marketing, and social media marketing. Some agencies also offer paid ad services (although some outsource). I’m seeing more agencies offer “thought leadership services.”

And if an agency serves a specific niche, there might be related services. For example, I work for a digital marketing agency that’s focused on senior living communities, and reputation management is a big piece of the marketing puzzle. So that’s a service it offers.

Do digital marketing agencies create content?

Yep, digital marketing agencies create content because content is what makes the digital marketing world go round.

Content is the backbone, the foundation, the core of digital marketing. So, yes, digital marketing agencies create content. Lots and lots of content.

Who creates content in digital marketing agencies?

Typically, you have two main types of content creators: writers and designers. Writers write the words, and the designers create the visuals. But you don’t necessarily need those titles to develop content. If other folks in the agency have writing or graphic design “chops,” they can create content.

People hire me to write the words for various digital marketing assets, whether we’re talking a full-blown website, a single landing page, a one-off welcome email, or a series of lead nurturing emails. And that’s just the beginning.

I might be writing scripts for videos or long-form blog posts to educate prospects, or hard-hitting sales copy that’s trying to get someone to convert into a sale.

Designers help bring the words to life through a great layout and user experience.

Freelance copywriters vs. employees

Most digital marketing agencies have writers on staff. But because content is needed in every digital asset you can imagine, there’s usually overflow work.

That’s where freelancers like me come into play. Agencies will outsource work to freelance copywriters and content writers to fill in the gaps.

Content creator agency / digital content creation agency vs. a full-service digital marketing agency

Some agencies might focus only on content creation, while a full-service digital marketing agency does other things in addition to developing content.

Examples of my content creation services

So, what content creation services do I offer as a freelance copywriter? I’ve been at this for over two decades, so I have experience writing most types of content.

Currently, I do a lot of blogging and SEO copywriting. But I’ve also been doing more branding and positioning, which I enjoy because it allows me to flex my creative muscles.

You can learn more about my content creation services here and see how I position them and myself.

What to look for in a digital marketing agency?

Digital marketing agencies are a dime a dozen. Anyone can hang out a virtual shingle and call themselves a digital marketing agency.

And here’s the thing: Not all digital marketing agencies are created equal, and not all agencies—even reputable ones—are going to be the right fit for the client.

You should always listen to your gut when vetting agencies. Ask colleagues you trust for recommendations.

From there, consider the following:

  • What do you think of their digital presence? How’s their website, blog, and messaging?
  • Do they have experience in your industry? This isn’t a requirement, but it can help. Also, some agencies specialize in certain industries.
  • What results do they get for clients? Look at the case studies, view the results, and interrogate what they mean. That last bit is essential. Case studies always shine a positive light, but ask yourself if the results are as wow-inducing as the copy and design indicate.
  • What’s it like to work with them? Talk to the agency’s clients. You might be able to find this info on your own. For example, if a case study mentions the client’s name, you could reach out to the client on LinkedIn. Or you can ask the agency to introduce you to some of their clients. (Yes, the agency will only ever share names of happy clients, but it’s a place to start.)
  • What are their terms? Make sure you have a clear understanding of the statement of work and contracts. I’m not a big fan of annual contracts, but some agencies (even decent ones) might require that. I think month-to-month is a better arrangement.
  • Do they understand what you want and need? Good agency partners listen to your goals. They come to the table with ideas, but they shouldn’t be trying to upsell you just because they want to make a buck.
  • Are you being realistic in what you want them to deliver? Make sure you have realistic and clear expectations. A great marketing agency can’t solve a crappy product, for example, or operational issues.
  • What’s their work process like? How many people would be on your account team? How many other clients will your account manager be juggling?
  • What’s the word on the street? Check out the agency’s Google Business Profile and corresponding reviews. Same for places like Glassdoor and Trustpilot.

And like I said . . . listen to your gut.

What should you do if you’re interested in getting started in digital marketing or content marketing?

Here’s a great 5-hour introduction to digital marketing course—free from HubSpot Academy.

If you want to become a freelance copywriter or content writer like me, I’ve created a free 14-week blueprint that mimics a semester-long course.

Here are the two books I recommend checking out if you’re just getting started with copywriting (note: the links below are affiliate links; they won’t cost you more if you buy, but I’ll earn a small commission if you do):

✅ The Copywriter’s Handbook by Robert Bly (Amazon affiliate link)

✅ Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut (Amazon affiliate link)

Make sure you have the right writing tools.

✅ I use Grammarly to help polish my prose. You can sign up for the free version here. (Again, this is an affiliate link.)

Did you find this article helpful? Here are more titles about copywriting to check out: