Why content marketing is a huge growth opportunity for savvy agencies

PR pros and marketers are constantly looking for an edge over the competition. Here’s why it’s essential for agencies to tap into content creation.

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Why aren’t more PR and marketing agencies taking the lead on content marketing?

When I attended the first Content Marketing World Conference and Expo in Cleveland in 2011, fellow agency executives weren’t there—and they still haven’t caught up.

Back then, Ogilvy was the only traditional, full-service agency with someone attending—but to be fair, she was presenting one of the sessions. Another global agency brand, Wunderman did show up, but it was the Brazilian, not U.S., office.

That was it for the full-service agency crowd.

On the other hand, 21 Fortune 500 companies had representation, and 11 of the Fortune 50 (22 percent) were roaming the halls of the Cleveland Convention Center.

So why was it that the clients we all say we want to “lead” were at a brand new content marketing conference while the agency world sat idly by on the sidelines?

Over beers after opening night, I ran an informal focus group of friends and presenters. New York Times bestselling author, Jay Baer, had the best take on what we were witnessing:

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