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Content Marketing Agency Benchmarks: Pricing, Production, and Metrics

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Most content marketing agencies (66%) produce, on average, fewer than 10 campaigns a month for each client, according to a recent report from Moz and Fractl.

The report was based on data from a survey of 30 marketers working at content agencies. Respondents were asked to answer a 14-question poll that explored topics such as the cost of services and the reach of campaigns.

Some 41% of respondents say their agency produces fewer than five campaigns per month for each client, on average; 25% produce 5-9 campaigns per month, on average.

Below, additional key findings from the report.


Content Types

  • 35% of respondents say articles are one of the three content types ordered most frequently by clients.
  • 24% say infographics are one of the three most requested content types.

Pricing Structure

  • 70% of respondents say their content agency tends to work on a monthly retainer pricing structure; 15% work on a pay-per project structure; 8%, pay-per-hour; 7%, pay-per-word.
  • 35% of respondents' monthly retainers are between $1,000 and $5,000, on average; 24% are between $5,000 and $10,000.

Metrics

  • 20% of respondents say clients measure content marketing success by the number of leads generated.
  • 14% measure success by the number of high-quality links generated.

About the research: The report was based on data from a survey of 30 content marketing agencies.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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