Agencies are special businesses, brimming with creative and strategic people who have made a career building someone else's brand—but the irony is that some of the best marketers in the world are also some of the worst in crafting their own personal story.

I work with agencies every day, helping them focus their efforts and generate new business via content marketing. However, I see the same pitfalls, day after day, whenever I ask an agency why it deserves to own content marketing and tell brand stories. People do a lot of scrambling, spouting buzzwords and giving an occasional blank stare.

So you have to ask yourself: "What are the most important elements to getting content marketing right at an agency?"

I spoke with some experts and came up with three clear elements to the effective implementation of a content service offering.

1. You're going beyond delivery

One major challenge involves the nature of marketing services. From the ideation of strategy, through execution, optimization, and measurement of campaigns, the process is arduous and antiquated.

Agencies spend the majority of their time getting to know a brand during the discovery process, with the remainder of their time spent conquering tight deadlines and high (sometimes unrealistic) expectations. And once an agency finally reaches a notable milestone, it's most likely time to discuss contract renewal.

Agencies need to shatter traditional workflow bottlenecks and demonstrate to their clients that they're capable of engaging and reacting to the always-on consumer, suggests Anjali Ramachandran, head of Innovation at PHD UK.

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image of Caleb Gonsalves

Caleb Gonsalves is an agency development executive at Skyword, a content marketing platform and services provider.

LinkedIn: Caleb Gonsalves

Twitter: @calebnate