No matter whether Berlin, Munich, Cologne, Hamburg or Frankfurt - content marketing agencies are springing up like mushrooms in Germany. But how do you find the right agency? contentmanager.de has examined and compared 16 agencies with content marketing expertise based on more than 120 criteria. The comparison is also available for download.
Content marketing is an essential discipline in online marketing today. It is attractive for companies to have their own content marketing implemented by an agency. The reason: The professional continuous planning, production, and distribution of content quickly costs a lot of resources. That is why content marketing is often outsourced to service providers. But how do you find the right agency? What competencies does she have to have? Read in this article which criteria we have applied to the comparison and download the summary using the following form.
An extensive list of criteria for content marketing agencies leads to more transparency
The contentmanager.de editorial team held talks with many content marketing experts. The result of these discussions is a very extensive list of criteria. We used this list to interview many agencies. First of all: Only a few agencies saw themselves able to answer all of our questions in detail. There were various reasons for this, from too little time to unwillingness to answer the questions with the desired transparency. This brings us to the topic: transparency. To date, there is very little transparency in the market of content marketing agencies. The result: Marketing decision-makers have too little information on their own side to make an agency selection. In the end, gut instinct or existing rope teams often decide on agencies, who in many cases offer the topic of "content marketing" because the market demands it and not necessarily because they master it. Nevertheless, we were able to find 16 agencies that were happy to provide us with information and that are represented across the country and from small (10 employees) to large (400 employees).
Size does matter - or not?
At the beginning of the questionnaire, we asked the agency as a company. Most agencies provided information about the number of employees and customers and the age of the company. We also asked which clients the agency works for. The agency comparison should also help to network the right agencies and agency customers. In addition to the size, we also checked the industry expertise. Depending on the size of the agency, some found it difficult to name just a few branches.
National versus international requirements in content marketing
If the company has an international presence, the simplest case is to deliver all content in multiple languages. In addition to the language, knowledge of the culture of the target country is also important. We asked which languages the agencies can use. It quickly became clear that some agencies only offer one or two languages, others bring a multitude of languages.
Core services and additional services of the agency
While some agencies have a clear focus on the development of the content strategy, other agencies chose the operational production of content as their specialty. When producing content, we asked more in depth about the formats from text to image to video and from social content to SEO content for the expertise.
Further criteria for choosing the right content marketing agency
Nowadays, agencies don't just need skills in the form of suitable and trained employees. It is also helpful to have the right software solutions. We also queried various infrastructures and were able to determine whether the agencies already have their own software, for example for mapping editorial plans, or not. We also partially examined the legal criteria. So you can quickly see whether the agencies offer standard contracts and whether the companies are certified.
The pricing approaches of the agencies
When asked about the prices, the agencies' willingness to provide information was heterogeneous. At the end of the day, of course, the price is only one component; the skills must match beforehand. In addition, prices can be negotiated especially when it comes to larger projects or long-term cooperation. In addition to the different daily rates, the minimum volume per year that an agency needs so that it can work for the company is exciting.
These agencies are represented in the market overview
The following 16 content marketing agencies participated in the comparison (from A to Z):
add2 GmbH
The add2 agency based in Düsseldorf has around 92 employees. The company has been around since 1997.
Your USP is:
"Media, technology, content marketing and analysis from one agency | Data-based creation and real-time campaigns "
Artundweise
Based in Bremen, the agency had 40 employees at the time of the survey. According to its own information, it achieved sales of EUR 2.4 million in 2018. The company, which has existed since 1991, sees its USP in the following approach:
"We support medium-sized companies in the transformation of their communication into the digital age."
C3 Creative Code and Content GmbH
The content marketing agency C3 has its headquarters in Berlin. In addition, it has further offices in Munich, Stuttgart, Hamburg, and Frankfurt. Even if you leave out companies in which C3 is involved, the agency has around 400 employees. The agency was founded in 2001.
Your USP:
"Creating what matters - C3 is a leading provider of content marketing solutions for German and international companies. The agency successfully combines creativity, understanding of technology and content excellence. "
Fink & Fuchs AG
Fink & Fuchs AG operates from Wiesbaden with 80 employees. In addition to Wiesbaden, it has locations in Munich and Berlin. The agency was founded in 1988.
Your USP:
"As a specialist in communicating change and technological change, Fink & Fuchs has been the strategic partner for companies, associations and public clients for 30 years."
great content GmbH
The great content agency has 30 employees in Berlin and has been active since 2011.
House of YAS
The 30-member team from the content marketing agency House of YAS is based in Cologne and was founded in 2013.
Your USP:
"We are the specialists for the strategy, conception, and implementation of data-based and creative content hubs"
Kresse & Discher GmbH
Founded in 1990, the agency based in Offenburg and Eschborn offers content marketing services with around 50 employees.
Your USP:
"Special expertise in cross-media brand communication B2C - made to measure"
more fire GmbH
Morefire GmbH has 73 employees. When asked about the USP, the company replied: "We are HubSpot Diamond Partners".
Performics Germany GmbH
The international agency Performics is headquartered in Chicago, USA. In Germany, it is active in Berlin, Düsseldorf, and Hamburg. In total, it has locations in 56 other countries. It has more than 200 employees and generated sales of EUR 31.6 million in 2018. The agency was founded in 1998.
Your USP:
"Performics connects brands and people in the area of paid, organic or content - with networked precision marketing and individual, tool-based solutions."
pilot Hamburg GmbH & Co KG
As the name of the company suggests, it is headquartered in Hamburg. In addition, it is represented in Berlin, Munich, Stuttgart, Nuremberg, and Mainz. With 420 employees and an annual turnover of 37.6 million euros in 2018, it is one of the largest surveyed agencies in this market overview. Your USP: "Integrated communication solutions from various disciplines, such as content, campaign, social media, market research, and media"
Profilwerkstatt GmbH
Profilwerkstatt GmbH is located in Darmstadt, Munich, and Düsseldorf and has approximately 80 employees. The agency was founded in 2009. Its USP: “The profile workshop is the home of content experts. We focus on B2B content and communication strategies - business, finance, management, technology, chemistry. We are the communicative companion of the digital transformation. In this context, we are committed to internal & change communication and management communication. "
PUBLICIS PIXELPARK
The agency belonging to the Publicis Groupe Paris has its headquarters in Hamburg. It is also represented with locations in Cologne, Berlin, Erlangen, and Munich in Germany. It has over 700 employees. When asked about the USP, the agency replied: "We offer digitization know-how and cover all services from strategy development to content production to distribution."
ready to go! Digital marketing & coaching
The content marketing agency is located in the approx. 1,600 community in Bayrischzell and employs approx. 10 people. The company has been active since 2002.
Your USP: “We develop the digital heartbeat for unique people and companies. Linked to the extraordinary sense of trends and opportunities, we network their business with the world. "
Studio1 (R) Kommunikation GmbH
In addition to the Heilbad Heiligenstadt headquarters, the agency has another company headquarters in Berlin. Approximately 40 employees generated sales of 3 million euros in 2018. The company has been on the market since 1991. The agency's USP reads as follows: "Communication is everything, everything is communication: We are a full-service agency with a constant look ahead."
THE DIGITALE GmbH
The Munich-based agency The Digitale GmbH has 15 employees and has been in existence since 2014. Your USP: “We offer full service in the field of digital content marketing and cover the entire value chain of digital marketing. We always work agile and data-based. "
xeomed GmbH & Co. KG
35 employees seemed GmbH & Co. KG is based in Nuremberg. In 2018, it generated sales of 4.7 million euros. The agency was founded in 2009. Your USP: “xeomed has positioned itself as an agency for online marketing and is the specialist for digital campaigns in the pharmaceutical and healthcare sector. The area of healthcare content is a particular focus. The company can rely on an in-house editorial team with medical expertise. The digital marketing model is based on data-based and performance-oriented work. "
Conclusion
Finding the right content marketing agency is no easy task. With our market overview, we want to bring more transparency into this confusing market and help companies to find the right agency for their own needs. At this point, once again, many thanks to the content marketing agencies, who are not afraid of transparency and who participated proactively in our agency comparison.
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