2 in 3 UK agencies say their clients’ content strategy is integrated with their SEO activity, while 16% say that SEO drives their clients’ content strategy, according to [download page] a new study from Econsultancy produced in association with NetBooster. Company marketers to a large extent concur with agency opinions: 59% say their SEO activities and content strategy are integrated, while 12% say SEO is driving their content strategy.
The results speak to the increased focus being placed on content marketing, which Econsultancy earlier this year found to be the top priority among digital marketers.
In this latest study, among company respondents using SEO agency services, 58% now say they use copywriting services and 48% content marketing strategy development services, with an additional 33% planning to use their SEO agency for the latter. Compared to last year, the use of copywriting (+14% points) and content marketing strategy (+9% points) services has increased significantly.
Agencies appear to be responding in kind: 89% now offer content marketing strategy development services (up 8% points from last year), and 84% offer copywriting services (up 5% points).
About the Data: There were 770 respondents to the study, which took the form of an online survey in February and March 2013. Respondents included both companies (in-house marketers; 63%) and supply-side respondents (including agencies and consultants; 37%).