Do Digital Marketing Agencies Create Content?

Short answer? Yes, absolutely! But the real question is—what kind of content do they create, and why does it matter?

If you’ve ever scrolled through a viral Instagram post, watched a catchy brand video on YouTube, or read a blog that made you want to buy something right now, chances are a digital marketing agency was behind it.

Let’s break it down. What do digital marketing agencies do when it comes to content? How does it impact businesses? And are they really the masterminds behind some of the biggest content trends? Let’s find out.

What Exactly Do Digital Marketing Agencies Do?

A digital marketing agency helps brands grow online. This means they handle everything from social media management and paid ads to SEO and email marketing. But at the heart of it all is content creation. Without quality content, no marketing campaign can succeed.

Types of Content Do Digital Marketing Agencies Create?

A digital marketing agency doesn’t just “create content”—they craft experiences, tell stories, and build emotional connections between brands and their audiences. The type of content they create depends on a brand’s goals, target market, and industry trends.

Let’s break it down:

1. Social Media Content: The Engine of Digital Engagement

Social media is where brands build relationships with their audience. Agencies create: 

• Short-form videos (Reels, TikToks, YouTube Shorts) – Bite-sized, engaging clips that go viral. 

• Memes & trending posts – Relatable, shareable content that boosts engagement. 

• Carousels & infographics – Visually appealing ways to educate and inform. 

• Behind-the-scenes (BTS) content – Humanizes brands and builds trust.

Real-Life Success: Wendy’s Twitter Roasts 

Wendy’s turned social media marketing into entertainment. By roasting competitors and engaging in witty banter, they gained millions of followers and massive brand loyalty. Their tweets are so iconic that people wait for their next viral post.

Lesson? Humour + authenticity = social media gold.

2. Blog Posts & Articles: The SEO Powerhouse

Well-written blogs help brands: 

• Rank higher on Google. 

• Answer customer questions. 

• Establish thought leadership.

Agencies create SEO-optimized content with: 

• Long-form articles (How-tos, guides, and case studies). 

• Listicles & opinion pieces (Easy-to-read, high-engagement formats). 

• Expert interviews (Leverage industry credibility). 

Real-Life Success: Casper’s Sleep Blog 

Casper, a mattress company, used blogs to educate customers about better sleep habits. Their research-backed articles attracted millions of monthly readers and helped boost mattress sales.

Lesson? Blogs drive organic traffic when they solve real customer problems.

3. Video Marketing: The Ultimate Attention-Grabber

Video content is 1,200% more shareable than text and images combined (Forbes, 2024). 

Agencies create: 

• Explainer videos: Simplify complex ideas in seconds. 

• Brand storytelling videos: Emotionally compelling content that builds loyalty. 

• Testimonials & case studies: Social proof that converts leads.

Real-Life Success: Nike’s “You Can’t Stop Us” Campaign 

Nike launched a split-screen video campaign showing athletes training worldwide. The video emphasized unity, resilience, and passion, hitting 50M+ views in one week and skyrocketing brand loyalty. 

Lesson? A strong narrative beats a sales pitch every time. 

4. Email Newsletters: Direct-to-Inbox Marketing

Agencies help brands nurture leads and retain customers through: 

• Personalized newsletters: Engaging updates tailored to customer preferences. 

• Drip campaigns: Automated sequences that guide customers through their journey. 

• Exclusive deals & promotions: Keeps subscribers engaged.

Real-Life Success: Gucci’s VIP Email Marketing  

Gucci created an exclusive email-only VIP club for loyal customers. The result? Higher open rates and a 40% spike in revenue. 

Lesson? Exclusive content = more engagement.

5. Infographics & Visual Content: Data Made Fun

People retain 65% of visual content compared to only 10% of written text (HubSpot, 2024). 

That’s why agencies create: 

• Infographics: Break down complex topics into shareable visuals. 

• Data-driven graphics: Show trends, comparisons, and insights. 

• Branded illustrations: Unique visual identity for businesses.

Real-Life Success: Spotify Wrapped 

Spotify Wrapped’s visually stunning infographics showcasing users’ listening habits became a viral trend. It generated massive social media engagement and millions of shares.

Lesson? Make information digestible, and people will share it.

6. Website Copy & Landing Pages: Words That Convert

A well-optimized website needs: 

• Persuasive homepage copy – Makes visitors stay. 

• Landing pages – Convert leads into customers. 

• Product descriptions – Make shoppers hit “Buy Now.”

Real-Life Success: Slack’s Website Copy Overhaul 

Slack revamped its website with simple, conversational copy, making it easier for businesses to understand its value. This led to a 72% increase in sign-ups within 3 months.

Lesson? The right words can turn clicks into customers. 

Why Some Brands Fail at Content Marketing?

Not every brand nails content marketing. Some struggle with engagement, while others lose customer trust due to poor strategy. Let’s explore the common reasons brands fail—backed by real-life examples of content marketing missteps.

1. Lack of a Clear Strategy: Pepsi’s Kendall Jenner Ad (2017)

A successful content strategy aligns with brand values and audience expectations. When brands fail to research and test their messaging, they risk a major backlash. 

Example: In 2017, Pepsi released an ad featuring Kendall Jenner handing a Pepsi to a police officer during a protest. The campaign tried to position Pepsi as a symbol of unity but instead faced massive criticism for trivializing real social justice movements. 

Lesson: A great idea on paper doesn’t always translate into great content. Brands must test campaigns, get audience feedback, and ensure messaging aligns with cultural context.

2. Ignoring SEO & Distribution: Quibi’s Short-Lived Streaming Service (2020)

Even the best content won’t perform if no one sees it. Without proper SEO, social media strategy, and distribution channels, brands waste their efforts. 

Example: Quibi, a mobile-only streaming service, spent $1.75 billion on content but failed to optimize for digital visibility. They ignored social media marketing, SEO, and user-generated content, making it difficult for audiences to discover their platform.

Lesson: Content without distribution is wasted content. Even billion-dollar brands fail when they don’t leverage the right channels.

3. Prioritizing Quantity Over Quality: Yahoo’s Decline in Blogging & Media

Some brands spam audiences with excessive content without focusing on quality. This leads to low engagement, high bounce rates, and audience fatigue.

Example: Yahoo once dominated the digital space with Yahoo Answers, Yahoo News, and Yahoo Blogs. However, they started prioritizing clickbait and low-quality articles, causing users to abandon the platform.

Lesson: People engage with valuable content, not just frequent content. A few high-quality, research-backed posts perform better than hundreds of rushed articles.

4. Failing to Adapt to Trends: Kodak’s Social Media Silence

Content marketing evolves rapidly. Brands that fail to embrace new formats, trends, and platforms lose relevance.

Example: Kodak, once a photography giant, failed to adapt to the rise of social media and digital photography. Instead of creating content that leveraged Instagram, YouTube, and TikTok, they stuck to traditional marketing methods. As a result, they lost their audience to brands like Canon and Nikon that embraced digital content.

Lesson: If you don’t evolve with the times, your brand becomes obsolete.

5. Lack of Audience Engagement: McDonald’s #McDStories Hashtag Fail (2012)

Content marketing isn’t just about posting—it’s about engaging in conversations. Brands that ignore audience feedback risk turning campaigns into PR disasters. 

Example: McDonald’s launched the #McDStories campaign, hoping customers would share heartwarming stories about their experiences. Instead, users flooded Twitter with horror stories about bad service, food poisoning, and negative experiences. 

Lesson: Hashtags and campaigns should be tested for potential backlash. Brands need to listen, engage, and pivot quickly if audience sentiment turns negative.

6. Not Tracking Performance: Google+ (2011-2019)

Brands that don’t track content performance end up investing in strategies that don’t work.

Example: Google+ was launched as a competitor to Facebook, but Google failed to track user engagement properly. Despite low activity, they continued pushing the platform without adapting to audience preferences, leading to its eventual shutdown in 2019.

Lesson: Data-driven decisions matter. If something isn’t working, adjust the strategy before it's too late.

7. Overly Promotional Content: Gap’s Logo Redesign Backlash (2010)

People hate overly promotional content that doesn’t provide value. Customers want storytelling, authenticity, and engagement—not just sales pitches.

Example: In 2010, Gap launched a new logo without engaging its audience or explaining the rebranding decision. Customers hated the design, and Gap reverted to its old logo within a week due to backlash.

Lesson: Your audience isn’t just a customer base—they’re part of your brand’s journey. Involve them in major decisions to build loyalty.

8. Inconsistent Branding & Messaging: Burger King’s “Women Belong in the Kitchen” Tweet (2021)

When brands try to be edgy without proper context, they risk sending the wrong message.

Example: On International Women’s Day 2021, Burger King UK tweeted “Women belong in the kitchen” as part of a campaign to promote female chefs. While the intent was to challenge gender stereotypes, the tweet lacked context and caused major backlash.

Lesson: Context matters. Always consider how content will be perceived before posting.

Latest Stats on Content Marketing: 

• 82% of marketers actively invest in content marketing. (HubSpot, 2024)

• 70% of consumers prefer learning about a brand through articles rather than ads. (DemandMetric, 2024)

• Businesses that blog get 55% more website visitors than those that don’t. (HubSpot, 2024)

• 91% of consumers want brands to be authentic in their social media content. (Stackla, 2024)

• Video content generates 1200% more shares than text and images combined. (Forbes, 2024)

These numbers prove that content isn’t just about looking good online—it drives real results.

Also Read: - Benefits of digital marketing for small businesses

How Digital Marketing Agencies Create Content That Works

Creating content isn’t just about posting random stuff online. Agencies follow a structured approach to ensure success.

1. Understanding the Brand & Audience

Before creating content, agencies research:

• Who the target audience is

• What content resonates with them

• How competitors are engaging with them

For example, a brand targeting Gen Z will focus on short, snappy TikTok videos rather than long blog posts.

2. Developing a Content Strategy

A content strategy includes: 

• Content calendar 

• Platform selection (Instagram, YouTube, LinkedIn, etc.) 

• SEO research for blogs and website content

Agencies use tools like Google Analytics, SEMrush, and BuzzSumo to identify trending topics.

3. Creating Engaging & Shareable Content

Agencies focus on:

• Eye-catching visuals – Infographics, videos, carousels.

• Compelling storytelling – Narratives that hook the audience.

• SEO-friendly content – Blogs that rank on Google.

For example, Red Bull’s marketing focuses on extreme sports storytelling, making their content exciting and viral.

4. Distributing Content for Maximum Reach

Once content is created, it needs to reach the right audience. Agencies use: 

• Social media marketing 

• Paid ads (Google Ads, Meta Ads) 

• Influencer collaborations 

• Email marketing

For example, Gymshark partnered with fitness influencers to grow from a small startup to a billion-dollar brand.

5. Tracking & Optimizing Performance

The job doesn’t end with publishing content. Agencies track engagement, conversions, and ROI using: 

• Google Analytics 

• Social media insights 

• Heatmaps and A/B testing

If a campaign isn’t performing, agencies tweak it—changing captions, visuals, or posting times. 

Do You Need a Digital Marketing Agency for Content Creation?

If you’re wondering whether to handle content in-house or hire an agency, here’s a quick breakdown:

Hiring a digital marketing agency ensures: 

• Professional content creation 

• Consistency in branding 

• Data-driven strategies for better ROI

Final Thoughts: Content Is King, and Agencies Are the Kingmakers

So, do digital marketing agencies create content? Yes, and they do it incredibly well. From social media campaigns to viral videos, their work shapes how we interact with brands online.

If your business isn’t investing in high-quality content, you’re missing out. Need help? Agencies like Social Media Freaks can help you create content that gets noticed, shared, and converted into sales.

Ready to level up your brand’s content? Let’s chat!