As the world continues to digitally transform at a record-setting pace, companies need helpful, educational content.

Done right, content marketing accomplishes remarkable feats. It creates long-term leverage in a company for attracting more of the right people, in the right places, at the right time, and in the right context -- so the company’s team becomes seen as the go-to subject matter experts in their space.

Given this, it’s natural that entrepreneurs would be interested in starting a content creation agency.

So let’s look at the pros and cons of establishing a content creation agency and who’s an especially good fit for doing so.

Pros of starting a content creation agency:

  • As digital transformation accelerated during the pandemic, content is more important than ever.
  • The way people research and make purchase decisions has fundamentally changed. For B2B-focused companies, often as much as 70% or more of the buyer's journey is over before prospects are interested in speaking with a salesperson. What fills this enormous gap? Content!
  • Content is also often the only way for companies in very crowded markets to differentiate from the competition.
  • Content is essential to winning in organic search (SEO), organic social, email marketing, and sales enablement.


Cons of starting a content creation agency:

  • Many non-sophisticated small business owners have no idea how much their company's future is tied to publishing and promote remarkable content.
  • Silos within companies often prevent organizations from adopting a culture that supports thought leadership content creation.
  • A lot of potential clients for content creation businesses primarily choose writers based on price.
  • Very (very) few know how to connect the dots between content creation, lead generation, sales opportunities, and revenue growth.

Who’s a good candidate to own a content creation business?

The ideal person starting a content creation business is already an excellent writer, is incredibly curious, loves interviewing subject matter experts, and is willing to learn the basics of content marketing and inbound marketing to provide more helpful content creation for their clients.

Advice for getting started in content creation

To get started, regularly create content for yourself. And if you don't already know content marketing and inbound marketing, get trained and certified on the basics. HubSpot Academy has excellent free training and certification resources. Also, it almost always makes sense to specialize in a niche.

As you build your agency, content creators need to be prepared to help their clients solve business growth challenges so that they can get out of the order-taker, vendor box as quickly as possible.

And if you're trying to grow your content creation agency in today's marketplace and you work with B2B SaaS and IaaS clients, be sure to enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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