Yes; most digital marketing agencies do create content, but the type, scope, and strategy can vary greatly from one agency to another.
A digital marketing agency is a company that helps businesses grow their online presence through a variety of services, not limited to writing or content production. These services often include SEO (search engine optimization), paid advertising, social media management, email marketing, analytics, and overall strategy.
Some agencies focus only on one or two of these services (for example, only ads or only SEO), while others offer what’s called full-service support covering strategy through execution. Socialander, for example, is a full-service digital marketing agency that does SEO, social media posts, web development, PPC, and more.
In this article, you’ll learn: what kinds of content digital marketing agencies typically create and how content fits into the overall digital marketing mix. Also, you’ll discover the benefits of letting an agency handle content and how to pick the right agency for your content needs.
What Digital Marketing Agencies Actually Do
Digital marketing agencies often wear many hats. Their work goes far beyond just writing blog posts or designing graphics. To understand whether an agency creates content and how well, it’s helpful to see what their broader role usually includes.
SEO & Technical Optimization
Agencies handle everything from keyword research and metadata optimization to improving site speed, internal linking, and mobile responsiveness. These technical fixes make sure your content is discoverable on search engines and provides a smooth experience for users.
Paid Advertising
Running paid campaigns on platforms like Google Ads, Facebook, Instagram, or LinkedIn is another core service. Agencies manage ad copy, visuals, targeting, and landing pages to maximize ROI and ensure every dollar spent yields measurable results.
Social Media Management
From planning content calendars to designing graphics, writing captions, and engaging with followers, agencies help brands build a consistent and authentic presence on social platforms. Increasingly, this also includes short-form video content for TikTok, Reels, and YouTube Shorts.
Email Marketing
Newsletters, drip campaigns, and automated email sequences are powerful tools for nurturing leads. Agencies create strategies, write compelling copy, and design templates to keep audiences engaged and moving down the sales funnel.
Web Development & Design
Some agencies, especially full-service ones, also build and maintain websites. This includes creating landing pages, optimizing user experience (UX), and ensuring that websites integrate seamlessly with marketing tools like CRMs or analytics platforms.
Analytics & Strategy
Data is at the heart of effective digital marketing. Agencies track KPIs, measure how campaigns perform, and refine strategies based on insights. This ensures every effort, whether content, ads, or email, aligns with broader business goals.
Content fits into this picture as one of the major execution arms. Strategy and analytics tell what content to make, when to publish, and where to promote. Creative teams (writers, designers, video editors) bring it to life. And then content is distributed in the form of blogs, social, email, ads, etc.
If you want all these pieces working together: strategy, execution, optimization, a full-service agency like Socialander offers exactly that. We plan content in alignment with SEO, brand voice, and audience, then deliver and monitor performance. If you’re unsure about handling content alone, it’s smart to book a consultation with us to see how we tailor content strategy for your business growth.
Do Digital Marketing Agencies Create Content?
Again, yes: creating content is a central part of what many digital marketing agencies do.
Agencies may produce content in-house, using their own team of writers, designers, editors, and video creators. They may also use freelancers or partner with external specialists when needed, especially for niche content types (for example, video production, infographics, or specialized technical writing). The exact scope of content creation depends on the brand/client’s needs, budget, and goals. For instance, some clients may want only blog posts and social media content; others may require full campaigns with video, email sequences, case studies, and so on.
Types of Content Digital Marketing Agencies Create
Content is the backbone of digital marketing. Without it, SEO strategies fall flat, social media channels stay quiet, and email campaigns have nothing to deliver. That’s why most agencies put content at the heart of their services. The type of content a digital marketing agency creates depends on client goals; whether it’s boosting organic traffic, improving conversions, or building brand awareness.
Here are the main types of content digital marketing agencies produce:
Blog Content & SEO Articles
Agencies create keyword-driven blogs and SEO articles that help websites rank higher on search engines. These pieces often combine educational value with optimization techniques like meta descriptions, internal linking, and long-tail keywords. Done right, they build authority and attract steady organic traffic.
Website Copywriting
Website copy is more than words; it guides visitors, builds trust, and drives conversions. Agencies create homepage copy, landing pages, and product/service descriptions with clear calls-to-action and persuasive messaging. Optimized website copy also boosts SEO and user experience.
Social Media Content
From Instagram captions to LinkedIn posts, agencies produce content designed to spark engagement. This often includes post text, graphics, short-form video scripts, and full content calendars. With the right approach, social content builds brand visibility and nurtures customer relationships.
Video Content & Scripts
Video dominates online consumption. Agencies create explainer videos, YouTube scripts, TikTok shorts, or branded storytelling clips. These are optimized for platforms and can increase both reach and engagement.
Email Marketing Content
Agencies write newsletters, drip campaigns, and sales email sequences that nurture leads and convert subscribers into paying customers. Strong subject lines, personalized copy, and value-driven content make emails a powerful traffic and conversion tool.
Ad Copy & Creative Assets
Paid campaigns need compelling copy and visuals. Agencies produce ad copy for platforms like Google Ads, Facebook, Instagram, and LinkedIn, paired with creative assets (images, graphics, video) that grab attention and drive clicks.
Content for Lead Magnets
To capture leads, agencies develop downloadable content like eBooks, whitepapers, checklists, and case studies. These positions a brand as a trusted authority while building email lists for long-term nurturing.
Infographics & Visual Content
Sometimes information is best delivered visually. Infographics, data visuals, and branded designs help simplify complex ideas and improve shareability on social media and blogs.
Should You Let a Digital Marketing Agency Create Your Content?
Outsourcing content creation to a digital marketing agency can be a smart decision, but it ultimately depends on your business goals, available resources, and long-term priorities. For many brands, an agency partnership removes the guesswork from content and ensures that every piece produced is purposeful, professional, and performance-driven.
Professional Expertise
Agencies bring together a mix of skills: SEO specialists, copywriters, designers, and strategists. This combination ensures your content isn’t just creative but also optimized for search engines, conversions, and user engagement.
Consistency
Publishing content regularly can be challenging when handled in-house. Agencies remove this burden by sticking to editorial calendars, ensuring there are no content gaps and your audience always has fresh material to engage with.
Access to Cross-Functional Teams
Instead of hiring multiple roles internally, you get access to a full team. Writers craft the words, designers create visuals, strategists map the content plan, and SEO professionals ensure visibility. This collaboration increases the chances of creating content that actually drives results.
Scalability
As your business grows, so does your content demand. Agencies can scale output to match growth, whether you need ten blog posts a month, daily social media updates, or a robust video campaign.
Measurable ROI
One of the strongest advantages of outsourcing is data tracking. Agencies tie content directly to analytics so you can see how blog posts, campaigns, or social updates translate into website traffic, leads, and conversions.
Things to Consider
Before making the decision, it’s important to weigh your current setup:
Company size – A small business might not need full-scale outsourcing but can benefit from agency SEO blogs or strategy input.
Internal resources – If your team lacks copywriters or designers, an agency can fill the gap.
Long-term goals – Consider whether your aim is brand awareness, lead generation, or authority building, then match that with what an agency offers.
Hybrid Model
A hybrid approach is often the best of both worlds. For example, your in-house team could handle quick updates like product launches, industry news, or company culture stories while the agency focuses on SEO-driven blogs, ad campaigns, and professional video content. This keeps your brand voice authentic while ensuring high-impact content is executed at scale.
How to Choose the Right Agency for Content Creation
When it comes to outsourcing content creation, not all digital marketing agencies are the same. The right partner will not only write content but also understand how it connects to your overall marketing strategy. Here are a few ways to evaluate agencies:
1. Check their portfolio and industry experience
A strong agency should be able to show samples of their work across blogs, websites, social media, and ad campaigns.
2. Ask about their process
Good content doesn’t just happen. The agency should have a clear process that includes research, SEO integration, drafts, approval stages, and distribution planning. This ensures consistency and quality across all platforms.
3. Look at case studies and measurable results
Content should drive measurable outcomes: traffic, leads, engagement, or conversions. A credible agency will provide case studies or performance reports that prove their impact. Socialander, for instance, has a track record of helping African and international brands strengthen their digital footprint through content-led campaigns.
4. Ensure they align with your brand voice and goals
Every business has a unique identity. The right agency will take time to understand your brand voice, target audience, and goals before creating content. This alignment is what ensures your messaging feels authentic and resonates with customers.
Conclusion
Most digital marketing agencies create content often at the heart of their broader digital growth strategy. Agencies produce different forms of content designed to help businesses attract, engage, and convert their target audience.
The real question is whether outsourcing fits your business needs, goals, and resources. If you’re looking for a partner that combines strategy with execution, Socialander is a great option. Book a free consultation today to discover how content can support your marketing efforts.
