You would expect a top Shopify agency to have its own marketing perfectly handled. They build and scale online stores for seven and eight figure brands. They know content, SEO, and email cold. So why would they hand their own brand's content to someone else?
For the same reason a great chef still hires a dishwasher. Being world-class at your craft does not mean you should personally do every job around it. The agency's senior people are most valuable on client builds, not editing their own podcast at midnight. So the smart move is to give the brand's own content to a dedicated partner who treats it like the main thing, because for that partner, it is.
What we actually run for them
We are that partner for Blackbelt Commerce, a Shopify Plus agency that is among fewer than 250 certified Plus Partners in the world. Their marketing is not a side task we squeeze in. It is the work. Here is what we own for them.
Reels and graphics that keep the brand visible and consistent, not posted in random bursts.
We edit their podcast, Beyond The Cart, and their YouTube videos, so their expertise gets published, not stuck in a drafts folder.
We build and send their email campaigns, keeping their list warm and hearing from them.
We turn their client wins into case studies that prove their results to the next prospect.
It runs as a small team, not a single freelancer. So content, video, and email are all covered by one relationship, instead of the agency juggling separate hires who never talk to each other.
The tell is in the decision itself. When a company that sells marketing expertise chooses to outsource its own content, it is not because they cannot do it. It is because they know the real cost of doing it themselves is the client work they would have to put down. That math is true for almost every busy business, not just agencies.
Why this matters for your business
If you have ever thought "I should really post more" or "our newsletter has not gone out in months," you already know the problem. The content does not get done because it is no one's actual job. It is the thing you get to after the real work, which means you never get to it.
Handing it to a partner flips that. The reels go out. The videos get edited. The emails get sent. Your expertise finally reaches the people who need to see it, while you stay on the work only you can do. If a world-class Shopify agency is comfortable making that call, your business probably can too.
The short version
- Agencies are often worst at their own marketing, because it is no one's full-time job.
- Blackbelt Commerce, a top Shopify Plus agency, hands us their reels, graphics, podcast (Beyond The Cart) and YouTube editing, email, and case studies.
- They do it to keep their experts on client work, not to learn content from scratch.
- One small team covers content, video, and email, instead of several disconnected hires.
- If the experts outsource their own content, most busy businesses safely can too.
Common questions
Should an agency outsource its own content?
Often yes. Their own marketing tends to come last because it is no one's full-time job. Handing content and email to a dedicated partner means it actually gets done, consistently, without pulling senior people off paid client work.
Why would a Shopify agency hire a separate content team?
Because building stores and producing a steady stream of reels, podcast episodes, and emails are different jobs. The agency keeps its experts on client builds and lets a content and VA partner own the brand's own marketing.
What can a content and VA partner handle?
For the agency we support: social reels and graphics, podcast and YouTube editing, email marketing, and case studies. One small team, one relationship, instead of several separate hires.