How much does content marketing cost?
Tough question, right? So let’s break the question down a bit to try to simplify it.
How much does content creation cost?
There are still no easy answers, are there? Yet it’s a question marketers persist in asking, in much the same way people were asking back in the day, “How much does a website cost?” (Once, when my interrogator wouldn’t take “It depends” for an answer, in exasperation I countered with, “Well, how much does it cost to buy a house?”)
But even a website (or a house, for that matter) is much more easily quantifiable than content marketing when it comes to breaking down budgets and expenditures. It’s difficult to impossible to conduct credible research in this area due to a list of variables and mitigating factors longer than your arm.
Attempts At Quantifying Costs Aren’t All That Helpful
There’s research out there. The Content Marketing Institute, in its latest study (PDF) of content marketing budgets for small businesses, states, “On average, 30% of B2B budgets are allocated to content marketing.”
Helpful, kind of, but there’s no breakdown of that self-reported spend. What one business may be spending on a clear content marketing line item (outsourced writing or design talent, for example), another might attribute to event marketing, which has plenty of content marketing potential and traction, but is highly debatable as a line item in and of itself.
What one business may be spending on a clear content marketing line item (outsourced writing or design talent, for example), another might attribute to event marketing.
The Custom Content Council publishes research around budgets as well. Its research looks at how much its members are spending on “branded” content. This primarily translates into advertorial, which is assuming other meanings as well, e.g. native advertising, a form of converged media (content + advertising). Such nuances of meaning are barely beginning to be accepted as industry standard, so it’s unlikely they’re crystal clear to every individual survey respondent.
This isn’t to cast aspersions on anyone’s research, but to frame the discussion. Let’s consider some of the mitigating factors in the “how much does content cost” question.
Why It’s More Difficult Than One Might Think
This post originally published on MarketingLand.
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
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