What does content marketing cost?

How much does it cost to outsource content marketing?

How much does content marketing cost? Well…the short answer is…it depends. A small to mid-sized company that outsources content marketing can expect to spend anywhere from $4000 to $30,000+/month. For the long answer, you’ll need to read this entire post.

When it comes to the cost of content marketing, there are many options – and – as a result – what you pay depends on many things. You have a wide range of service and quality to choose from. And, depending on your internal approval processes, the appetite of your subject matter experts to assist in the content creation process, the speed of internal approval processes, and, how your budgets work – all these options can impact the cost of content marketing.

So, let’s dive in.

TABLE OF CONTENTS

  • What is content marketing?
  • What is a content strategy?
  • What does a content strategy cost?
  • What is content marketing keyword research?
  • What is content promotion?
  • How do you measure content marketing success?
  • What does content marketing cost?

What is content marketing?

Content marketing is planning, creating, sharing, and promoting content in all shapes and sizes (blogs, newsletters, white papers, videos, webinars, infographics, and more.

What is a content strategy?

A content strategy is a vision that guides your content development and content marketing efforts to meet your business goals and objectives. Different goals, industries, and companies call for different types of content. Different companies have different content strategies: some companies want to increase brand recognition, while others might be more focused on conversions and thought leadership.

What does it cost to build a content marketing team?

If you are considering hiring your own content marketing team, it helps to understand the total cost of bringing content marketing in-house.

A small but complete team will include a graphic designer, strategist, PPC expert, writer and Web developer. It will be difficult to find all those skills in one person.

So, here’s the math:

  • Graphic designer with 3-5 years experience $50,000
  • Marketing director with 8+ years experience $150,000
  • Web developer with 3-5 years experience $66,000
  • Copywriter with 3-5 years experience $66,000

It adds up fast.

What does a content strategy cost?

Expect to pay a content marketing agency anywhere from $5000 to $100,000 for a content strategy.

A content strategy is a vision that guides your content development and content marketing efforts to meet your business goals and objectives. Different goals, industries, and companies call for different types of content. Different companies have different content strategies: some companies want to increase brand recognition, while others might be more focused on conversions and thought leadership.

What is content marketing keyword research?

What is your audience searching for? What do they need? Why are they on your website? How did they find your website? If you want to create content that matters to your target audience, then you need to research what they are searching for.  Keyword research can help you understand how your target audience is finding your website and what they want when they arrive. It also helps to understand what your competitors are doing? What keywords are they using? Keyword research doesn’t happen overnight.

What does content marketing keyword research cost?

Again, your actual mileage may vary. Expect to pay anywhere from $1000 for a top-level keyword research project and much more for a comprehensive keyword research project.

What is content promotion?

Once you have created your content, the hard work is only beginning. You’ll need to publish, update, and distribute your content so the world can find it. Whether you format and post to your blog, send out email nurture newsletters, drive traffic via social posts, or even boost the post through paid social media, promotion helps people find your new content.

How do you measure content marketing success?

Content marketing is an iterative process. Your measurement methods depend on the objective of your content marketing efforts. If you are building awareness, then impressions and views are a good place to start. However, conversions are what matters.  Regular reports from HubSpot or Pardot plus bigger snapshots from Google Analytics will show how your content is performing.

What does content marketing cost?

Large organizations spend millions on content marketing while early stage start-ups spend very little. Obviously, the cost of content marketing varies based on the type of content, goals, frequency of content, staffing, promotional budgets and more.  The content budget generally starts with website copy. Again, the range for website copywriting can vary tremendously. Some top direct response copywriters charge tens of thousands of dollars per page while some offshore content factories charge $.05 per word.

Blogging is about the same – there is a huge range of price. Offshore content writing factories can provide a 2000 word article for $50 while a seasoned copywriter with domain expertise may charge much more.  Social media marketing is much the same – expect to pay anywhere from $500 per month for a freelancer to $30,000 per month from a content marketing agency that provides 24×7 social media monitoring with multiple posts per day on multiple channels. Press releases generally run $400-$3000 for writing plus $500+ for wire distribution fees.  Expect to pay more if you want your agency to pitch the release to editors and work hard to promote it.

While content marketing is nice to talk about, content is not the goal – conversions are.

So whether you are spending $5 or $500,000 a month on content marketing, the cost of content marketing is largely irrelevant. What is relevant is the number and quality of leads that move to opportunities and then become customers.  Your content marketing is an investment in awareness, visibility, more visitors and more customers. The better you connect with your audience, the better you optimize for search, the better the return.

How do you get the most content bang for your buck?

Every company does some form of outsourcing. Marketing should be approached the same way. Once the company hits a certain size, then it makes sense to bring all marketing functions inside. In the meanwhile, find a content marketing partner that understands your business.

You may also find these resources useful


SOME OF OUR FAVORITE CONTENT MARKETING TOOLS

  • ZEST: Zest bills itself as a high fidelity marketing content stream that is cultivated and curated by a tribe of informed marketers. Zest makes sure you’re only receiving high-quality marketing content and kills the information overload that’s wasting your time.
  • GROWTHHACKERS: GrowthHackers started as a discussion forum for conversion optimization and evolved into a community and software for managing conversion rate optimization projects.
  • UBERSUGGEST (Neil Patel): Ubersuggest is an amazing tool from Neil Patel. Use Ubersuggest to find more keyword ideas – from head terms to long-tail phrases you’ll get hundreds of suggestions from our free keyword tool. You’ll also see the volume, competition, and seasonal trends for each keyword.
  • SEMRUSH: SEMrush is used by marketers as a search engine optimization tool. It helps with keyword research, competitor analysis, SEO audits, identification of back-link opportunities, social media monitoring, and so much more.
  • CRAZYEGG: Use Crazy Egg’s visual reports and session recordings to understand your website visitors. Learn where they’re coming from, where they navigate to, and where they’re getting stuck. Inform yourself with visual data so you can make design changes with confidence.
  • INSPECTLET: Google Analytics can tell you what your visitors want, Inspectlet can tell you why. Watch visitors use your site as if you’re looking over their shoulder. Inspectlet records videos of your visitors allowing you to see everything they do. See every mouse movement, scroll, click, and keypress on your site.
  • UNBOUNCE: Unbounce is a simple way to build and test custom mobile responsive landing pages, website popups and sticky bars. You can improve your post-click conversion rates easily without the need for web developers.
  • OPTIMIZELY: Optimizely allows you to optimize your digital experiences across all devices for every customer at every touchpoint. You can replace digital guesswork and opinions with evidence-based optimization that helps you drive conversions.
  • GOOGLE OPTIMIZE: With Google Optimize, you can create and deploy A/B, multivariate, or redirect tests. Use the visual editing interface to make simple text and image changes. You also have the option for raw HTML and JavaScript code editing for more advanced changes. Once your experiments have run, you can analyze them with native statistical reporting built on your site’s Analytics data.
    • There are two versions of Google Optimize. Optimize is a free product that allows you to get started with experimentation. Optimize 360 is a premium split testing, multivariate testing and personalization tool for the enterprise that is part of the Google Analytics 360 Suite.
    • The free version of Google Optimize gives you the ability to ramp the percentage of visitors seeing the new website so you can scale as you gain confidence. You can start with, say, 10% of your total visitors on the new pages then throttle up each day as bugs or issues are resolved. We recommend you use this approach for two reasons:
      • Check that the site actually works as designed and
      • Protect critical metrics (such as sales conversion).
  • GOOGLE ANALYTICS: Google Analytics gives you the analytics tools you need to analyze data from all touchpoints in one place, for a deep understanding of your customer’s experience.
  • BRIGHTEDGE: BrightEdge‘s SEO platform is powered by a sophisticated AI and machine learning engine. It crawls the web and collects first-party data. It is the only company capable of web-wide, real-time measurement of digital content engagement across all digital channels, including search, social, and mobile.

Other articles discussing CONTENT MARKETING COST can be found here.

Macon Raine - a lean B2B marketing agency

Previous

Next