Content marketing is a popular and lucrative strategy, but how much should you really be investing in it?
Content marketing is one of the most popular online marketing strategies these days, in part because of its high potential return on investment (ROI). There's no immediate overhead cost, like there is with direct or paid advertising, and depending on the scale of your campaign, it doesn't require much monetary investment (though time investment is extremely important). Because your results compound over time, the upside gets better and better as the months and years roll on.
But to see these kind of exceptional results, how much should you be investing in the first place?
Types of Investment
First, understand that there are a few different ways you can invest in a content strategy:
•Agencies. Agencies are somewhat expensive, but provide quality work usually backed by some kind of guarantee, or at least accountability.
•In-house work. Having you and your workers tackle your content marketing strategy may seem more affordable, but don't forget your time costs money.
•Freelancers. Freelancers tend to be affordable, but may be harder to find and manage; the accountability factor is also weaker.
You can also pick and choose different elements to pursue with each of these investment types; for example, you might use both in-house employees and freelancers.
Quality and Quantity
If you're looking for fast or strong results, you might be tempted to scale up your strategy quickly or invest a lot in producing more content. This is somewhat advisable, but only if you're adhering certain quality standards. In the content marketing world, it's far better to have one solid piece of work than a dozen mediocre pieces.
It's also true that you get what you pay for; if a content marketing solution appears cheap compared to your other options, there's probably a reason for it.
Every Campaign Is Different
The bottom line is that every campaign is different. Some businesses might prefer freelancers, while others prefer agencies. Some may need mass quantities, while others are just warming up. Make sure you're spending enough that you're able to leverage high-quality material; beyond that, your budget should depend on your unique goals and needs.
Bio: Jose Vasquez is a serial entrepreneur and tech enthusiast dedicated to helping startup technology companies get the direction and momentum they need to succeed. As the founder of Build. Brand. Blast., Jose has established a collective resource for tech entrepreneurs to consult when brainstorming, creating, launching, or expanding a new business. Jose is also the founder and CEO of Quez Media Marketing, a marketing firm that combines technology and creativity to help new and growing companies get the results they need.