What does content marketing cost?
"Shirt: sixty euros, hotel stay: two hundred euros, a coke and a beer: six euros. But that smile on his face: priceless." Every football fan of a certain age can recall the famous Mastercard advert. The message? The whole is more than the sum of its parts. In some cases, a series of products leads to a precious, unforgettable experience. The same goes for content, but what does content marketing cost? A sharp social post starts at a few tenner, a modest blog soon costs a few hundred euros, and for a valuable white paper you quickly spend more than two thousand euros. But well-executed content marketing? Priceless.
Content marketing goals
To still be able to estimate the ultimate cost of content marketing, it is crucial to set crystal-clear content marketing goals. As a content marketing and PR agency focused on progressive impact entrepreneurs, we know that goals set the course. Whether increasing brand awareness, generating leads or boosting engagement: clear goals lead to an effective content marketing strategy.
Think of content marketing as a major renovation. Suppose you want a new bathroom because the old one is falling apart from misery (objective). The architect makes the drawings (strategy) and the contractor then goes to work (tactics and execution). So does it really matter how much a new shower head or towel warmer will cost you? Or is it about other things, like the enjoyment of perfect water pressure or a shower drain that finally drains after years? Clear goals are priceless in this regard.
An example: one of our clients aims to increase employee engagement. A well-written blog that responds to their needs and challenges can be a powerful tool in this regard. Granted, content creation is not free, but the impact on achieving that specific goal is priceless. After all, engaged employees lead to better service, more satisfied customers, more profit and ultimately a more enjoyable working environment.
Doing content marketing yourself
Clear goals, check? Time to get started. Thanks to the rise of AI, (online) content marketing tools are now more accessible than ever. Partly because of this, more and more organisations are considering doing their content marketing in-house. But, is that wise? After all, time is precious.
What does content marketing staff cost?
The average monthly salary of a Dutch content marketer is between €3,000 and €4,000, according to salary comparator Glassdoor. However, as with the aforementioned renovation, successful content marketing consists of bringing together a number of specific areas of expertise. Without a well-written content marketing strategy (blueprint), the content marketer (contractor) does not know where-and with what-to start, let alone who (copywriter/designer/content strategist) to hook up.
Without experience, you quickly spend precious hours designing visuals, recording a podcast or optimising web copy or typing inspirational content. All hours you could have spent coordinating content marketing efforts, as befits a true contractor.
What does content marketing outsourcing cost?
Content marketing costs, when outsourced to a specialised agency, quickly end up between €2,500 and €10,000 per month; depending on demand, of course. The advantage? By outsourcing content marketing, you have immediate access to a multidisciplinary team of professionals who together understand the intricacies of effective content marketing.
Suppose you want to launch an engaging video campaign to reach your target audience. A specialised content marketing agency not only produces the video, but also takes care of distribution on relevant channels(social media, own website, PR). What does content marketing cost in that case? Admittedly, it costs more than plodding along yourself, but the quality and reach are priceless.
So what does content marketing cost? It is priceless
Just as a son's smile is a priceless reward for the toiling football father, the added value of content marketing cannot be expressed in hard euros. A stronger brand, better relationships with customers and clients, engaged audiences and authority in your field. Mastercard understood that the whole is more than the sum of its parts; some things are truly priceless. Content marketing is a perfect example.
Getting started with content marketing?
Then we would like to hear from you! Leave your details here or contact Dennis Mensink, on +31 (0)6 45 61 42 26 or dennis@mediatic.eu/en.
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