In our content studio, we write texts for small and medium businesses, launch blogs and editorial offices. In a word, we do content marketing for people and companies.
Today I want to talk about a sore subject – the budget
How much money does content marketing cost?
This is the question that our clients ask us first. In these internets of ours, they write different things – from free (write yourself, nothing complicated, an hour a day and you’re in the bag!) to hundreds of thousands (just to test one site).
What to do if you don’t have that “hour special lead a day” and those hundreds of thousands for content distribution? Is it worth moving in that direction at all?
I will tell you from experience, ours and our clients’.
The option of “writing expert articles, but not launching paid promotion” is quite workable.
Where to post an article for free: 35+ popular sites
All that is required is to write an article and place it on a suitable platform. This can be your website or an external platform where you can publish the material for free.
And in this case, content marketing can really computer security: do we need to talk about this be conditionally free – if you write it yourself and don’t count the cost of your hourly work.
If you don’t have the time or desire to create content yourself, you can outsource this task — and then you’ll need a budget for the services of a writer/editor/content agency. But it will still be cheaper than paid publications on external sites or running ads.
But… will there be an effect?
Interesting question Every ruble invested in advertising should bring profit, but how does this work with content?
But with content, everything is different.
There is no guarantee that the article will bring a millionth order. Or leads. Or even views. And not because the article is bad – it just didn’t catch the eye of that very person at that very time. It happens.
Does this mean that content is useless without a promotion budget?
No. We have examples where an article published six months ago brought a client with a million-dollar contract. And a couple of years later, the same article brought a client with an order for a couple of hundred thousand.
The only thing we can definitely recommend is not to write one article in the hope of a million dollar contract. After all, you never know whether the client will come today, tomorrow or in a couple of years.
Systematic content marketing with regular publications will definitely bring results faster.
For example, with our client, a video production studio, we started working with publishing 4 expert materials per month and expected results after plus or minus six months of work, not earlier — there was no budget for content promotion. But thanks betting data to the fact that we acted purposefully, the articles were published on the right platforms and were well optimized, the expert was noticed earlier. After 3 months, the head of the studio began to receive invitations to speak at conferences, record online lessons, including on a fee basis. And a couple of months later, clients came from other materials.
During the first year of work, we published about 40 expert articles on external platforms with a total reach of over 300,000 views. You definitely shouldn’t expect such results from one material every six months to a year.