The true value of content marketing - Part II

| July 21, 2020 | Content Marketing | Reading time: 4 Minutes

Content Marketing Value

Quality has its price – this applies to a premium product as much as to a well-researched online article. But what exactly is the price? We want to get to the bottom of this question in this two-part series. To do this, we will map each individual cost block in content marketing in order to take a closer look at the processes. The results may surprise you.

Consumers have long been fed up with traditional methods of marketing. Classic bombardment with advertising messages simply no longer works – and in most cases does not even reach the target group. Content marketing on the other hand turns away from the old approach and promises more attention, traffic and leads. Great results, but the price behind these activities is not that easily identifiable, so there is a lot of confusion about it. We want to put an end to this. 

How much should I pay?

There is no answer to this question that applies to every company, because the costs of content marketing depend on numerous factors: 

  • What is the topic?
  • How much content should be produced?
  • What is the goal?
  • Is it quality content?

Better questions would be: Do I need a few blog articles to fill my website? Or do I try to achieve long-term goals by targeting a specific group of people? If your answer to the first question is "yes", it's probably enough to hire a single freelancer to write blog articles, social media posts, as it is more quicker and cheaper.

Quality or quantity? Long-term or short-term?

If you have long-term goals that you want to pursue with content marketing, you need to plan your activities over a certain time horizon – and planning means strategy. If you decide to use content marketing, you have to be realistic and patient, because good results can take 6 to 12 months. As is often the case in this domain: Good things take time!

The cost pools

At Content Glory, every long-term content strategy involves the entire team. Each member has one or more roles to keep the clockwork ticking: 

10 % Strategy

In order to develop and plan long-term content, a strategy is needed from the very beginning. In this initial phase, current activities are analyzed, goals and strategies how to achieve them are defined. Costs are incurred, among other things, through the services of the marketing strategist, analyses, workshops, meetings, etc. 

  • Content strategy
  • Planning of goals and objectives
  • Website Strategy
  • Conversion optimization
  • Defining processes 

20 % Website design & development

If you already have an online presence, it is usually relaunched in the initial phase. And even after that, ongoing adjustments and optimizations of the websites can be made. After all, like all technical objects, Website design & development also needs regular maintenance. 

  • Corporate Design
  • Website Relaunch
  • Templates for e-mails und landing pages 
  • Ongoing optimizations

25 % Content

Once the basic framework is in place, the creative minds come into play. Copywriters, graphic designers and photographers follow the current strategy and produce fresh, target group-oriented content for blogs, social media channels or podcasts. 

  • Good copywriters with appropriate training
  • SEO expertise
  • content calendars
  • Research or interviews
  • Editorial offices
  • Release processes

Depending on the complexity of a topic, content creators need up to two hours of content research. Writing the article itself takes between four and six hours. Another two hours may also be needed before editing and external feedback are obtained.

20 % Content Management

The texts you see on blogs are usually created in their raw form in conventional programs such as Word or Google Docs. Although this is not really aesthetic, it allows for quick and efficient editing. For the content to shine with glory, it must be entered by the content management system. This also includes the planning and placement of advertisements or newsletters that are to be sent at a certain time.

  • Content Publication
  • Social Media 
  • Content promotion through Ads
  • Set up of conversion paths, such as CTAs, landing pages or follow up mails
  • Set up and automation of workflows
  • A/B Testing of the conversion paths

10 % Tools

Digital marketing does not work without the appropriate platforms. Regardless of which one you choose, they will be associated with costs that are paid monthly or annually. Examples of such platforms are marketing automation tools (e.g. HubSpot), tools for SEO optimization, an Adobe license for photos or a tool for reporting on ongoing campaigns. 

  • HubSpot Marketing Automation: All-in-one platform for blog articles, conversion paths, newsletters, workflows and more
  • Trello: Project management tool for content and communication with customers 
  • Zoom: Videoconferencing
  • Octoboard: Reporting of the campaign development
  • Ryte: SEO Optimization
  • Slack: Internal communication
  • Adobe Creative Cloud with licenses: Photo and video licensing, image and text editing, and more
  • Jira: Project management tool for project time tracking

15 % Project Management

To ensure that all these gears mesh and that all activities take place within a given time frame, project management is needed to ensure that all parts function smoothly at all times This is where all the threads come together. The project manager is usually also the direct contact person for the customer. 

  • Daily, weekly and monthly planning of activities
  • Monitoring of resources for projects
  • Maintaining internal communication within the team
  • Meeting the deadlines
  • Documentation of current developments
  • Reporting of activities and communication to the customer

Cost PoolsThe Cost Pools of Content Marketing 

100 % commitment, 100 % success

Were you surprised by the list of costs? Our conclusion is as follows: For content in high quality, with which you achieve your set goals, the work of a complete team is needed. The creation of the content itself is only a small part of this process, but it is the tip of the visible iceberg. The biggest part of the block is invisible to those who don't look beneath the surface. 

Ready to dive in?

If you want to break new ground in the communication of your company's content, you are not alone with your work. And yet you don't have to give up the complete responsibility. In a cooperative partnership we generate new content together with you. Our strategy expert René Neubach will be happy to advise you in a non-binding consultation.