• http://www.samsmarketingblog.com/ Sam Barnes

    Interesting stuff Rebecca.

    For me, it’s all about time.

    Just the number of hours put into content marketing is by far and away the highest expense. Theoretically it can be the only expense.

    If you’re doing thorough research, creating graphics and making content that counts, you’re going to be spending a lot of time on it. Outsourcing to freelancers can make this cheaper, but I think in the majority of cases, quality will suffer.

  • http://www.altaresources.com/ Cory Grassell

    Perhaps a better title would be “What Is Content Anyway?”

  • Chris Elwell

    A must-read piece, Rebecca. Congrats.

    You illuminate many of the hidden costs that most businesses don’t consider when jumping on the content marketing bandwagon.

    I’m stunned how many marketers exclude salaries from the equation. And, how many believe in the “build it and they will come” myth.

    Content creation and syndication are expensive. About time someone put that down in writing. Well done.

  • http://patarmitage.com Patrick Armitage

    One way to strategically manage costs is using a content service with fixed monthly costs. I work at BlogMutt and for companies that don’t have the resources to pay salaried employees or an outside agency, we’re trying to make content marketing original, unique and simple for small businesses. You can set your budget and leverage vetted writers to develop content based on your direction and feedback. Eventually, successful companies grow and find resources to manage this in-house. For cost-conscious businesses that want to develop content, we’re worth a look,

  • Peter Doman

    Content creation is expensive due to the nature of the materials that are generated. It should be viewed as an investment, because the cost of NOT doing it correctly the first time can be huge. Our first question after gathering basic information is what is the annual funding allocated to content creation for online. This sorts out if they a) even know what amount they currently have to spend, b) have the funds to pay for what we do, c) are people we want to do business with.