Content marketing is not free, but it is more affordable than other types of marketing. Learn how to estimate the cost of producing content from a resource and staff perspective to help calculate ROI.
- Content marketing is far more affordable…than other forms of marketing, but it isn't free.…According to the Content Marketing Institute,…it costs 62% less than outbound marketing,…and often generates three times as many leads.…But to calculate content's impact on your bottom line,…you've got to understand where your budget is going.…For starters, you need to understand the associated costs…of both creating content and distributing it.…Let's say you're developing a premium e-book…to share with your audience.…It may cost $1,000 to have it written,…another $1,000 to have it edited,…and $500 to have it designed properly.…
The total cost of creating this resource is $2,500,…but then there's distribution to account for.…Custom graphics designed to promote the resource…on social media is another $1,500.…In addition, you decide to pay to advertise…the document on LinkedIn for $2,000,…and pay for its inclusion in a leading industry newsletter…for another $1,000.…The distribution costs are $4,500,…plus the $2,500 to produce it,…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
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