budgeting for content marketing in 2016
TRANSCRIPT
Budgeting For Content Marketing in 2016
How much will it cost to deliver…
HOW MUCH CONTENT DO I NEED?Budgeting for content marketing in 2016
How much content do I need?
How much content do I need?
Example: (3 personas)*(3 buying stages)*(5 questions) = 45 assets
How much content do “I” need?
Wrong question.
How much content does your AUDIENCE (and Google) need?
How Much Content Do You Need?
(Source: Hubspot)
Inde
xed
# o
f Le
ads
0
100
200
300
400
Total # Blog Posts
0 - 100 101 - 200 201 - 300 301 - 400 401+
Companies that published 401+ total posts got 3X more leads than companies posting <100 total blog posts
How Often Should You Publish?
Companies that publish 16+ posts/month got 5.3X more leads than companies posting between 1 - 2
(Source: Hubspot)N
EW L
EAD
S IN
DEX
0
300
600
900
1200
MONTHLY BLOG POSTS
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15
Train your audience: Frequency, medium, & length
Audience 1st (by persona)
Product 2nd
Ummmmm…. Wow!
HOW MUCH DOES CONTENT MARKETING COST?
Budgeting for content marketing in 2016
Staffing a Content team of FTE’s unrealistic for SMB’s:
Long-form written content (i.e. White papers, articles, blogs) • Freelance & Agency
– Pay by the hour ($50-$100/hr) – $3,000 - $5,000 White paper – $500 - $1,000 article/blog
• Analysts & consultancies – Expert 3rd party opinion – $15,000 - $25,000 “licensed use”
• CAUTION: SME learning curve & Project management
How much does it cost?
Visual content - Infographics • Agency $1,500 (Wide range $500 - $5k) • Freelance $75-$100/hour = $1,000+ • Tools for the DYI starting at “free”
– Piktochart – Infogr.am – Infoactive – Easel.ly
• CAUTION: Its about visual interpretation of your message, NOT just graphics
How much does it cost?
Video content • Fixed-bid from full service production
company ($1,000 - $2,000/min) – Complexity of messaging & planning – Environment (office, studio, outdoor, etc.) – # of cameras/crew – Simple video vs. full motion graphics
• Freelance – Camera, lights, & operator ($1,500+/day) – Director/interviewer ($1,000+/day) – Motion graphics post-prod ($50+/hour)
How much does it cost?
Simple video
Motion graphics
How much does it cost?
Conversion Content Campaign Content
Content Type White paper
Info- graphic
2/week Blog
Monthly Video
(Simple)
Company Video
(w/ Motion graphics)
TOTAL
# of Artifacts 3 3 100 12 1 119$/Unit $3,500 $1,500 $1,000 $500 $5,000 Fractional Cost $10,500 $4,500 $100,000 $6,000 $5,000 $126,000
So, who manages all this?
“The owner” of strategy and oversight
Compensation Bands
$25,000
$50,000
$75,000
$100,000
$125,000
$150,000
$175,000
$200,000
10% 25% 50% 75% 90%
Chief Content Officer, Demand Generation Director EXPERIENCE: 10 years INDUSTRY: Not Specified ORGANIZATION : Private Sector Company
AVERAGE SALARY: $120,975
Total Cost of Producing Content
Conversion Content Campaign Content
Content Type White paper
Info- graphic
Weekly Blog
Monthly Video
(Simple)
Company Video
(w/ Motion graphics)
# of Artifacts 3 3 100 12 1$/Unit $3,500 $1,500 $1,000 $500 $5,000
Fractional Cost $10,500 $4,500 $100,000 $6,000 $5,000
$125k + $125k = $250,000
WHAT CAN BE OUTSOURCED?Budgeting for content marketing in 2016
Summary
• Strategy… – Start by defining your audience – Ask how much content they need (not you) – See yourself as a media company
• Cost… – Leader + Assets (not just assets) – Then assemble a fractional team to develop content
QUESTION & ANSWERBudgeting for content marketing in 2016