What should I budget for content marketing?

There is no one rule that works for every business and we always recommend testing and measuring your content. This allows you to do more of what works and less of what doesn’t.

There are also multiple elements you’ll need to consider when budgeting for your content as it’s not just the production costs to bare in mind. Are you planning to boost the post on social media or use it as an advertisement? Are you planning to engage a media buyer to get your ad played on TV or via programatic channels? 

Either way, marketing is ultimately about results – so whatever you do and whoever you hire to create your content you should have an expectation of ROI and transparency but that being said if any business promises results, take that with a pinch of salt. Nothing online is guaranteed and it’s important to be reactive.

Finally if you can reuse and recycle your content then it can have a much longer digital shelf life – so why make one singluar piece of content from a customer interview when you can chop it up and post different elements on a weekly or monthly basis.

In conclusion, when putting together your budget, we recommend starting with your key KPI – what are you trying to achieve? Then use a percentage of that goal as a starting point to provide detailed analysis down the line and allow you to make better decisions year on year.