There’s a common line of thinking that views content as ‘free’, especially if it’s created in-house, but creating content always comes at a cost.
But, fact is, it’s not. You have to factor in copywriting, design, stock photography, videography, graphics creation and research. Even if you have these capabilities within your team, those people take salaries. And if you stop there – at the point of creation – and simply post it on your socials and publish it on your blog, it’s likely that the investment will earn you somewhere in the range of 0% return on investment.
We analysed content from 10 sites across various industries and discovered that the cost of content* ranged from $0.12 to $11.23.
Eg. 1. $0.12:
Typically (and unsurprisingly) the sites that promoted their content through a variety of channels fared better than those that didn’t. For example, the $0.12 site produces a range of different, but highly relevant pieces of content including guides, videos, webinars, polls and shared the content via email and social media, leveraged relationships with media and industry partners, and ensured that their content was keyword rich. They also produced new content frequently – at a rate of 3-5 pieces/ week.
Eg. 2. $11.23:
The $11.23 site promoted their content (primarily blog articles) through emails and social media, but their approach was sporadic (every 2-3 months) and the content was generic. At $11.23 per page view, this site would likely achieve better results by investing in a paid media campaign.
* Based on unique page views and average content creation time of 4 hours per asset/ $50/hr
The quickest way to kill all your hard content creating work is to do nothing with it. Before you put pen to paper or book a videographer, think about how you’ll get this piece of content in front of the people who will benefit from seeing it.