content marketing programImplementing a content marketing strategy is critical for any business that wants to compete. While the strategy may be different from company to company, they all have one thing in common: they cost money.

Many businesses only think in terms of hard costs when it comes to content marketing. Unfortunately, these easy-to-calculate numbers only tell a small part of the story. They often overlook the soft costs, which can end up costing them far more in the long run. When they add everything up, the amount of time and resources it takes to do it right can be shocking.

Let’s look at an example. Say the owner of an insurance company wants to create, implement, and manage his own content marketing program. To do so, he must:

  • Research content marketing best practices
  • Discover industry trends and develop a plan for monthly article topics
  • Perform keyword research
  • Write high-quality articles with valuable information for his target audience
  • Optimize the articles with his keywords
  • Post the articles on the company’s blog
  • Push the articles out to social media channels to expand their reach
  • Do all of the above consistently (at least one article per week) if he expects his content marketing strategy to produce the desired results

Is his time best spent with these activities or should he instead be focusing on his “day job”—speaking with clients and prospects to provide an insurance plan that best meets their needs? This is, of course, a rhetorical question. He should obviously be focusing on his core business.

Most businesses find both their productivity and performance decrease when they try to do too many things themselves—especially when it comes to activities that don’t involve their expertise. This is true when considering the cost of managing their content marketing strategy themselves versus investing in a content marketing solution provider.

The time they save by outsourcing their content marketing far outweighs the cost of the investment. They can take this critical part of their business off their plate and focus on servicing the customers that come their way as a result of the content marketing efforts performed on their behalf.

So, what do you think? How do you weigh cost vs. investment when it comes to your content marketing strategy?

Learn more about implementing a content marketing program for your business over at