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Everyone knows the saying: “you get what you pay for”.

But how much should you realistically expect to pay for content marketing? Well, that’s one hell of a loaded question to be asking.

Why? Because content marketing costs can vary depending on so many different factors!

Don’t worry, though. We’re going to use this blog post to valiantly try and answer this question in the best way we can – including variables that can affect the overall cost of content marketing for your business.

Afraid to even look? Well, buckle up your seat belts and hold onto your hats, as this is going to be a bumpy ride!

Firstly, a disclaimer

Before we go any further, we need to clarify one thing: we’re not just talking about someone writing regular blog posts for you. By content marketing, we mean a holistic strategy, often referred to as ‘inbound’ or ‘digital marketing’.

It should encompass regular monthly content, premium downloadable content, SEO, email marketing, landing pages, call-to-actions, conversion optimisation, social media, marketing automation, ongoing support, and more.

How much should you be prepared to pay?

That’s right; you’re probably going to need to prepare yourself for this. Although, if you’ve done any sort of research on content, inbound or digital marketing, you probably already know it’s a bit of an investment.

The typical monthly costs you can expect to pay for content marketing? It can be anywhere from £2,000 to £6,000 – and that’s only the typical costs. Some agencies may charge you even more than that!

And unfortunately, no; we’re not having a laugh.

There are ways you can cut down the costs, for instance by taking your content marketing in-house, but the amount of training and time required (especially if you don’t have your own marketing team) can be a bit of a bitch.

What’s typically included in these costs?

Okay, so let’s say you’re paying £2,500 a month for content marketing. What should you be getting in return for such an investment?

Again, it can vary greatly depending on the agency, but here’s what we believe to be the very minimum you can expect for your money:

  1. A full content marketing strategy
  2. Help with developing your buyer personas
  3. Marketing automation and project management software
  4. An initial set-up period including premium content creation
  5. Corresponding landing pages, call-to-actions, email automation and nurturing
  6. Regular monthly content creation (8 – 16 blog posts per month)
  7. Detailed monthly marketing reports and full transparency to track your ROI
  8. Ongoing support and guidance whenever you need it

Your content marketing package should also vary depending on what your business needs most, which is why your agency should take the time to listen to you and understand the problems and challenges you’re currently facing.

If after a detailed assessment, your content marketing agency is still vague about what they can do for you, don’t agree to sign with them. You need to know what you’re paying for first.

What can make the cost vary?

Different agencies will always charge different prices, and some may even offer stripped down packages where you’re even doing a bit more of the work yourself.

Another big factor that can affect cost is the marketing automation software your agency is using for their clients. Some may be strictly HubSpot partners (where you can find yourself paying an extra £6,000 per year), whereas others may give a couple of different, more cost-effective options.

Our advice to you is to thoroughly do your research, make a shortlist of potential agencies you’d like to sign up with, and maybe talk to three of them.

That way, you can see what each is prepared to offer you in terms of deliverables and support, and you can decide which will offer you the best value for money.

However, it’s not just about price; it’s about trusting your gut. If an agency just isn’t listening to you, or doesn’t seem to understand your needs, look elsewhere.

Getting the most for your money

Finally, regardless of the agency you choose, ensure that they provide a way for you to track and measure your results – along with optimising for maximum impact as you go along.

Pro tip: For example, A/B testing of your landing pages is vital if you want to keep increasing your conversion rate.

All-in-one automation platforms (like HubSpot or LeadSquared) are great for this, but even Google Analytics can show you some key indicators that your content marketing campaign is working.

Skip to the end… (key takeaways)

Need to know how much content marketing will realistically cost for your business? It’s a tough question to answer, but nevertheless, the above should give you some idea of the average price range (Psst! It’s £2,000 – £6,000 per month!).

For a lot of businesses, this is a huge investment, so we’re sure we don’t have to tell you not to rush in. Speak to a few different agencies, do your research, and make sure you know in your gut that it’s the right choice for you. It’ll be worth it in the end!

How much would you be prepared to pay for something that could potentially double or even quadruple your revenue? Pop us a comment below!

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