Depending on the country, Marketing and Communication Directors plan to spend on average between 15% and 25% of their budget in 2015 on content purchases. In this budget period, here are the keys to approach the content…
Why budget for content-related expenses?
- Because you have to redo your site, your Intranet your pages of social media and that it is necessary to fill them in and make them live: do not spoil all the design work with badly written content, not adapted to the readership, neither attractive nor contributors;
- Because you are engaging in a customer relationship strategy and that it is advisable to set up a true editorial policy: to frame the speech and the elements of language, to coordinate the publications between the various supports, to build an organization, to ensure a follow-up, …;
- Because relevant and relevant content is guarantee of success : catchy titles, it’s audience and SEO, well written texts, it’s interest and affinity, talking photos, it’s membership, layouts well thought out, these are guaranteed sales,…;
- Because producing content is a real expertise and one real job : You draw, do you do your visuals?
Where is content found?
- On your site, your social media pages (Facebook, Twitter, Wikipedia, etc.), your Intranet, etc.;
- In your mailings, your newsletters, your reports, your magazines, your blogs,…;
- In your community animation;
- In what your collaborators publish personally.
What is the purchase of content and editorial costs?
- The production of texts, photos and videos for all media;
- The “staging” and editorialization of the contents: titles, chapôs, intertitles, captions of the photos, paragraphs, …;
- The “smoothing” and re-reading of existing content;
- Editorial SEO: keywords, tags, tags, metadescriptions, url,…;
- Animation: blog note, community management, posts, …;
- Strategic thinking and the creation of framing documents: concept, editorial charter, guide for contributors, memo community manager, …
What amounts to expect?
You must budget action by action, without forgetting the operation (human resources, service providers, advertising purchases, etc.). For example, a branded website claims between 15% and 20% of the initial investment per year.
What compensation, your ROI?
Content is not just a cost center. It brings resources and creates value. To argue about spending, you will need to compare quantified objectives, direct (content is a purchasing lever) or indirect (content contributes to the brand or commercial policy).
You are ready to face your management controller and defend your choices in front of your decision-makers.