Content marketing saves money so you can spend it on … potatoes?
If you can save money by using content marketing instead of traditional marketing, think what you could get with the extra budget. Death-resistant plants, company bumble bees, personalised potatoes…
But we’ll come to all of those in a moment (get excited). First, you’ve heard that content marketing is cheaper than its counterpart, but how much does content marketing save compared to traditional strategies?
Let’s dig into some numbers, then we’ll cover four cool investments to make with the extra cash.
How much does content marketing save?
Content marketing is 62 per cent cheaper than traditional marketing, according to Demand Metric. So there we go – problem solved, mission complete. You can save 62 per cent.
OK we’re kidding, we have some proper figures, too. This is a side-by-side comparison between content and traditional marketing strategies, trying to measure the ROI of each.
- Disclaimer: We can’t pin down specific figures for you because content marketing ROI depends on your total budget, the competitiveness of your industry, who your audience is and so many other factors. These are estimates, and should be used as such.
Tl;dr, give me the short answer
The short and sweet of it here is that traditional marketing can still see very high ROI, but it costs a lot more upfront. Meanwhile, digital marketing can be incredibly cheap up front, but many see it as more of a gamble – potential ROI in the form of reach and leads generated ranges into the millions and thousands respectively, but isn’t guaranteed unless you commit fully to the strategy long-term.
The other thing to note is that traditional marketing often works with fewer components – a TV ad speaks a thousand words by itself, but a thousand words of blog content will be most effective when coupled with a social media promotion strategy, regular newsletters and additional supplementary blog content (not to even mention whitepapers, infographics and other forms of content).
— Castleford (@castlefordmedia) September 18, 2017
Five new investments you can make with all that saved budget
But, if you do spend on content marketing instead, you could find 62 per cent of your budget lying around for these awesome “office improvement initiatives”.
A touch of green
The University of Queensland found that office plants can boost productivity 15 per cent! Cacti and yucca plants are great choices because while they’re nice and green, you can forget to water them and they’ll just keep powering through it. For a while, anyway…
Aargh, not the bees Yes the bees!
If you have a big enough company, model yourself on Google’s example and invest in bees! Google’s Mountain View, California campus has four beehives, providing fresh honey for their on-site chefs and what is, presumably, a highly unique watercooler talking point.
The office of the future
Tablet computers, according to Dell, can increase employee productivity by about 20 per cent. This is because they allow staff to work while travelling, and can provide faster, more convenient access to information. Use your marketing savings to invest in tablets for your top traveling salespeople.
A potato for all of your staff
We promised potatoes, and potatoes we hath delivered. If your staff have been awesome this quarter, you can reward each and every one of them with their own personalised potato thanks to the glorious company Potato Parcel. The start-up will inscribe a message or photo onto a potato, which is then mailed to the receiver. This is, quite possibly, the smartest, most amazing investment a single company could make.
Potatoes for everyone!
More content marketing!
Arguably the most logical use for your leftover marketing budget is to spend on even more marketing. The beautiful thing about content is that it all intertwines at the end of the day, and the more creative you get, the more results you see.
If you’ve only produced articles, newsletters and social media, consider investing in videos and infographics, or whitepapers and ebooks (or, better yet, all four!). And take a look at other digital advertising platforms, like Twitter and Adwords.
The more the merrier, right?