How much should you budget for content?

If you’re new to content marketing, budgeting can be a daunting task. However, it’s an essential part of creating a successful content strategy. One of the most critical factors to consider when budgeting for content is business size, industry, competition, goals, tools, and whether to insource or outsource.

At a minimum, you need to budget for a content team, content manager, content strategist, writers/editors, videographers, graphic designers, and tools like editing and design tools, SEO tools, analytics tools, content management systems, project management systems, content calendar tools, and website development and maintenance fees.

 

When it comes to benchmarking, most marketers allocate 10-49% of their total marketing budget to content marketing, with 51% of marketers spending $80,000 or below quarterly. However, don’t base your budget solely on what others are doing. Instead, consider your business size, industry, and competitors.

 

New businesses should start on the low end of the budget spectrum and scale up as they grow. Small-to-medium-sized businesses should invest in consistency for their content, while large enterprises can afford to build a fully-stacked, in-house, expert content team and invest in top tools like AI content tools.

Some key tips to keep in mind when budgeting for content include setting goals and building a content strategy, looking at past spending, focusing on organic content, investing for the long-term, hiring expert help when needed, not treating the content budget as leftovers, looking at what competitors are doing, not spreading your budget too thin, and continually reviewing and evaluating the budget.

 

Ultimately, how much you budget for content depends on your unique circumstances. Benchmark numbers and competitor analysis can provide a starting point, but you need to consider your industry, audience, goals, content strategy, and revenue/resources to determine the best content budget for your brand.

Updated: Apr 2, 2023 Author:

Misha Manko
Co-founder of Fiber.ninja, Digital Marketing Consultant