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    How much does content marketing cost?

    Content marketing has become one of the most important tools for achieving marketing and business goals. But as with any investment, the question of cost is inevitable. So how do you determine the cost of content marketing for your business? It depends on many factors, which we will discuss in this article.

    What are the principles and activities of content marketing?

    Content marketing is not a one-time project, but a long-term process. It consists of many elements – from content creation to content distribution and analysis. Understanding the basic activities of content marketing will help you build a realistic budget for these activities.

    What makes up content marketing? What are the costs?

    Content marketing consists of:

    • developing a strategy,
    • content creation,SEO optimization,
    • content distribution,
    • analytics,

    1. Strategy development

       – Content marketing strategy development: from a few thousand to tens of thousands of zlotys.

       – Market research, competitive analysis, and keyword research: from PLN 1,000 to PLN 10,000.

    2. Content creation

       – Article writing – from £100 to £1,000 per article.

       – Graphic design – from £50 to £500 per graphic.

       – Video production – from several to tens of thousands of zloty per project.

       – Podcasts and screencasts – from several hundred to several thousand zloty per episode.

    3. SEO optimization

       – SEO tools (e.g. SEMrush, Ahrefs) – from tens to hundreds of zlotys per month.

       – External SEO services – from a few thousand to tens of thousands of zlotys per month.

    4. Content distribution

       – Social media promotion – from several hundred to several thousand zloty per month.

       – Paid-Per-Click Advertisements (PPC) – from a few pennies to several zlotys per click.

    5. Analytics and optimization

       – Analytics tools (advanced): Tens to hundreds of zlotys per month.

    The variety of elements and their associated costs show how complex and varied a content marketing budget can be. The key to effective budget management is a clear definition of goals and ongoing analysis and optimization of marketing activities.

    The key to effective budget management is a clear definition of goals and ongoing analysis and optimization of marketing activities.

    How to plan a budget for content creation?

    When planning a content creation budget, there are 9 aspects to consider:

    1. Determine goals – understanding the goals of your content marketing is the basis for setting a budget. Do you want to increase traffic to your site, generate leads, or build brand awareness? Different goals may require different investments.
    2. Research costs – gather information about the costs associated with different types of content. For example, blog articles may be cheaper to produce than videos or podcasts.
    3. Check prices in the market – compare prices offered by different agencies or freelancers. Understanding the standard prices in the market will help you better assess how much you should spend.
    4. Decide who creates content – do you plan to create content internally or hire external creators? External creators may generate additional costs, but they can also provide quality content that will increase your online visibility.
    5. Estimate the frequency of publication – the frequency of content publication will affect your annual content marketing costs. Determine how often you plan to publish new content and factor that into your budget.
    6. Plan content promotion – a budget for content promotion should be included in your financial plan. This may include costs associated with social media advertising, SEO or other distribution channels.
    7. Determine tools and technologies – what tools and technologies will you need to manage and analyze your content? Subscription costs for analytics tools and content management platforms should also be included.
    8. Predict unexpected expenses – it’s always a good idea to set aside a portion of the budget for unforeseen expenses or additional projects that may arise during the year.
    9. Monitor and adjust budget – continuously monitor the spending and effectiveness of your content marketing activities to adjust the budget if necessary.

    How much money do you need for a business blog?

    The cost of creating one blog article by a freelancer can range from £100 to £500, depending on the length and complexity of the content. Regular publishing on a company blog can cost from 2,000 to 10,000 zlotys – depending on whether you have a person in-house who does copywriting or you outsource the writing.

    The cost of running a company blog can vary depending on a number of factors, such as the frequency of publication, the length and complexity of the content, and whether content creation is done in-house or by external agencies.

    When planning a budget, it is worth considering what kind of content you want to create, how often to publish it, who will be responsible for it, and what tools you will need to achieve your goals. 

    Is an agency a cost generator? 

    Choosing a good SEO agency is not a high expense generator. Hiring an agency can be expensive, but you should consider whether it will be cheaper in the long run. An agency can offer a package of services for about £3,000 – £8,000 per month (depending on the industry, size of the website/online store, etc.), which will include content marketing strategy management, content creation and distribution.

    How much does video content marketing cost?

    Video marketing is known for its higher production costs, but also for its higher level of commitment. A video marketing budget should include production, editing, distribution and promotion costs. Creating a 60-second spot can cost from £5,000, and a 30-second video from £2,000 to over £4,000.

    What does video production include?

    Video production consists of 3 elements: 

    1. Equipment

    • Camera: Prices for video cameras start at around £1,000 for simple models, and can go up to £20,000 or more for professional cameras.
    • Microphone: a good microphone costs between PLN 200 and PLN 2,000.
    • Microphone.
    • Lighting: A lighting kit can be purchased for between £300 and £3,000.
    • Lighting.

    2. editing software

    • Adobe Premiere Pro: about £250 per month as part of a Creative Cloud subscription.
    • Final Cut Pro X: about £1,300 for a one-time license.
    • Final Cut Pro X: about £1,300 for a one-time license.

    3. Hiring a production team

    • Camera operator: from PLN 500 to PLN 2,000 per day.
    • Engineer: from PLN 100 to PLN 300 per hour of work.
    • Camera operator: from PLN 100 to PLN 300 per hour of work.
    • Director: from PLN 1,000 to PLN 5,000 per day.

    Video distribution and promotion

    • Promotion on social media: Costs can range from several hundred to several thousand zlotys per month, depending on the scale of the campaign.
    • The cost can range from several hundred to several thousand zlotys per month, depending on the scale of the campaign.
    • Video ads (e.g. YouTube Ads): The average cost per view can range from £0.10 to £0.30, but will depend on a number of factors, such as industry competitiveness, ad quality and target audience.

    Other costs

    • Music and sound effects: Music and sound effects licenses can cost from tens to hundreds of zlotys.
    • Graphics and animation: Costs can range from a few hundred to a few thousand zlotys, depending on complexity.
    • Programming.

    How much does a screencast or podcast cost?

    Screencast is the recording of activity on a computer screen, usually with voice commentary or background music. It is a way to demonstrate software features, tutorials or presentations. A podcast, on the other hand, is a series of audio or video recordings that can be subscribed to and listened to or watched at any time. Podcasts often cover a variety of topics, from education to entertainment, and can be hosted by one person or a group of people.

    The cost of producing screencasts can be higher due to the need to invest in hardware and software for screen recording and video editing, while producing podcasts can be less expensive, being limited to audio recording. The final cost of both depends on the quality of the equipment used, the software and the complexity of the project.


    Screencast, a recording of a computer screen, often with additional voice commentary, is a relatively simple and inexpensive way to make educational or demonstration content available. Costs associated with producing a screencast can include:

    • Screencast Recording Software:
    • Licensing prices for screencast recording software, such as Camtasia or OBS Studio, can range from tens to hundreds of zlotys. OBS Studio is free, while Camtasia can cost around £1,000 for a one-time license.
    • Equipment: A good microphone is the key to a professional-sounding screencast. Microphones can cost from £100 to as much as £2,000, depending on the quality and brand.
    • Editing: Simple editing can be done on your own, but advanced editing may require hiring a professional, which can cost from £100 to £300 per hour of work.


    Podcasts are another form of content that is gaining popularity. The process of producing a podcast is a bit more complicated than a screencast, and here are the main costs:

    • Equipment: As with screencasts, a good microphone is a must. In addition, you may need headphones, an audio mixer and an audio recorder. A whole set of equipment can cost from £500 to £5,000 or more.
    • Sound editing software: Programs such as Adobe Audition or Audacity (which is free) are essential for sound editing. Adobe Audition costs about £250 per month as part of a Creative Cloud subscription.
    • Hosting and distribution: Hosting a podcast can cost anywhere from £50 to £500 per month, depending on the platform and number of episodes.
    • Promotion: The budget for promoting your podcast can vary, but it’s worth setting aside funds for marketing to increase your listenership.

    In either case, costs can increase significantly if you decide to hire professionals to produce, edit and promote your screencasts or podcasts. 

    E-book and white paper – are they worth producing?

    It depends on the specifics of your business and your marketing goals. Here are 7 aspects to consider:

    1. Educational value – e-books and white papers are excellent educational tools. They allow you to present complex concepts in an accessible way, which can be beneficial for companies operating in technology or B2B industries.

    2. Build a position as an expert – by publishing in-depth content, you can build a reputation as an expert in your industry. This, in turn, can translate into customer trust and increased brand authority.

    3. Generate leads – e-books and white papers often serve as lead generation tools. You can offer them for free in exchange for contact information, which helps build your mailing list.

    4. High production costs – producing such materials can be expensive. Developing a high-quality e-book or white paper can cost from several to tens of thousands of zlotys, depending on the complexity of the topic and the quality of production.

    5. Time – creating valuable materials takes time. This can be a challenge, especially for small companies with limited resources.

    6. Measuring return on investment (ROI) – it can be difficult to accurately measure ROI from e-books and white papers, which can be frustrating if you are working with a limited budget.

    7. Distribution complexity – it’s not enough to just create an e-book or white paper. You also need to invest in promoting them to reach the desired audience, which also generates costs.

    Why do a lot of people overlook distribution, analytics and content handling?

    Many people neglect distribution, analytics and content handling in content marketing strategies, which is mainly due to a lack of awareness in these areas. Focusing on creating valuable content often leads to other key aspects such as distribution, analytics and content handling being overlooked. Distribution is essential for content to reach the right audience, but the costs associated with promotion, such as paid advertising, can range from several hundred to several thousand per month, depending on the scale of the campaign. 

    On the other hand, analytics is key to understanding how content performs in search results and how it is received by audiences, but analytics tools can cost anywhere from tens to hundreds of zlotys per month. Also, content maintenance, which includes updates, optimization and managing customer communications, requires resources that are often underestimated. 

    Lack of proper skills or knowledge in these areas can also lead to negligence, and the cost of training or hiring experts can put additional strain on budgets. It is important for companies to be fully aware of these aspects and the resources needed to fully optimize their content marketing strategy in order to achieve business goals.

    These are the key factors that can help companies achieve their business goals.

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    Kamila Dębska
    Kamila Dębska