If we’ve spoken about developing a website, then you’ve probably heard me wax on about the magic of blogging with regard to its ability to help your website attract new customers and climb search engine rankings.
Hopefully, you heard the other part of what I said about blogging: how it is an incredible amount of work, that it requires dedication and discipline, and that it may not always be the best option for everyone.
Margie Clayman, the director of marketing at Clayman and Associates, dives into the issue with a great blog post today titled Bad Advice Time: Do Content Marketing Because It’s Cheap. As Margie points out, content marketing can be effective, but to suggest it is easy or, more importantly, less expensive than other types of marketing is just flat out false.
The saying “time is money” comes into play here, and even if you are not focused on money per say, there is still no question that time is the fundamental medium of exchange. From Gift Economies to TimeBanking to Wall Street, whatever you do, and whatever your gift is, time is the greatest limiting factor to you doing even more of it.
And the time you need to put into doing content marketing effectively is significant.
To do content marketing well, you need to invest a LOT of time, and let’s face it, time is still money in the business world. Not only do you need to come up with at least 52 post ideas, you need to sit down to write those posts. Then you need to promote those posts, because as we discussed last week, people are not just going to magically appear to read what you have written. If you get comments on your blog posts, you need to monitor those, if not respond to them. From there, you need to take time to make sure you monitor conversions from readers and commenters (these words are NOT synonymous with customers) to sales.
— Margie Clayman
Is it worth it to you? Perhaps! Is is the best way for you to spend your time building your business? Maybe! But you have to honestly assess if the hours you need to spend each month, or preferably each week, to really blog well is the best use of your time and resources. Sometimes is certainly is, but sometimes it makes more sense to step back and let a professional marketer do what they do so that you can spend more time doing what you do.
Either way, don’t ever let anyone tell you blogging is easy or content marketing is cheap.
PS — if you want smart, honest, real-world marketing tips and advice, sprinkled with wit and some mid-western practicality, I highly recommend you subscribe to Margie’s agency blog here (on the right-hand side, where it says “Subscribe to our blog by email). Do it.