When tasked with creating a blog for their website, many small business owners choose to write content themselves versus buying articles online. However, many times this can have dire consequences on the performance and conversion rates of the website. For your blogging efforts to not be wasted, you must ensure that your content is of the highest quality, is appealing to readers, and is properly optimized to get you the most SERP boost possible.
Blogging is no easy undertaking. It is time-consuming to continuously put out content that attracts and retains readers. Just consider me for example. It has taken me 2 hours to put this blog post together. Now the time, I spend writing this could be used to create e-mail campaigns, optimize search campaigns, or to just simply grab a bite. Nevertheless, here I am (and excited to be).
In this article, we will look at the opportunity cost associated with writing your own content.
Financial Opportunity Cost
How much do you make running your website? No, you don’t need to answer that question. I just want you to get the number in your head. If it’s a yearly figure, try to gauge how much you make per hour on a consistent basis.
Now consider that you are writing one blog post per week which takes you two hours to write (on a good day). If you do this throughout the year, you will have 52 articles written. Wow, that’s a whole lotta content!
But now consider the 104 hours you spent writing that content (52 articles at 2 hours a piece is 104 hours of work time). If you are making an approximate $30 an hour, that is $3,120 worth of content. But is it all really worth it? How much content could you have bought for that amount of money?
At Article Blizzard, our average piece of content is priced at around $27. If you wish to acquire 52 articles, the total cost of that would be a mere $1,404. That is more than $1,500 in savings versus writing the content yourself. Talk about opportunity cost, huh?
Time Opportunity Cost
However, the biggest cost of writing your own content is not financial. Rather it is the 104 hours you just spent on writing. That is over two and a half weeks of regular working time (40 hours week)!
Think about all the things you could have done if you were not writing. What that missing time ultimately translates to is lost opportunities for link building, campaign optimizations, or any of the other multitude of things a small business owner must regularly do to advance their website.
Now consider your competition. If you and a rival website started at the same time (unlikely, I know), who would be winning at the end of the year? Well if they hired a writer for their blog and you didn’t, they will be 104 hours ahead of you come end of the year because they didn’t spend all that time writing. That means they had 104 hours extra to build a marketing strategy and crush their competition (aka you).
At the end of the day, buying content for your blog is not a cost but an investment in an asset. An article isn’t just words on paper. It can be incorporated into many aspects of your marketing strategy. Once you post the article you just bought online, that does not end its lifecycle. In fact, there are a hundred and one things you can do to get the most out of your content. For example, you could
- syndicate the article and get links pointing back to your site
- incorporate the content into your email marketing strategy
- compile a free e-book at the end of the year featuring all the articles you posted on your blog
Utilizing one of more these methods sky-rockets the ROI on any piece of content you buy, making it one of the best financial decisions you could do for your business.