The fourth in a series of five content marketing questions any communications strategist should answer:
4. Are your tactics really worth the time?
Part of the appeal of many content tactics — such as blogging, Twitter, enewsletters — is that they’re cheap. But what they save in money they can more than make up for in TIME. This is the brutal, ugly reality too many of today’s social media and content cheerleaders rarely acknowledge. You, however, cannot afford to be so blithe. Just as you measure ROI in bottom-line dollars and cents, you have to evaluate your efforts against the time they absorb. Are the hours spent on blogging and Tweeting really drawing an audience or improving your SEO efforts? If so, great. If not, you may need to budget your time as carefully as you budget your money.
Next post: Next steps.