When to spend $1,000 or more on a Blog Article
Something I hear frequently when talking to leads is that my article price is much more expensive than a regular article. It’s true. Finding original data, cleaning it, using programming to analyze it, and then writing the article will take a lot more time than other articles. Why would companies decide to create expensive content?
There are many reasons why it’s worth it for your business to spend a lot of money on one article. I listed some of them here:
Rank for competitive SEO keyword
Ranking for some of the more competitive keywords can be worth tens of thousands of dollars. That’s why Ross Hudgens of Siege Media says charges between $1,000-$2,000 per article. If you want to rank for a competitive keyword, you’ll have to convince Google to outrank your competition.
Research from now-closed serpIQ which I found on Sujan Patel’s site shows that average number one ranked article in google is over 2,500 words long:
To build links
Ask any SEO, link building is hard. It takes a lot of work to convince someone to link to your content. These days, quality content is practically a necessity to convince people to link to you. It’s why Neil Patel says SEO and content marketing are merging.
Just to give you a sense of perspective, many firms charge $200+ per quality backlink. You can lower this number with a solid piece of content. Instead of spending money just on getting backlinks, you can spend some money on a great piece of content so that your link building is more likely to succeed.
Using a piece to get PR
A lot of companies use content as a way to convince journalists to write about them. Even if your company is in a boring B2B industry, creating something interesting (like a piece on internal data) can get you press coverage.
When using content to get PR, a good strategy is to involve journalists in the content creation process. 70% of journalists prefer to collaborate as oppose to pitch, according to a survey from JustReachOut:
In fact, talking beforehand about my research with Cheryl Connor helped my piece on viral posts get mentioned in Forbes.
Want to wow your audience
I feel like every marketing guru out there says that you need to create ridiculously long content all the time. The fact of the matter is that short-form content still works. One writer that I particularly like, Tom Kuegler, frequently writes short pieces. The only catch is that he consistently writes 5-7 times a week. That’s how he built up a following of over 20,000 Medium followers.
That being said, audiences are overwhelmed today. People are becoming inundated with content. Sometimes, you really want to wow your audience. For those occasions, you’ll have to pay up. Quality content isn’t cheap.
Want something to spread and promote
If you are in the camp of only creating a few pieces but promoting the heck out of them, then you’ll want to make sure that the content you do create is a cut above. Influencers and people, in general, are just more likely to share something when it is of higher quality.
Again, I’m not dissing short-form content. It’s just that if you’re going to ask an influencer to use some of their goodwill to share something, you better make sure it’s something really damn good.
Creating a piece of cornerstone content
Cornerstone content is content that your company is based around. It’s a reflection of what you do and what you stand for. It shows that your company has expertise in one particular area because it was able to make something so amazing and definitive.
A piece of cornerstone content that I have is my ultimate guide to creating original research content. Though I didn’t pay anything for it (since it only cost me my time), it would have cost much more than $1000 if I paid myself for the time. It’s been totally worth it in the end. Some of the things I use it for is to answer people’s questions on research content, show my expertise, and convince people to sign up for my email list.
Some other examples of cornerstone content are Moz’s guide to SEO, Priceonomic’s Content Marketing Handbook, and Primoz Bozic’s Ultimate Guide checklist. While those pieces all were made by founders who didn’t have to directly pay themselves, I’m sure that if you gave that they put at least 40 hours into those guides. The value they received is well over $1000.
You want to stand out
I imagine a lot of you are in competitive industries like me. Content marketing in the content marketing space is probably one of the hardest spaces to compete in. Yet, I’ve managed to carve out a sizeable and growing niche for myself. How? Creating kickass content.
Everyone in the content marketing world is busy and under pressure. That’s why lack of time was one of the biggest complaints of content marketers. When bloggers start to get successful, they start to deal with the stress of managing a growing business. It’s a lot of work.
Successful bloggers likely don’t have the time to create truly standout content. That’s one of the few advantages of being a growing, scrappy content creator. You’re willing to put in the effort and go above and beyond. It’s how I’ve managed to get press coverage for this blog.
Better traffic and shares
As I’ve alluded to before, people are more likely to share, write about, talk about, and read high-quality content. In fact, my research showed that more viral content was over 3,000 words in 2017 than in 2016. If people are going to share, they want it to be good. That’s why if your goal for a piece of content is to get as much traffic as possible, then you’ll want to invest in making it outstanding.
Creating Original Research Content
The area that I’m most familiar with. As I mentioned in the introduction, conducting original research is hard. It takes time, especially from programmers, who are in heavy demand these days. You might be able to do a super quick piece of research, but you’ll never do something truly epic.
The benefit you get from spending this time and money is everything I’ve talked about earlier. The traffic, shares, PR, authority, and backlinks you get will make it more than worth it in the end.
Content shock is happening. Audiences are getting overwhelmed with all the content that companies are pushing out. I’m not saying short-form inexpensive content doesn’t have its place. I am saying that you’ll need to put in time and money to stand out if you want your content to get all the benefits I talked about here. I’ve seen it again and again that one piece of really awesome content can outperform lots of mediocre content.
Also published on Medium.