Content marketing used to be the poor man's way to feed every part of our funnel, including retention after conversion. But just as we suspected, content marketing is getting more expensive and less effective.
CAC has gone up across the board almost 50% over the past five years, and CAC for content isn't an exception.
Other sobering stats:
- Content marketers are publishing over 300% more every month than before
- The posts are longer (twice as long to be precise)
- Content people are commanding higher salaries
- Shares / amplification of content has dropped 90% in the last 2 years.
“If the cost for me to give you a dollar goes from $0.10 to $0.25, you'd be insane not to still pay me for the dollar. Content is getting mature, but the ROI is still amazing. CAC Ratio's for content still tends to be roughly 30% better than the paid side, because of the compounding nature of content.”
Summarized by Reforge. Original article by Patrick Campbell • CEO @ ProfitWell