Last week I created a discovery brief for Cogitools Software. In this brief, I analyzed this companies target market, current content strategy, and strategic business goals. In addition to this analysis, I also provided recommendations on different types of content to improve Cogitools content creation efforts.
In this week’s course work for my content strategy, development, and marketing class at Full Sail University, I have been tasked with selecting one content type to further expand on during this month’s work. The content type I have chosen is a blog for Cogitools for a multitude of reasons. The first being that I feel a company blog is an excellent hub to support and promote additional content types in the future. For example, if Cogitools decided to start a podcast or youtube channel, this additional content could easily be incorporated, promoted, and used to enhance relevant blog posts.
I also believe blogging would also give this organization the greatest ability to engage with its core demographics. In today’s world, when you have a question that needs answering, you “Google it”. So creating strategically written articles and optimizing them for search is an excellent way to get your core demographic to engage with a brand.
Additionally, from my experience in content creation, blogging has been less resource-intensive while still providing a great return on investment. This is not to say that writing a blog is effortless, however. But when comparing it to other forms of content, I believe it has one of the best ROI’s compared with the resources needed to produce, track and maintain quality content. Robinson highlights this to great effect in his article talking about the costs of starting a blog. In this article, Robinson goes over many of the ordinary expenses associated with a blog: hosting, domain, themes, plugins, CRM cost, etc. He calculates that in 2020, creating a full-time, professional blog would cost $941.40.
This number, of course, does not take into account the actual labor to produce the creative work. However, the cost difference is evident when comparing this to the equipment costs of creating a professional YouTube channel. For example, the Sony RX100 IV used by many creators on YouTube is $898.00, and this is just a camera. An organization would still need a microphone, box lighting, plenty of editing software, etc.
Because of the reasons listed above, I believe that choosing to create a blog will future proof Cogitools’ content creation tactics, ensure they can strategically target and engage their target market, all while maintaining a strong return on investment.
This blog was created as an assignment for my content strategy, development, and marketing online course at Full Sail University.
