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Updated April 5, 2024

Content Marketing Pricing Guide 2024

Content Marketing Pricing Guide May 2024

Content marketing is a proven effective tool for brands that want to generate brand awareness and establish meaningful relationships with their target audience. This guide will help you understand its true costs, factors influencing the price, and what else to expect before hiring a dedicated content marketing agency for your business.

Nowadays, it’s getting harder and harder for brands to build connections with customers because of how saturated certain markets have become. Sharing bad or mediocre content can only do harm to brands that want to differentiate themselves.

Content is king in most marketing strategies and approaches — and rightfully so, since it brings a plethora of benefits to those who know how to create compelling content. Good content also supports other marketing channels like email and search engine optimization (SEO).

At first glance, content marketing may seem simple for those without experience. After all, from the outside, it looks as simple as posting content consistently across different platforms and channels. However, creating an effective content strategy is harder than other forms of marketing. 

A full-service content marketing agency has the expertise, experience, and resources to create effective content. Hiring a dedicated team for your content needs can help your growing business produce content that addresses your customers’ pain points while highlighting your brand's value proposition. 

Through thorough research and testing, these agencies know how to reach the right audience. It may seem intimidating to let a service provider handle your brand’s voice, but they are masters of adapting different content approaches and styles for varying brands and audiences.

This detailed content marketing pricing guide will take a closer look at how much it costs to hire a professional agency, the factors that influence the price tag, and other costs you can expect for the project.

Content Marketing projects reviewed on Clutch typically cost

< $10,000
< $10,000 $10,000 - $49,999 $50,000 - $199,999 $200,000 >

As shown in the chart above, the cost of content marketing varies significantly. This is perhaps because of the differences in the marketing plan and the content volume required by the client during the project.

Remember that, just like most digital marketing channels, content marketing works best in the long term. Results don’t appear instantaneously, so be prepared to put time, effort, and resources into it. Because of that, it’s also unlike most B2B partnerships wherein businesses can work with service providers on a project basis. Content marketing requires continued consistency and commitment.

If you’re considering hiring a content marketing partner soon, make sure you understand how agencies charge for their services — hourly rates, agency fees, and ad costs — so you don’t get confused when you see the invoice.

What Do Content Marketing Agencies Do?

Content marketing agencies have in-depth expertise in creating content plans and executing strategies. They often comprise marketing managers, content creators, strategists, SEO experts, and content writers.

These full-time marketing experts can be extensions of the business’ in-house operations. Their work goes beyond just creating social media posts; they offer more extensive solutions, including but not limited to:

  • Keyword research
  • Content audit
  • Graphic design
  • Copywriting
  • Media outreach
  • Video production

Hiring a content marketing team can help businesses unlock benefits such as higher conversions, increased website traffic, and stronger brand credibility.

Content Marketing Agency Rates by Industry

Different industries require different marketing assets, especially when it pertains to their target audience.

Interested in learning more about how much content marketing agencies charge for their marketing support in your industry? This table shows what some popular industries might expect to pay based on their market. 

What is the Real Cost of Hiring a Content Marketing Agency?

The average cost of hiring a content marketing agency on Clutch ranges between $100–$149 an hour.

Industry
Average Project Size
Less than $10,000
Branding
$10,000–$49,999
$10,000–$49,999
Fashion
Less than $10,000
$10,000–$49,999
Healthcare
Less than $10,000
Human Resources
Less than $10,000
Less than $10,000
Less than $10,000
Public Relations
Less than $10,000

Content marketing agencies follow different pricing structures that work for them. Traditionally, hourly rates are what most apply, but there have been changes in the structures as the business landscape evolves. Here are the main pricing models applied by agencies nowadays:

  • Hourly rates: This pricing model has been around for decades, and many agencies consider it to be the most efficient way to charge for their services. It involves recording the time their team members spend on a project, which will be charged to the client. This can be listed on the invoice as “man-hours."
  • Commission-based: Another preferred pricing model is commission-based works, as it gives the agency a certain percentage of the media or ad spend on each project. Typically, the commission is set at 10% to 20% as the agency fee.
  • Fixed-price: This model is perfect for clients who don’t like uncertainty for their projects and immediate transparency. The fixed-price model is simple — it’s about agreeing on a specific price for certain deliverables, which will be what’s charged, regardless of how much time the agency spent working on the project.
  • Value-based: Considered a new pricing model, value-based is when agencies compute the project's costs and evaluate the value of its expected return on investment (ROI). The higher the stakes are and the greater the value, the higher the costs. It’s usually preferred by bigger agencies working with bigger brands.

Whether you’re running a startup or working for a big brand, there’s no one-size-fits-all pricing model. What will work best will ultimately depend on the scale of your project, financial capabilities, and marketing goals.

Understanding how content marketing agencies charge for their services is critical when hiring a partner and preparing a budget. When you discuss your project with a potential service provider, inquire about their pricing model and evaluate if it fits your requirements.

Agency Fees May Be Separate

Content marketing agencies have overhead costs, too, and they cover those through agency fees. Aside from the pricing models mentioned above, agencies will most likely charge a set agency fee to cover office costs, hardware costs, software costs, and other essential business expenses to keep them running.

These agency fees are often charged on a retainer or per-project basis. Before signing a potential partner onboard, inquire if they charge agency fees and ask for a clear breakdown of their pricing.

Ad Costs Are Also Separate

Another item you’ll see on your content marketing services invoice is ad costs. 

Ad costs are a type of business expense that considers the associated costs of producing digital ads or materials — in this case, ad content. This will vary wildly depending on the type of content, volume, location, and project scale.

For example, if you’re running a seasonal campaign for a special occasion, your brand will need new content that fits that occasion. Depending on your content marketing strategy or campaign, a separate photoshoot or video shoot may be required for the product or service. The shoot expenses and production will all fall under ad costs.

The golden rule by many marketers and business owners is to allocate around 20% to 30% of your total marketing budget for content creation and marketing. The advised content budget has grown as businesses see the value of producing high-quality content.

New to content strategies? Read this to get inspired: “4 Content Marketing Examples to Guide Your Strategy

What Impacts Content Marketing Costs?

Content creation and marketing shouldn’t cost any business a fortune. However, that’s not to say that it will be cheap. To help you prepare, take a moment to understand these factors that influence content marketing costs:

  • Volume of content
  • Content type & format
  • Visual elements
  • Content distribution channels
  • Business industry & target audience
  • Content localization
  • Location

Volume of Content

The content volume will depend on the brand's strategy. The more frequently you need to publish or distribute content, the higher the costs because that will require more work from the agency and its team.

Content Type & Format

The types of content you require will affect how much your ad costs go. For example, text-based content like blogs and articles will cost less than producing interactive videos and creating infographics from scratch. Since different types and formats differ in production costs, it’s essential to be mindful and balance the types and formats you produce.

Visual Elements

Incorporating bespoke graphics and multimedia visual elements in content can increase costs, especially if they’re intricate and complex. These elements often require additional tools, more time, specific skills, and even freelancers.

Content Distribution Channels

Content marketing is more than publishing posts on social media. It spans different channels, such as newsletters and websites. The choice in terms of type and volume of distribution channels contributes to cost, as the content should be optimized for those channels before posting them.  

Business Industry & Target Audience

These two are listed together because they go- hand-in-hand. The industry your business is in will determine its target audience, and different audiences will enjoy different content.

For example, if your business is in the real estate industry, the type of content you’ll produce won’t require extensive and expensive product photoshoots. You’ll most likely need graphics, photographs of the properties, and videos showcasing the properties; and those aren’t as costly as needing commercial models for shoots. 

Content Localization

Bigger companies with wider markets across different countries will need content localization, contributing to costs. Content localization involves translating the content, altering it to meet the country’s laws, and adapting it to the intended audience’s cultural nuances.

Location

Lastly, the service provider's location directly affects how much their services cost as it will match their cost of living. The most common way businesses save here is by outsourcing their needs to service providers in more cost-friendly regions like Southeast Asia and Eastern Europe. However, it still fundamentally depends on what you require from the service provider and if you prefer working with a team overseas.

2024 Content Marketing Pricing by Location

 Browse hourly rates for Content Marketing companies by popular locations.

CountryAverage Cost per Hour
United States of America$100 - $149
India<$25
United Kingdom$150 - $199
Canada$100 - $149
Australia$100 - $149
Phillippines<$25
Ukraine$25 - $49
Poland$50 - $99
Spain$25 - $49
Mexico$25 - $49

* Countries ranked by Clutch traffic

Companies in North America, Western Europe, and Canada tend to charge higher rates than content marketing agencies based in Eastern Europe and Asia.

There are pros and cons to outsourcing marketing support locally or internationally, but if your business is working with the right partner, there should be no issues. 

Consider the advantages and disadvantages of working with a service provider in a different location. Factor in communication methods, project scope, management approaches, and more when choosing the perfect content marketing partner. 

Find the Right Content Marketing Partner For Your Budget

Content marketing is a crucial investment that pays dividends in the long run. It’s not a one-off project where you can set it and leave it. Good content attracts customers and helps retain them.

The content companies share is a part of their brand identities. Cutting corners when it comes to content marketing costs could lead to ineffective content that produces lackluster results.

However, money isn’t everything regarding content creation because it’s a solution that’s friendly to everyone, including small businesses. 

Pouring more funds doesn’t guarantee better quality content or even results. What matters is finding the right content creation agency that understands your vision and has the skills and experience needed to bring your ideas into reality.

Find leading content marketing agencies on Clutch

Browse Content Marketing Agencies