Many companies view marketing as a cost that keeps growing year by year. Some brands are even adopting an in-house agency model in an attempt to manage marketing costs and quality over time. (Not a terrible idea — but that’s a topic for a different post.) Thanks to the ever-changing landscape we are asked to navigate in order to keep our audience, it’s true… content costs can add up.
And, it doesn’t have to be that way. Content is definitely capable of being an asset more than a liability.