TIME: The entire query is about maximizing efficiency, so time is of the utmost importance. Consider the time it takes to research, develop, train, and implement your new content. This is a key factor in the decision. Evaluate how long each of these steps would cost your company. If it would take longer to build when buying content would suffice, save yourself some time. There’s no sense in launching an entire campaign, taking long stretches of time, and setting far-away deadlines when a few clicks could create better engagement.
COST: Cost isn’t just about dollar signs in a spreadsheet. To create truly cost-effective and compelling content, you need to look at all of your available resources. This means both your budget and your people. Building content in this instance will require dedicated research, development, training, and implementation teams. If you have the budget to coordinate informative content based on real-world research, it’s almost always more valuable than bought content. However, sometimes, buying content has a steeper entry point than in-house generating, so it’s important to involve every aspect of your operation to grow your brand.
EXPERTISE: Frequently, your content needs to be hyper-specific to your brand, containing unique jargon or otherwise requiring a deep understanding of your subject. The general rule of thumb is that if you have to educate someone else on your topic too much, you’re breaking the previous rules of time and cost. In these instances, it’s better to build the content yourself. After all, you’re the expert. More straightforward and accessible verticals require less research, in which buying is always an option.
ROI: The root of everything, return on investment. What’s the point of creating or purchasing content if you’re not netting a positive return on investment? This subject is more of a summary of your entire outlook. Carefully consider each aspect from above. What do you need the content for? How will you utilize it? How long will it stay relevant? After considering the cost, content, and time, you need to determine what kind of outcome you expect with either buying or building your content. There’s no easy answer to this question. You can break it down a million ways and get different answers.