Why Lease When You Can Buy? – A Case for Content Marketing
If you are looking at a car or at a house, their are pros and cons to buying versus leasing (or renting). To make a decision, first you have to understand the differences between buying an leasing:
“When you buy, you pay for the entire cost of the [asset] regardless of how [much you use it or what you get out of it.] When you lease, you pay for only a portion of [the real asset’s cost], which is the part that you ‘use up’ [while you are occupying it].”
Buying is Creating Your Own Content
Think about that for a second in relation to the creation of content. By creating your own content, publishing it, then distributing it through print and online mechanisms, you’ve bought yourself an asset. Once you buy it, you could do nothing with it, or distribute the heck out of it. Regardless, you still pay the same for that asset. Getting ROI out of it is ultimately up to you.
If executed correctly, you can leverage and re-leverage that asset to continually communicate with customers and prospects. The majority of top tier content does not depreciate either (what publishing folks call “evergreen” content), unlike a car. Great content works more like buying a house or property. If it’s good and can be found (location), it goes up in value.