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Budget

You also must determine how much all this is going to cost. I’ve never worked with an organization that didn’t care about the cost of a marketing project, but I have worked with many that did not have a budgeting process (the projected budget) for publishing or a tracking methodology (the actual cost) to measure these processes.

But, believe it or not, the steps we’ve discussed leading up to the publishing of content cost something, and I encourage you and your organization to attach values to the marketing and publishing cost centers. To do this, you must have some idea of how many times a year you will publish content, in what ways, and what the previous year’s cost was so you can budget for this year’s costs.


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