Point being, if your goal with content is to answer the questions your potential buyers are searching for online, and you’re willfully choosing not to cover some topics because they make you uncomfortable as a marketer, you’re leaving money on the table.

I know you’re too smart for that, so let’s dig into each of the big five topics individually, so you can understand how to build out a large part of your editorial calendar.

#1: Pricing & Cost

Look, you shouldn’t talk about money over Thanksgiving dinner, but you have to talk about money in your content and on your website clearly and with specificity.

Again, going back to my Jeep Renegade buying experience, there is no chance in H-E-double-hockey-sticks I was going to set a single toe on the parking lot of that dealership without some idea in my head about how many dollars I was going to need to fork over.

I’m sure you can relate to that.

Think about the last time you tried to find the pricing for something — anything — online, and you couldn’t find any information on pricing whatsoever. Or, even worse, you encountered the ever-popular, “Contact us for a quote,” without even a ballpark figure of what you could expect.

Of course, there are very valid reasons why you may think you can’t write about pricing in your blogs.

Maybe there are a lot of variables that go into the pricing of what you sell. (Particularly if you’re in a service-based business or consulting field.) You might also be worried about tipping your hand to the competition about how much you charge for what you do.

Or, it might be as simple as you not wanting to scare potential customers away with a big ol’ price tag.

First, your would-be customers know your prices vary. It’s expected nowadays.

Second, we all basically have a good idea of what our competitors are charging, so who cares?

Finally, the more upfront you are about your pricing, the more likely you are to build trust with your audience. And trust is the currency the most successful inbound business deal in.

Pricing & Cost Blog Topics

  • “How Much Does X Cost?”
  • “How to Justify the Cost of X to Your Boss”
  • “How to Justify the Cost of X to Your Spouse”
  • “Is X Cost Effective?”
  • “What ROI Can You Expect from Your X Investment?”
  • “Why Does X Cost So Much?”
  • “What Factors Influence the Cost of X?”

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