If you've been in charge of running a blog at an agency, you'll be familiar with this phrase.
"Blogging is just content work."
"You hardly spend any operating costs."
Actually, even when looking at the budget sheet, there are no separate cost items for blog operation.
However, this means that
it's not that there are no costs for blog operation,
but that the costs are not visible.
Blog operating costs do not come in the form of 'invoices'
Just like server costs
Just like outsourcing costs
There are no invoices that come in at the end of the month.
Instead, they are distributed in this form.
- Time spent on account management
- Messages back and forth for permission settings and modifications
- Double and triple checks to prevent mistakes
- Onboarding time to explain to new recruits
All of these
are hours that are already being paid for as salaries.
That's why they are more easily overlooked.
The problem is not the cost, but the 'accumulation'
10 minutes a day, 20 minutes.
One check, one message.
Individually,
you might think, "I can handle this much."
But as the number of blogs and people increases,
the calculations change.
- 5 blogs
- 3 team members
- Publishing 1-2 times a week
In this structure,
management overhead naturally repeats every week.
No one says, "This is a cost,"
but time keeps slipping away.
The most expensive cost is 'diversion of focus'
In blog operation,
there is a cost that is most underestimated.
It's focus.
- "Where should I post this article?"
- "Is this the right account?"
- "What if I post it in the wrong place?"
The moment these thoughts come in,
the work slows down and fatigue increases.
Eventually, the blog becomes
"something that needs to be done but is a hassle."
If this state continues,
the quality of content and publishing frequency will decrease.
Therefore, blog operation always becomes 'additional work'
Blogs are important.
Everyone knows that fact.
However, it always gets pushed down in priority.
The reason is simple.
- It's not structurally organized
- No one is dedicated to it
- Only the blame for mistakes exists
This is not an individual attitude problem.
It's a natural result of the lack of an operating system.
By this point, the question needs to change
The important question here is this.
"Is it a waste to spend money on blog operation?"
Or
"Are you not aware that you are already spending more money?"
If blog operation feels free,
there is a high possibility that the cost is already being paid in a different form.
The next step is not 'saving' but 'organizing'
The solution to this problem
is not to make people more cautious.
- Creating more rules
- Expanding documents
- Not even refreshing attention
What is needed
is a structure that fits the operating standards.
In the next article,
I will talk about the alternatives commonly chosen by agencies,
and why those methods eventually hit a limit.
Preview of the next part
〈Why the combination of WordPress multisite, Notion, and Excel eventually falls apart〉
Roles of these two parts
- They do not mention prices
- They do not introduce services
- A shift in perception to "you are already spending money"
- Removing psychological resistance to subscription fees