How much did you spend on content last year? How much should you spend on content this year?
You can’t know.
Outside of the most abstract of estimates, you can’t know the answers to both questions.
As I’ve shared, “content” is a big word. I describe it as the operating system of a business and the water you swim in. It’s everything that encompasses communication.
So when someone asks you, “How much did we spend on content,” they’re really asking, “How much money did we spend communicating?” You can argue the answer is “everything in the company’s total budget.”