Quality content is impactful, memorable, and relatable. It has a human touch and a command of language, buoyed by wit and intelligence. It can't be dry or predictable. But quality content is also a top business priority.

A recent article in McKinsey Quarterly observes that we're on the cusp of a new golden age for marketing in which companies and marketers need to boost their precision, broaden their scope, move more quickly, and tell better stories.

88% of businesses said that creating more high-quality content was their top marketing initiative for 2016. As this trend continues, businesses face big decisions about how to get the high-quality content they need to make an impact.

But just how costly is well-crafted content? Can anyone take advantage of the content marketing revolution, or just those with an in-house writing team and deep pockets?