With an estimated 50 billion-dollar revenue in 2019, the content marketing industry is lucrative. The reason behind this isn’t farfetched. Businesses are adopting content marketing more than ever. It’s no longer an addendum in marketing strategies, but part of the original plan.
All that money isn’t generated from watery content. To hit the mark, marketers have to be smart in creating content that stands the test of time. This is more pertinent given then high number of contents published every day.
But contents don’t create and distribute themselves. Like every digital marketing strategy, content marketing is executed on a budget. Big companies may not feel the brunt as much as smaller ones due to their high revenue. But saving money is a welcome development regardless of business size.
Here are 4 ways to minimize your content marketing budget and still get maximum value.
1. Make the cut
Content marketing isn’t just another fun sport. It’s meant to generate favorable results. If it isn’t ticking that off, it calls for a revamp. Investing in multiple campaigns that aren’t giving you positive results is a waste of scarce resources. You need to know what’s useful and what’s not.
Make a list of your content marketing strategies. Use tools like Google Analytics to measure their performances. What do the numbers say? Unproductive techniques aren’t adding any value to your business. You are better off without them as you can invest your money in other profitable areas.
2. Streamline your campaigns
They say “the more, the better.” But this doesn’t always hold water in content marketing. The implications of multitasking come to play. On the surface, it creates an illusion of increased productivity, but in the real sense, your productivity is reduced.
Juggling several campaigns might seem profitable, but when you check the numbers, you might realize that the results aren’t much.
You might be missing out on opportunities to make the most of a profitable content marketing campaign because you have too much on your hands. A chunk of your budget is gone by merely signing up for multiple campaigns, and there’s no guarantee of conversion.
Identify a few promising ones, and execute them to the latter. For instance, if you want to do a guest posting campaign, take the time to identify authority sites in your niche and gun for publishing rich contents on them. Not only do you get good exposure, you’ll also attract the right kind of clients.
3. Engage experts
In a bid to cut down content marketing expenses, marketers shortchange their business without realizing it. Rather than invest in seasoned digital marketers, they turn to the more affordable talents on freelance boards. This might seem like a great way to save money; they get a lot of contents at little cost. But unbeknownst to them, they end up spending so much money with nothing to show for it.
A $5-dollar content could be okay. But it might be nowhere to be found on the top 20 Search Engine Results Pages (SERPs). Investing in this kind of content, places your brand at a disadvantage.
Make every dollar of your content marketing budget count. Hiring a content marketing expert who will execute your content marketing needs from start to finish is more profitable than getting low-quality contents from multiple people.
4. Create reusable content
Effective content marketing isn’t a one-off. You need to have a reservoir of rich contents to constantly put out for brand visibility. Rather than create new peices every single time, you could make some changes to existing ones, and republish them elsewhere.
Make the most of every content created by recycling it into other formats. Having spent your time and resources to create an engaging article, you can achieve a lot more from it than posting it on your website. Re-create it into other formats such as videos, infographics, e-books and webinars. And with video marketing being the future of content marketing, that’s one area you should look into.
In the digital space, your content is your Unique Selling Proposition (USP). While you are busy living life, prospects are evaluating your brand based on the contents at their disposal online. Help them make a favorable decision by putting your best foot forward.
Featured Image Credit: Unsplash
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