Content Marketing Without Breaking the Bank

10 December 2015

Content Marketing Without Breaking the Bank

Content marketing, when done properly, can be an expensive affair. To some degree, this is understandable as content is time-consuming to create and quality and expertise come at a price.

However, that is not to say that creating decent content has to require expenses in the £millions. Here are our tips for content marketing on a budget:

Consider content format

While the precise costs vary from business to business, there are certain types of content that will be more affordable than others.

If you run a camera store, then making videos and taking photos is probably highly affordable (and relevant), whereas in an office building, text-based content may make the most sense. If you’ve just given a public speech at a conference, transferring your PowerPoint slides to SlideShare is an appropriate and economical option.

To calculate how much money content in different formats would cost, calculate outsourcing expenses or the hourly rates of the employed members of staff who would be creating the content.

Use careful planning

By planning your content strategy in advance, you can take advantage of opportunities to be resourceful. If you’re creating a video or a podcast, why not record four or five at once, and get them all edited at the same time?

Scheduling content in advance can also reduce the amount of time that is spent on content creation, because each post or article does not have to be thought up individually.

Make use of technology

Keyword planning tools, social media automation tools, SEO browser extensions and image-search functionality can all save time, and money, when applied during the content planning and creation process. Efficiency is key, and there are many free and low-cost tools available.

Focus on the ROI

Using Analytics, you can look at the success of the content you have already published. Are your readers more likely to share your longer posts or your shorter ones? Do they watch to the end of your videos? Do they lose interest in certain types of content and bounce back to the search engine?

When you understand your target audience’s behaviour, you can tailor your future content to suit what they are looking for.

Share something only you know

If you have analysed your audience or customer data, create some in-depth content based on an analysis of these statistics that nobody else has access to. If it is done well, this kind of content can attract a lot of attention from brands, influencers and individuals.

Consider accepting guest posts

But be prepared to reject the majority of the submissions, if necessary. Focus on quality and ignore content submitted by people whose main goal is to gain backlinks to their own websites.