Tag Archives: Handling your Content Marketing Budget

Make the Most of Your (Small) Content Marketing Budget

 

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Most business owners understand the potential of content marketing—at least in hypothetical terms. Sure, you could make a big impact on your audience, if you had the time and resources to develop new blog posts every day, produce blockbuster-quality videos, and engage your users on social media 24/7. The problem is, very few businesses can actually do that—and smaller companies are especially limited in their content marketing resource allocation.

That doesn’t mean you can’t employ content marketing effectively, though. You don’t have to choose between breaking the bank and neglecting content marketing altogether. You can make prudent, judicious decisions to develop and deploy content in a cost-effective manner.

Here’s how.

Start with Your Costs

A good place to begin is by evaluating how much money it actually costs you to produce a piece of content—a blog, a video, a white paper, or what have you. Either get a quote from your freelance writer, or calculate about how much time it will take you to develop the content yourself. Assign a rough cost estimate to each type of content you might produce.

Then get a baseline of which content is most effective. There are plenty of metrics you can use. Look at social sharing, website traffic analytics, the Facebook posts that tend to get likes and comments—any statistics you can look at to determine which types of content are effective for your brand and which are not.

Comparing costs to total efficacy can help you winnow the content types you might employ—and show you some direction you’re better off just forgetting. If it costs you a ton of money to make a video and nobody ever shares or responds to your videos, for instance, then that’s obviously a non-starter, at least for now.

Focus on Quality

A common misconception is that you have to produce a ton of new content every week or even every day for content marketing to be effective. While consistency is key, quality is ultimately more important than quantity. It is both more affordable and more effective to draft one really killer, engaging blog post each week than it is to bang out five or six suboptimal ones.

Schedule some time on your calendar to really focus on coming up with killer content—maybe two hours every Thursday morning, for instance. If you end up writing three killer posts in that timeframe, great! But if you only come up with one really good one, that’s fine too.

Curate and Recycle

Remember that not every piece of content you deploy has to be original work. Content curation is a hallmark of effective content marketing. Sharing relevant articles from other sources can help build your authority and enhance your thought leadership—just so long as you sprinkle in some original posts, too.

You can also save money by recycling and repurposing content. A great blog post can be broken down into a series of tweets or even used as a video script. If you have some really engaging content, don’t squander it. Use it more than once!

Think always in terms of your goals, your costs, and your content quality. Those are the key concerns for any small business looking to leverage content marketing effectively—without going over-budget in the process.

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Filed under Blog Writing, Content Marketing, Content Writing, Social Media

Are You Breaking Your Content Marketing Budget?

Cracking piggybankAs with all the other facets of running your business, content marketing is really all about ROI. Ultimately, it’s successful when it brings in more money than it takes away; in other words, the sales or buzz you generate from content marketing needs to be worth more than whatever you’re paying to have that content marketing done.

There are a couple of ways in which content marketing can be ineffective, then, and the most obvious is that you simply don’t bring in the leads and conversions you need to make it worthwhile. More insidious is the possibility that you may be getting good results, but spending too much time and money to do it—ultimately blowing up your margins.

Now, make no mistake about it: Content marketing is an investment. It’s not going to generate results overnight, and it’s not going to be effective unless you devote some real resources to it. At the same time, prudence is important—and while we don’t recommend cutting corners, we do recommend being strategic.

There are a few particular ways in which you may actually be overextending your content marketing efforts— making imprudent use of your time and resources. A few things to watch out for include:

  • Being on more platforms than you truly need. Grammar Chic, Inc. has previously blogged about the pros and cons of being on Instagram—one of a few examples of social platforms that not every company needs. Yes, you want to have a presence on Twitter, Google+, and Facebook, almost without exception. Something like Pinterest or Vine, on the other hand, may or may not benefit your brand, just depending on what you do. No need to spend money just to “be there,” when your clients and potential clients aren’t there themselves.
  • Not being organized. What’s your content marketing chain of command? If you don’t have clearly defined responsibilities, then you may let certain things fall through the cracks—but you may also end up duplicating work or being inefficient with your internal processes.
  • Sending out too many press releases. Grammar Chic sends out a press release every week, because we genuinely have that much newsworthy stuff happening; your company may only have news to report every month or every quarter. Spending money on a weekly press release, just for the sake of doing it, will get awfully expensive awfully fast, and it may or may not yield a positive effect.
  • Not monitoring your results. Last but not least: If you’re not tracking your results and evaluating the analytics, then you frankly have no idea whether your content marketing is truly effective or not—and for all you know, you could be wasting a ton of time and money with ineffective strategies.

Content marketing is an important investment—and while you can’t be stingy with it, you also shouldn’t be careless. To learn more, contact the Grammar Chic, Inc. team today: Visit http://www.grammarchic.net, or call 803-831-7444.

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