For too long there has been a perception that big marketing investments are only available to the biggest businesses with endless budgets. Content marketing breaks this trend and is in fact one of the most accessible forms of marketing out there, one that is being used more and more by start-ups and SMEs across the country.
We’re taking a look at three of the most affordable ways to get started in content marketing, proving that what you need to succeed in this game is great ideas and a clever strategy and not an endless pot of gold.
1. Careful Planning
If we could offer one top tip to keep costs down for content marketing it would be plan everything! Obviously you’re going to do this with all areas of your business and marketing when possible, but there is a tendency to view content marketing from the creative angle and refrain from over-planning matters.
Yes, successful content marketing has a very strong creative element to it, but if you allow it to happen as and when the mood takes you or your team, you will reduce your chances of success and increase your costs.
2. Regular Content
Part of keeping content marketing affordable is ensuring that what you do spend has as a strong return on investment (ROI). Without this, you risk spending more to try and reach goals you could have reached with a lower investment. So if you need to maximise your ROI, after planning, the next best thing you can do is to maintain a regular stream of content updates.
If you can only afford to deliver on one form of content marketing and you can only afford to update it twice a week, that’s fine, just make sure you keep doing it twice a week for at least three months instead of three times a week for the first month and then once a month from then on.
Analysis in this context simply means don’t spend money you don’t need to spend. Check what is and isn’t working for you on a regular basis and review your approach to refocus spending on revenue-generating verticals and stop wasting cash on other forms of content that just don’t work for your particular audience.
Content marketing doesn’t have to be expensive, but to do it successfully on a small budget requires everything to be thought through and accounted for.