How To Get The Most Out Of Your Content Marketing Budget

Aaron Agius is the Co-Founder and Managing Director of the award-winning global marketing agency Louder.Online.

Content marketing is essential in today’s business landscape. That helps explain why, according to a HubSpot study, 82% of marketers said they are actively using content marketing, and 28% of respondents said they planned to start investing in content marketing this year.

But whether your content marketing budget goes up or stays the same, you need a way to maximize it. Otherwise, you risk missing opportunities for growth and conversions while decreasing your bottom line.

So, in this article, I’ll discuss some key strategies to get the most out of your content marketing budget — no matter how much or little it is.

Ensure each piece of content has a goal.

It can be overwhelming when looking at the vast number of options for content creation — podcasts, e-books, blog posts and Facebook Stories are just some examples. However, you can refine your decision-making by keeping your end goal in mind. Every piece of content should directly contribute to a clear, specific business goal.

“More likes” is not a complete goal. Think of what your overall business KPIs are and then work backward to create content that fulfills that. For example, if your goal is to sell tickets to your leadership seminar, you may want to create an e-book on leadership tactics for your audience to download for free. Throughout the e-book, you could promote your seminar and provide the link for your audience to buy tickets.

Know your market.

Content marketing involves attracting the right audience for your product and then converting them into loyal buyers. However, you can’t know what kind of content to create unless you know who your audience is in the first place. That’s not to say you have to survey every single customer you have. But at a minimum, it’s important to get your content marketing team together and create buyer personas. Know what makes your audience tick. What desires, fears and real-life experiences do they have? All of this will help you speak directly to your personas in each piece of content.

Create a strategy.

A lot of marketers confuse a content marketing strategy with the tactics used to achieve it.

Here’s an example of a tactic: Create one pillar blog post per week and promote it on social channels.

While tactics are necessary to have, you first need a higher-level strategy. A content marketing strategy should address:

• The What: What are you going to create?

• The Why: Why are you creating this content? What is the target ROI?

• The When: By what date do you want to achieve these results?

Your strategy could last you three months, six months or even a year. But it never stands still for long. Your content marketing team should constantly revisit and revise your strategy. Whether you adapt your content calendar, your messaging or something else, you must keep up with your market and the economy at large.

Keep the buyer journey top of mind.

To make sure you’re getting the most out of your marketing budget, it must speak to your prospects’ needs at every turn. You need content for attracting initial prospects, converting highly intrigued prospects and turning customers into repeat buyers.

Map out your buyer journey from “least aware” to “most aware.” Then, ensure you create content to match every stage. For instance, your content team may need to create an educational video demonstrating the features of your SaaS product for those prospects who are starting to compare your product to the competition.

Make in-depth content.

All other things being equal, longer content performs better than shorter content. There may be some exceptions where a two-sentence response is enough to answer a user’s question. But for the vast majority of content marketing, it pays to add value with long-form, in-depth content.

In terms of maximizing your content marketing budget, there’s also an economy of scale to consider: It takes a similar amount of time to research a 1,500-word blog post as a 500-word blog post. This means your team can accomplish more in the same time period, ultimately filtering those time savings to your bottom line.

Track your content performance with analytics.

Content marketing is not a guessing game. And if you approach it like one, you’ll end up wasting a significant portion of your budget on strategies that don’t drive results.

Even when you create a great strategy as I outlined in the steps above, things are going to change. Knowing when and how to adapt your content marketing approach is only possible when you have cold, hard data to inform you.

So, before launching any content, get your analytics software in place: Google Analytics, Hotjar or whatever suits your needs. Then, review your data at least monthly to strike poor-performing campaigns and double down on your best performers.

Update your content.

Google loves fresh content. That means in order to continue benefiting from a piece of content’s SEO, you need to keep it updated.

Let’s say four years ago your team created a blog post that’s a list of the Top 10 email marketing platforms. Well, it’s time to update that blog post and add more to the list. The combination of an established blog post with fresh content will strengthen the post’s SEO going forward.

Repurpose content.

One of the most underutilized content marketing strategies is repurposing. It’s also one of the most effective ways to get more money out of your content marketing budget. The concept is simple — you create a piece of content once and then simply make some tweaks to use it in different formats.

Take your pillar SEO blog post, add some design formatting, and you’ve got an e-book. Then take the same blog post and record it out loud as a podcast episode.

The options for repurposing content are endless. That’s why repurposing is one of the best tactics for stretching your content marketing spending as far as possible.

Wrapping Up

Creating content marketing that works isn’t easy. But when you follow the right road map, you can increase your traffic and conversions without wasting a dollar of your budget.


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https://www.forbes.com/sites/forbesagencycouncil/2021/11/23/how-to-get-the-most-out-of-your-content-marketing-budget/

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