{"id":5216,"date":"2023-07-27T01:41:55","date_gmt":"2023-07-27T05:41:55","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/07\/27\/what-to-prioritize-with-content-marketing-when-youre-on-a-budget\/"},"modified":"2023-07-27T01:41:55","modified_gmt":"2023-07-27T05:41:55","slug":"what-to-prioritize-with-content-marketing-when-youre-on-a-budget","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-to-prioritize-with-content-marketing-when-youre-on-a-budget\/5216\/","title":{"rendered":"What to Prioritize With Content Marketing When You\u2019re on a Budget"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a title=\"https:\/\/www.linkedin.com\/in\/kelseymeyer1\/\" href=\"https:\/\/www.linkedin.com\/in\/kelseymeyer1\/\">Kelsey Raymond<\/a>, the president of\u00a0<a title=\"http:\/\/www.interodigital.com\/\" href=\"http:\/\/www.interodigital.com\/\">Intero Digital<\/a>\u00a0Content &#038; PR Division, formerly\u00a0<a title=\"http:\/\/www.influenceandco.com\/\" href=\"http:\/\/www.influenceandco.com\/\">Influence &#038; Co.<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it\u2019s handled effectively, content marketing shouldn\u2019t just\u00a0<em>take<\/em>\u00a0money. It can\u00a0<em>make<\/em>\u00a0money for your organization, too. Yet businesses often worry that their small marketing budget simply can\u2019t absorb the typical content marketing cost, causing many to leave content marketing out of their recipe. What they don\u2019t realize is that the cost of content strategy can pale in comparison to the ROI that high-quality content is capable of bringing in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just how lucrative can content marketing be? Consider the findings from Content Marketing Institute\u2019s\u00a0<a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/10\/b2b-2023-research-final.pdf\">recent research<\/a>. A full 42% of respondents noted that they leveraged content to generate sales. And 54% said that content marketing helped them nurture subscribers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At our company, we\u2019ve certainly seen how content marketing can boost revenue.\u00a0<a href=\"https:\/\/blog.influenceandco.com\/how-influence-co.-saw-a-47-increase-in-marketing-generated-revenue-through-content-marketing\">Ramping up<\/a>\u00a0our content marketing efforts over the course of one year increased our form-fill call rates by 44% and our lead conversion rates by nearly 41%. Together, all the content strategy changes we made bumped up our marketing-generated revenue by 47%. In other words, content marketing paid for itself \u2014 and then some.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, this doesn\u2019t mean you should just start shifting\u00a0<em>all<\/em>\u00a0your advertising, branding, and sales dollars toward content marketing. You need a well-rounded plan that will help you keep your content marketing cost in check while still producing the marketing results you deserve. Some of the best practices that will help you include the following tips:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Avoid content oversaturation.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">One of the biggest mistakes companies with a small marketing budget can make is assuming that\u00a0<em>more content<\/em>\u00a0will mean\u00a0<em>more revenue<\/em>. But volume is not necessarily going to get you closer to your goalposts. Bombarding your audience with an avalanche of content isn\u2019t strategic. What\u00a0<em>is<\/em> strategic is focusing on quality.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think of this as a content-centric and user-centric approach. You want to push out content that\u2019s designed specifically to attract your most qualified leads. By focusing on deploying fewer, better content pieces, you\u2019ll stretch your budget. Narrowing in can help you more efficiently accomplish your objectives and avoid creating copy for the sake of creating copy.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Be selective about which content types you use.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Knowing that you only want to focus on the essentials, be certain to spread out your content across multiple types. For example, for lead generation, you\u2019ll need to create at least one landing page, one piece of gated content (whitepapers are excellent), one email drip campaign, six blog posts, and one guest-contributed article per quarter. If you\u2019re more interested in driving SEO, you\u2019ll want to conduct a keyword audit and then write one pillar post for each rankable keyword theme, as well as 12 blog posts and 3 guest-contribute articles per quarter.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You can be very calculated as you flesh out your content calendar. For instance, you might be able to get double duty or triple duty out of some of your blog posts if there\u2019s subject matter overlap. One blog post could be effective for SEO, sales enablement, and lead generation without requiring more than one call to action.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Keep tabs on your content metrics.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Content takes a while to mature but can keep delivering value for years. However, you don\u2019t want to wait years before you begin calculating the effectiveness of your content pieces. You should be collecting data and looking at reports regarding all your content at least once a month.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The KPIs you track should be relevant to the content type and your goals. For example, you might want to track email newsletter signups from a blog post. Or you could track how many sales calls you generate from an exclusive gated report. Numbers give you an objective way to inform your content marketing strategy moving forward after you complete your initial\u00a0<a href=\"https:\/\/offers.influenceandco.com\/take-the-content-marketing-assessment\">content marketing assessment<\/a>. That way, you can make sure you\u2019re taking a budget-friendly approach that doesn\u2019t overwhelm your limited funds.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Above all else, you shouldn\u2019t let content marketing cost get in the way of being able to lean on your content to drive revenue. By doubling down on the way you plan your content, you can gain traction even if you\u2019re faced with a small marketing budget. With the right combination of content deployment cadence, content type, and content intent, you\u2019ll make sure your content is a profit-producing asset.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Kelsey Raymond is the president of\u00a0<\/em><a href=\"http:\/\/www.interodigital.com\/\"><em>Intero Digital<\/em><\/a><em>&#8216;s Content &#038; PR Division, formerly\u00a0<\/em><a href=\"http:\/\/www.influenceandco.com\/\"><em>Influence &#038; Co.<\/em><\/a><em>\u00a0Intero Digital is a full-service digital marketing agency whose Content &#038; PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership \u2014 all powered by content marketing and PR.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it\u2019s handled effectively, content marketing shouldn\u2019t just\u00a0take\u00a0money. It can\u00a0make\u00a0money for your organization, too.<\/p>\n","protected":false},"author":7,"featured_media":5217,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-5216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What to Prioritize With Content Marketing When You\u2019re on a Budget | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-to-prioritize-with-content-marketing-when-youre-on-a-budget\/5216\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What to Prioritize With Content Marketing When You\u2019re on a Budget\" \/>\n<meta property=\"og:description\" content=\"When it\u2019s handled effectively, content marketing shouldn\u2019t just\u00a0take\u00a0money. 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