9 Quick Tips for Content Marketing with Limited Resources
A survey of Marketing Maven readers this summer reported that the biggest content marketing challenge industrial marketers are facing is a lack of resources – time, budget, and people. And yet, content marketing is nothing short of a mandate, with prospects demanding a steady stream of relevant content to help them make a purchasing decision.
If limited resources are putting a squeeze on your content marketing efforts, check out these nine helpful tips.
1. Optimize Two of Three Resources
Operating under scarcity is the reality. No one has all the time, budget or staff they need. But you might be able to optimize two out of three resources in your content marketing efforts. Decide what to prioritize based on your most important goals. For instance:
- If you need content fast and at a cheap price, you’ll have to be ready to sacrifice some of the content quality that only staff hours can provide.
- If you need high-quality content fast, be prepared to spend more.
- If you need high quality content but have limited staff available, you’ll have to wait longer as other staff matters take precedence.
2. Be Smart about Outsourcing
Fifty-six percent of marketers don’t outsource any of their content production, but this can be a great way to save resources. Outsource your weak spots. If you don’t have the time, passion or expertise for writing, hire a freelance writer, and then allocate your time to providing direction and editing. Work with freelance designers if your own design team is backed up with other commitments. Outsource any content marketing services that you don’t use on a regular basis, but only when the need arises.
3. Repurpose Content Whenever Possible
Repurposing content from one format to another can help you gain significant efficiencies. It’s important when first developing a piece of content to consider all the ways in which you can repurpose it. Turning an article into a white paper or webinar is easier to do when you consider each format’s requirements at the beginning. Retrofitting is a more resource-intensive way to repurpose.
4. Use Free Social Media
LinkedIn, the most popular social media channel in the industrial sector, offers many opportunities to start and participate in discussions. Adding comments to relevant discussions started by others is a form of content marketing: you can educate and inform your audience under your brand name. Also, be sure to add content to your company’s profile page for greater exposure. Do the same on all your social media profiles.
5. Free Up Underperforming Resources
Take a close look at the performance of your marketing programs. Consider moving budget or people away from initiatives that are underperforming and into content marketing efforts.
6. Be Targeted When Paying for Content Promotion
Many industrial companies pay to have their content promoted, which can be a good strategy. Optimize your budget and efforts by working with media partners who can guarantee that your content will be seen by your target audience across a variety of channels.
7. Start an Internship Program
Colleges are teeming with talented, motivated, and intelligent young people who are digital-savvy. Take on an intern who can help with social media, design, writing and other production and distribution aspects of your content marketing strategy.
8. Use Marketing Automation
If at all possible, take advantage of the low-cost marketing automation solutions on the market today. They will help you keep much better track of content marketing campaigns, schedules, content distribution, and tracking. You will gain efficiencies and possibly save money.
9. Catch Up on Fundamentals
“Content Marketing for Industrial Marketers” provides solid advice on how you can get more from your content marketing efforts. It offers solutions to common content marketing challenges and recommendations on how you can benefit from content marketing. Download this complimentary report today.