Maximising your content marketing budget will drive better return on investment and make your campaigns more streamlined and efficient. Here are five tips that could save you money.
Recycling content can turn older blogs and articles into something new, but what if you thought about repurposing before crafting new content?
You could start by publishing a 1,000-word piece on a trending topic with the aim of following up a week or a month later with an article about how it has evolved or changed during that time. Looking at the bigger picture in terms of formats, think infographics spun from fact-based blogs, and channels can make the initial spend on a single piece of content pay for itself over time.
Documented plans and roadmaps are great, and should be created without hesitation as they will help everyone, including IT and sales teams, to work in unison to achieve success, but you need to be agile and flexible within set boundaries to gain that extra edge.
Scalability should be baked into your content campaigns so that you can move freely to meet content goals and wider business objectives. For example, if content is not gaining traction, you may want to switch things up.
You can save yourself time from the outset by listening to your audiences to ensure that content addresses their specific pain points and actually helps them in some way.
Brands may wait until the analytics or reporting phase to see if content works. Instead, talk to your customers beforehand to see what sort of content they want and how you could answer pertinent personal and professional questions.
Taking a look at what competitors are doing can also prevent costs from being sunk inadvertently. If certain content is working for another brand, then consider offering a different spin on topics with more engaging formats. There is always something to learn from others.
Content performance measurement will help you to optimise campaigns and inform strategies so that you are always making the best use of time and resources.
A few general metrics to run the rule over include ‘traffic’ and the main sources (which can be unearthed via Google Analytics), ‘click-through-rates’ to track the correlation between impressions and actual action, and ‘time on page’.