No doubt the subject of content marketing is a hot topic. Every marketing expert in the land is weighing in on how to utilize content to the fullest for maximum results. We noticed that many of the articles are intended for big companies that have big budgets for this stuff. Since many of our clients haven’t quite reached that level we decided to see what suggestions we could find that fit a smaller budget.
Repurpose your content
The trend among marketers suggests that reusing content is something they would like to do but haven’t included that tactic in their plan. Last month we talked about spring cleaning your content to ensure that it’s current and relevant. Take that a step further by auditing your older blog posts to see what can be updated and reused. Perhaps you made a prediction about your industry that could be revisited. Or you could add quarterly updates about your industry or business to your content marketing plan. Even internal topics like employee recognition and volunteerism can be repurposed.
Tap in to your team
One way to boost your content creation is to leverage your employees’ expertise and experience. Offer an incentive to anyone who is interested in writing an article. They could write about their role in your company or their perspective on customer service, product quality, sales success or any relevant topic. If they prefer not to write the article themselves arrange for a brief interview to capture their thoughts and perspective. It’s a great way to gain insight into your business as well.
Designate a resource
A trend that is quickly becoming more common for bigger companies is to designate an executive to be directly responsible for overall content marketing strategy. A specific resource who drives the creation of a strategy and manages your content marketing plan is a great idea…if you can afford it. Many of our clients split this role between someone in-house and our team. Together we establish a content marketing plan and the team here at Evolve handles the execution and ongoing management of that plan. It works well for our clients who want a big company presence on a small company budget.
Taming the content marketing beast may seem daunting if you are a smaller company with limited resources. But content marketing is becoming a ‘must have’ for businesses of every size. Finding the best solution that works with your budget is our specialty. Give us a call when you’re ready for some help.