How to develop a Content Marketing Strategy on a Shoestring Budget

17Nov, 2017

Content is the king.

The phrase has time and again proven its rationality, bringing forward the fact that it indeed is the building block for a brand. If you’re an entrepreneur striving to bring up your business, you know why — it is the fuel that powers your lead generation and revenue journey.

But formulating a content marketing strategy that’s up and running is tough. One of the biggest reasons why many organizations have to put content on the back burner is the lack of budget that leads to the shortage of resources and time.

But the good news for marketers is that content marketing one of the most effective types of marketing to lead on a low-cost budget. A streamlined marketing plan along with the art to leverage your already-there resources can help you reach your content goals even with limited finances.

Here are a few tips on how to plan and develop a streamlined content marketing strategy on a shoestring budget.

1. Identify the best type of content for your brand

Content doesn’t always mean writing. There are so many different types of content that include but are not limited to blogs, articles, product reviews, videos, infographics, books, podcasts, white papers, posters, newsletters, images and much more. Every content type is appropriate for different type of audiences, and have its own set of needs and budget.

The first thing to while drawing a content strategy for your business is to evaluate the cost, time and money for each content type.

Secondly, once you are done with a thorough evaluation of your budget and resources, determine the type of content the audience in your niche is demanding.

Thirdly, keep a close watch on how your competitors are approaching all these types of content and how they are leveraging that.

Based on the conclusion you have drawn from the above steps, shortlist two to three content types that fit your budget and your audience type and start working on them.

But there is one important thing to keep in mind: Constant tracking of the outcomes of the content types you chose. It is necessary to keep a close watch on which type of content is coming up as the most favorable one among your target audience.

2. Blog your way to Success

While you have identified the best content types for your brand, we are sure blogging is one them. A strong blog is the bedrock of any content marketing plan. Blogging is one of the few marketing ways that offers you a free platform to share your content as regularly as you want at a cost that’s next to nothing – post blogs daily and get 5X more traffic at almost no cost!

You can set up and design a basic blog in a matter of seconds. You can start writing on your own or hire a freelancer or set up your own in house content writing team (Fun fact: Most small business content marketing teams are one man army while 68% of have three people or less). You can even invite people to guest blog for you which are absolutely free of cost. All this will cost you only a few bucks but a well informative and engaging blog can bring you 13 times more positive return on investment (ROI).

Plus, don’t forget to link your blog site to your company’s main domain website. Prioritizing a blog as a key part of your website will increase your chance by 434% of getting a high rank on various search engines.

3. Repurpose your already there content

If you already have an active blog, use it to distribute your content on various mediums.

You can always share your best performing blog posts across your business’ social media channels to prompt the readers to spread the link juice.

There are even more cost effective ways in which you can repurpose your existing content. For example, you can consider converting one of your blog posts into an infographic or a podcast, and can even repurpose you in house designed images into videos or slideshows.

None of these are costly alternatives to blog writing. You can easily make a YouTube video with an online video maker that might be discussing just the key pointers from your pre written blog.

4. Make way for influencers

Influencer marketing is more than just a buzzword. 70% of internet consumers want to learn about brands and their products through content rather than traditional marketing methods. Moreover, as per Association of National Advertisers, the fastest-growing brand activation channel for the next three years is influencer marketing.

If you are worried that influencers only include celebs and sport stars (cue in the big bucks), then you are wrong. Influencer marketing is an online way of word-of-mouth marketing. From your favorite soap actress to your company’s employees, anybody can a brand influencer given they can maximize your brand reach and can relate to your products. Further, if done the right way, influencer marketing can generate you an average of $6.50 for every $1 you invest in it.

Influencers write product reviews based on their personal experiences and perspectives. They weave stories about your business and products with such life and passion that it attracts their followers towards your brand. Their product previews aren’t flashy like traditional online advertisements or as high-end as television or radio advertisements.

Instead, influencers provide a sense of authenticity and relevance to your brand without sounding phony.

5. Always think audience first

Content marketing might seem easy but the hardest part comes when you lose focus of your goals.
What marketers need to realize is that content is not all about tracking the ROI and the shares it might get you on social media. The end goal of any and all types of contents is to build an audience for you brand.

A building audience through content marketing can lead to business generation for your business. Because your content is consistently keeping your audience engaged and informed, someone from the members of that audience might need your service, building your organic client pool.

Also, it is important to retain your already engaged customers. It costs 7 times more to sell a product to a new customer than to an existing one. So, build a content strategy that not only focuses on acquisition but also on retention.

Summing up

So, we have listed down the five unique and interesting ways you can start working out a content marketing plan even on a limited budget.

There are other methods as well but out of nutshell, all methods point to one thing: Content marketing pays for itself. Even though you may have to start on a budget of a shoestring, if done the right way, your content will generate traffic and revenue that can prove to be a game changer for your business.

Want to chalk out a content marketing strategy that even works on a limited budget? Contact SEOonDemand and leave it on us to get your content marketing machine running.

Have any other suggestion for a content plan that works on a low budget? Share it with us in the comment section below.

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