With the right strategy, a marketer can easily enjoy the amazing benefits of content marketing. Some of these benefits are more traffic, a better reputation, and continuous growth in both traffic and reputation in the long run with only a little increase in the budget. With entrepreneurship, costing and keeping the marketing budget within the limit is really important.
Though content-marketing is very popular due to its cost-efficiency, it is not free nor cheap. Investing heavily in an internal employee or respectable external firms is necessary to produce excellent work and execute a high-quality strategy. And always keep in mind that in marketing, an effective brand design is necessary too so keep your audience hooked.
Fortunately, a marketer can still cut costs without having to sacrifice the campaign quality with the help of some money-saving tricks. Below are the strategies found to be incredibly useful by many marketers.
1. Reusing old content.
For some, this is not a good idea. But honestly, it will only be bad if the old content is reused in the wrong way. If for example, a marketer has a successful ‘evergreen topic’ blog post which he posted two years ago. Since the content of this blog stays fresh and can attract lots of traffic, it wouldn’t hurt if he will revisit and re-post such article.
Evidently, reposting the same article say every month will not give him new results. His possible option is waiting for a year or two before reposting, he could even get away with a full republication.
If in case he decides to repost a blog of his with an evergreen content but without waiting for it to turn one-year-old, he can do so by changing the headline, reorganizing the internal sections, or editing the body content to give the article a new “look.” He just needs to ensure that the URL where it was initially published is the same or else, he might lose the SEO equity that the article has already built up.
2. Re-envisioning content in new mediums
A marketer can convert his successful article to different mediums such as infographics or video highlights. He can also use certain snippets of his article and share it on social media as a tweet or a Facebook post. Reimagining new ways to republish an old but effective blog will definitely help in cutting content-marketing costs.
3. Don’t stop at content publication, move forward with content promotion.
Content marketing starts with idea brainstorming and content creation, editing, and publication. But successful marketers do not stop and think that their job is done after publishing their articles, they go beyond that and promote their content.
Eric Siu, an Entrepreneur contributor and Single Grain CEO, mentioned that a marketer should spend 20% of his time in creating content and 80% on promoting content. One can start by showcasing his work across his social media channels and move along by sending paid ads to it, conducting influencer marketing, submitting it to StumbleUpon or Reddit, and building internal links to it