Developing content is expensive!
I can’t afford to create enough quality content.
February 26, 2015
So what are resource strapped marketers to do? You know the ones, maybe you are one. A B2B marketer at a small or medium sized business who is responsible for EVERYTHING loosely related to marketing. Hey you don’t mind, but it can be a grind to get it all done without support or the drool-worthy large budgets of the big B2B companies.
How many case studies are you going to have to read about how B2B marketing professionals are excelling at content marketing? They should be, with budgets in the millions, huge marketing teams, and outside agencies to help.
You don’t have to have a library with hundreds of pieces of content. There are ways you can get more value out of your existing and new content, and drive more people to your website and social properties. You’ve heard it before, repurpose your content, develop micro-content, and curate. But when I speak with marketing professionals like you they get hung up on the how, what, when, and where.
These are definitely things you should think about and there are great tools out there to help you schedule posts to your social properties, find your industry influencers, and share their content. Companies like Hootsuite and Buffer are cheap and easy to use. And Influencer services that help you get more done in your day...like Little Bird or Traackr are awesome tools but expensive, and Buzzsumo is more reasonable with great functionality. And lastly, Uberflip is a great way to combine your content with curated influencer content so your resources page doesn’t look abandoned.
Okay, take a breath. You can do it. Take some time to evaluate your existing content. Find snippets of content like a picture, or quote, or fact, or chart – and break it out into its own and voila you have micro-content.
Here’s a diagram we use to show our customers how it all works together. The social media icons shown are just those we like for B2B, but you can swap them out for the properties that best fit your company and audience. The diagram shows you how you can convert your larger pieces of content into micro-content which you can share socially to help increase your audience and drive traffic to you website, how content can turn into blogs, and how even blogs can turn into micro-content. It also illustrates that you should re-share your existing content. Tweet about it multiple times on different days, at different times to increase the chances your audience will see it. And pick other social properties you can share it on – just don’t blanket post to all your social sites. Take the time to figure out which ones are best for each piece of content you have.
The diagram also shows where to look for good industry related content and influencer content you can share. And how/where to share it. The more you share, the more followers your gain, and maybe you’ll even start to develop relationships with those influencers (who in turn may start to share your unique content with their audience). Wouldn’t that be awesome! Don't forget to let everyone know who wrote the awesome content you're sharing.
And if you have any other questions about how to get more out of your limited resources and tight budget. Contact us, we’re happy to share some ideas.