While content marketing can be a highly successful strategy for any business, it also tends to be time-consuming and labor-intensive. That’s because content marketers often have to contend with an array of challenges, not the least of which includes having limited time and resources to create the kinds of high-quality content that gets results. The good news is that there are a few easy ways you can cut your costs and improve efficiency to maximize the impact of your content marketing efforts.
Let’s look at some examples:
1. Getting more people on board.
If you’re flying solo or only have a small content team, you’re probably under pressure to produce a lot of original, high-quality content. Instead of hiring more writers — which may not be in the budget — why not engage with other members of your organization? By inviting internal staff to periodically help with content creation, you’re tapping into a valuable resource full of knowledge and expertise. After all, who knows your products, customers, and industry better than the people in your own business?
Reach out and ask subject experts what knowledge they want to share. They can either send you raw content to shape and edit, or you can send them guidelines and a template to follow. While what you get may not be perfect, it’s often a lot easier to fix up someone else’s work than to create something original from scratch.
2. Crowdsource content from your audience.
Since regularly coming up with creative content can be difficult, it’s worth exploring other options such as crowdsourcing. By tapping into your online community for content, you can boost your marketing efforts, while also getting some fresh perspective. You can crowdsource by soliciting comments or feedback to your existing content and using that as the raw material for something new. You can also ask your audience to submit photos of them using your product or service, which you can then turn into something else, such as posts to your Instagram feed. Or, you can conduct a survey and turn the resulting data into a report.
As with in-house content creation, there’s a certain amount of moderation, editing, and feedback required, but the rewards for engaging the right people to contribute to your content efforts make it very worthwhile.
3. Use templates.
It might sound simple, but creating templates for content creation can save a lot of time. Whether it’s for a checklist, a blog, or an eBook, making sure that everyone — writers, editors, and designers — all know exactly what’s required of them, so you can keep things efficient. Guidelines are especially useful for subject matter experts within the organization who aren’t writers. By giving them a framework for creating content, you can reduce the amount of time required for editing and post-production work, while also ensuring that the end product is more professional.
4. Employ the right technology.
Investing in the right technology is one of the best ways to increase efficiency in content marketing. There are tools to help every aspect of your operations and tech that can make life a lot easier and your content more effective.
Website analytics tools like Parse.ly can track the performance of specific writers and topics and help you capitalize on current trends. Social media management tools like Sprout Social and Spredfast enable multiple users to schedule, publish, and analyze social media posts across several platforms. When it comes to content creation, Acrolinx makes it possible for anyone to create great content, at scale, that’s consistent and on-target. Acrolinx reads your content, scores it, and guides you to make it better. Whether you’re an expert content marketer or you’re working with a subject expert, the goal of creating the best content possible is the same, so a bit of investment in tech can reap big rewards.
5. Repurpose old content.
Repurposing existing content and presenting it in a new way is an easy and cost-effective method for expanding your reach. This could be summarizing an eBook, creating graphics from reports, or taking elements from a webinar and turning them into a blog post or article. Once you have a library of content, you have a lot of material to work with. Some readers may have missed a blog you posted, others perhaps don’t like listening to webinars. By reusing original content and presenting it in a different way, you’re making each piece of content work harder for you and squeezing every drop of value from it.