Content Marketing on the cheap

Marketing Land has some great ideas on how to get your content out there with minimal time and effort:

Firstly, chose a medium:

Infographics: Do you have a graphic design team in house, or do you need to outsource this portion of your project? If you need to outsource, talk to designers or agencies to see how much an infographic will cost you. Is it an hourly or flat rate? This can affect the scope of your project, considering your $1000-per-month budget.


Written Content: Written content can get pricey– fast, especially for more technical and research-intensive work. If you’re looking to produce a whitepaper for your content marketing, you may not be able to afford to outsource the lot of it, or you may need to spend a couple months’ worth of your budget to get this accomplished. Since the bulk of content is typically of the written variety, you will need to put some careful thought into allocating your funds and time.

Video: Though video seems expensive, it doesn’t have to be. Believe it or not, video shot on a cell phone or digital camera can work just as well as “television ready” video content. If you want a high-quality produced video, your $1000/mo. budget probably won’t cut it. But, if you can shoot the video yourself and edit it in-house, or even hire a freelance video editor, your outsourcing budget could go a long way.


Photos: Photos, like video, can be expensive — but they don’t have to be. Even cell phone-quality photos can make great content — especially with all the filters and photo editing apps available.

Then divide your time:

Two hours per week: Drafting one blog post per week which you will hand off to your editor (above) to finalize. You will then publish on your blog. I recommend picking a specific day of the week for publishing and sticking to it.


Five hours per month: Managing your outsourced projects listed above (the monthly articles for third party sites and the quarterly infographic or free guide).


One hour per week: Draft and schedule social media messages to promote your new blog posts and other content. Write messaging specific to each social media network. Be sure to research and include relevant hashtags in tweets, pay attention to character limits and get a custom shortened link. Schedule messages for the week or longer.


15 minutes per day: Respond to tweets, posts, comments, etc. Interact with others about your content. Be social and converse with your audience. This may be difficult, as it is easy to lose track of time on social media. But in this example, we only have 24 hours per month to work with, so discipline is a must.


One hour per month: Track and report your findings. Reporting content marketing efforts on a monthly basis makes benchmarking easier, and also allows you to tweak your strategy going forward.

The most important issue to consider: measure, measure, measure. Read the full article here.


The growth of visual marketing

Content marketing is rapidly growing overseas as brands realise that being a publisher online is a great way to get their products noticed and growing. As someone in the content marketing business I’m very focussed on words but further to that with the growth of Instagram and 500px it’s inevitable that imagery will eventually tell a thousand words. Here’s an infographic on the growth of visual content marketing:


Content Marketing in 2013

Loyal readers may be aware of my fascination with content marketing and how I think it’s going to be the next social media. That said it’s almost the end of the year and time for us to to start looking at 2013 for ideas. The Content Marketing Institute has put together a brilliant slideshare presentation on the topic:

Take a look and start planning your budgets. Once done, contact Distil for your implementation.