It’s the accepted wisdom that creating amazing content is a great way to promote your brand, but this can be a daunting prospect, especially if you have a limited budget. Here are some quick tips to get the most from your investment.
Focus on quality, not quantity
This is commonly stressed in content marketing, but a small amount of quality content will trump a vast stream of mediocre content at every turn. For example, aiming for an overly high article frequency on your website news feed might lead to your writers struggling to write engaging articles. Focus on the quality first, and scale up only when your budget allows it.
Choose the best content type for your brand
Again, this comes down to not trying to do everything. The cost and returns will vary for each type of content, so see what your competition is doing and pick out two or three cost-efficient content types to start with. Blog posts, infographics, and slideshows are generally a low-cost option, while videos and animations will require more investment but may be more engaging in the right circumstances.
Encourage guest content
If your content becomes popular, you may be able to attract guest contributors to provide free content. Just because something is free, though, does not mean you should forget about quality.
Work hard but smart
If you need to create, plan and promote all your content, you will certainly need to make sure you are working as efficiently as possible.
There are various techniques for creating mass content, such as by organising repetitive tasks into batches, but you may well prefer to outsource the actual content generation to a content agency, especially if you lack confidence in your writing ability.
Being free from content generation, you will then have more time to coordinate and promote your content.
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