One of the more common objections to embracing a content marketing strategy is cost. Whatever their opinion is on the approach, bosses need to look at the bottom line. If they see content marketing as expensive to deploy, and don’t have a good sense of the financial upsides it can bring, your efforts may be sunk before they start.
So if budgetary concerns are a likely objection within your organization, here are some ways to approach getting investment for content marketing:
When working within budgetary constraints, perceived lack of affordability can put the brakes on new marketing efforts. But from an expense standpoint, content marketing doesn’t need to carry an onerous price tag. Consider these points when pitching to the cost-conscious boss:
Even when budget isn’t a primary consideration, tapping in-house staff is a smart, cost-effective way to drive your content marketing.
- Client-facing employees like sales staff, account managers and customer service reps are an endless source of content ideas. From frequently asked questions to misconceptions around your product or service, they can share great insight into what your customers are searching for.
- Internal subject matter experts can provide useful, authoritative answers around their area of expertise. Who better to write about your products or services than the staff hired to deliver on them?
Tools & Resources
Consistent content production doesn’t necessarily require a large investment in software, tools and platforms. There are a large number of inexpensive – even free – resources available to help you get your content marketing plan off the ground, including:
- Content Management Systems
- Planning & Collaboration Tools
- Research Resources
- Optimization Tools
- Graphic & Video Production Software
- Analytics Platforms
For a comprehensive list of content marketing resources, see our Content Marketing Tools page.
Internal Bandwidth and Time
For some brands, the cost is not so much an issue of dollars and cents, but the availability of staff to take on a content marketing strategy. In the long term, an allocation of internal resources is a smart investment, but in looking to get a program off the ground it may make sense to use outside assets to support your plan.
These assets can help you focus on driving the top-level strategy of your content plan with a minimal drain on your existing resources. These resources include:
- Freelance writers
- Graphic designers
- Video production agencies
- Media production vendors
- Content marketing agencies
- Strategy consultants
For an expanded list of content production resources, see our Content Marketing Tools page.
When making the case for content marketing, it’s important consider not just expense, but how it can improve your company’s bottom line through cost-efficiency and savings. In looking at ways that content marketing can help reduce costs, consider these long-term benefits:
- Lower marketing costs
- Increased average service contract or purchase
- Reduced customer service resource needs
- Increased organic traffic
- Customer rention/loyalty
Get an in-depth look at calculating the ROI of content marketing.