{"id":12692,"date":"2020-06-03T14:46:30","date_gmt":"2020-06-03T14:46:30","guid":{"rendered":"https:\/\/www.improvemysearchranking.com\/?p=12692"},"modified":"2024-10-31T16:01:28","modified_gmt":"2024-10-31T16:01:28","slug":"minimise-spend-content-marketing-still-produce-great-results","status":"publish","type":"post","link":"https:\/\/www.improvemysearchranking.com\/minimise-spend-content-marketing-still-produce-great-results\/","title":{"rendered":"How to Minimise Content Marketing Spend (and Still Get Great Results!)"},"content":{"rendered":"

The term \u2018content marketing\u2019 has garnered a lot of interest in the past few years. Today, every online business is involved with content marketing in some form or shape. In fact, online content has become the centerpiece for all online marketing campaigns: email campaigns, PPC ads, lead generation, influencer marketing, search engine optimisation, etc.<\/span><\/p>\n

However, with the growing need for investing more in content marketing, there came another problem: overspending and not getting enough ROI.<\/span><\/p>\n

While online content can be a valuable asset for any business, it is important to often limit your spending and produce content that generates a good ROI. Otherwise, it is easy to get lost in content marketing and spend way too much.<\/span><\/p>\n

Content Marketing, MQLs, and ROI<\/b><\/h2>\n

According to a <\/span>2019 survey by SEMRush<\/span><\/a>, more than 50 percent of businesses are struggling with this challenge. As per the results of the survey, their number one goal is to produce content that generates quality leads.<\/span><\/p>\n

What does it mean?<\/span><\/p>\n

It means that businesses are spending a lot of money on content marketing, but they are primarily investing in increasing brand awareness, creating informational content, and educating its readers \u2014 even if all that may not directly translate into revenue.<\/span><\/p>\n

And now, their goal is to justify the spend in content marketing by generating more MQLs and a higher ROI.<\/span><\/p>\n

Higher competition and lower attention span<\/b><\/h2>\n

This problem has become more prevalent in recent times. A few years ago, almost any blog post a business published could get a decent amount of attention on the web. Now, times have changed.<\/span><\/p>\n

There is a lot more content available on the web \u2014 way more than an average reader could ever consume. Most of the posts businesses publish get lost in the competition. Furthermore, the attention span of the average online user has dwindled.<\/span><\/p>\n

In short, it requires more effort than before to grab the reader\u2019s attention and make the most of the content you produce. By 2015, the average number of social shares had dropped to just <\/span>8 shares per published article<\/span><\/a>. That trend has not improved since then.<\/span><\/p>\n

How to minimise content marketing spend<\/b><\/h2>\n

Many businesses try to solve this problem by investing more in content marketing and publishing more articles. This increases their spending, making it even harder to justify the budget.<\/span><\/p>\n

Throwing stuff at the wall and seeing what sticks isn\u2019t a viable strategy anymore. You\u2019d have to be more tactical.<\/span><\/p>\n

Here are a few tips on how to minimis<\/span>e spend on content marketing and still produce excellent results:<\/span><\/p>\n

1. Shortlisting topics on the basis of the sales funnel<\/b><\/h3>\n

One of the biggest reasons why some companies fail to produce MQLs (marketing-qualified leads) from their content is because they create a lot of TOF content.<\/span><\/p>\n

A sales funnel can generally be divided into three stages:<\/span><\/p>\n