4 things to consider before starting a Content Marketing campaign
Considering a content marketing campaign? Read this first:
If you’re considering starting a content marketing campaign, there are a range of questions you have to ask yourself. Setting up a blog is easy. Creating and curating content, sharing content across social media platforms, and boosting posts to reach a larger social audience are the time/money aspects of a campaign.
Content marketing budgets can vary dramatically from one organisation to another depending on your objectives, internal resourcing capabilities and the nature of the audience you’re targeting.
Unless you started a blog at the dawn of the internet, forget about developing a strong organic audience within a few months. With the rise of social media newsfeed content consumption, and the continued rise of pay to play, boosting posts with ad spend to direct content to a wider audience is now an integral part of any strategy. Because of this, it’s critical to include expected paid media spends in your budget for short and long-term returns.
Elizabeth Owens, BDM at KingContent recently shared a post about why Content Marketing campaigns often fall apart. Expectations and budget are two one of the reasons she outlined.
4 Things to consider when planning your content marketing strategy
1. How much do you need to outsource?
Do you have internal content producers, editors and designers?
Do they have time to be allocated to this program?
If you want more eyeballs, unfortunately you have to play to pay:
Technology platform fees eg Hootsuite
Resource time required eg platform management
Paid media fees eg Facebook advertisting spend.
Time is Money. Whether it’s yours or an external service provider’s time being used to enable a Content Marketing strategy, it is still money. Content marketing needs focus, strategy, time and a budget.
Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries.