Marketers, SaaS founders, and startup CEOs were pulling money from events and ads while doubling down content marketing.
- You can lock-in your annual content plan by spending your marketing budget now on content marketing.
- Start the year with content that is relevant to buyers, qualified leads, and sales straight away
- Next year, you can use the remainder of your budget to test new channels of promotion campaigns that are focused on your company's priorities
Use your Marketing Budget for Content Marketing instead of wasting it!
In 2007, when I joined SAP, I was asked to identify the marketing programs that actually generated leads, sales, and ROI. I spoke with all my colleagues, I dug into our CRM and poured over the reports.
What I was shocked to discover was that 62% of our marketing budget went on activities that generated zero leads for sales. There was not one lead. Nearly two-thirds (or more) of our regional marketing budget was supposed to be devoted to, you guessed, driving sales leads.
These campaigns were usually directed by the VP of Sales in those segments. Let's see a complete page in an industry trade magazine. A brochure is needed. What about boondoggle events?
What programs really drove sales results? Content marketing. Our sales team wanted 100% pipeline, so one-third of our budget was used.
They were all content marketing programs.
These programs were successful for three main reasons:
- They planned strategically customer-focused content for delivery throughout the year.
- They gave time to optimize the program so that the right leads were delivered at the right times.
- They had their plans created and spent their budget before was born.
Sales people can be funny, you see. I know. My first five years were spent in sales. We need a lot of leads to nurture into sales opportunities in the first year. This will help us reach our sales targets.
We want only qualified leads at the end of the year so that we can spend the remaining time closing deals.
Content marketing should be planned now before the year ends. This will allow you to get started with content marketing before the year begins. This allows you deliver value to your company from the beginning and allows you to adjust and optimize as you go.
What if we don't know our campaign priorities yet?
Thank you so much for asking. Campaigns are the problem. They define what is important. SEO-based content marketing uses objective research to determine what is important. We use keywords, customer concerns, and questions to find out.
Trending data is used to determine which topics are most important for your industry. To determine what topics you should be discussing, we identify the gaps between you and your competitors.
You can incorporate certain campaigns into your content plan. It's possible. You have at least a strategy for building an audience for big ideas that will surely change the world. Definitely!
How to make the most of your marketing budget that isn't spent
Where and how should you spend the dollars left over from your marketing budget? This post will share the 7-step process that we use to help our clients spend their marketing budget on content marketing next year. We also provide an overview of the costs that you can expect to pay.
1. Align to Your Business Strategy
The business case for content marketing is the first step. What does it mean for your business goals and overall marketing goals? How will you measure the results in terms that your executive team can understand?
2. Create The Content Marketing Measurement Framework
To cover all stages of the buyer's journey, I like to use the framework of reach and Engage.
- Reach: bring new customers or prospects to your company. This stage is often referred to as awareness by some marketers. This is a difficult thing to measure, and a great way to spend your budget. You can count the number of people who visit your website or landing pages by using reach.
- Build a relationship with them. How often do they visit you? How many times do they stay? How far can they go?
- Convert This stuff counts. Did they complete a form, sign up for an offer and then buy the product? Because we use valuable content to attract them, rather than tricks or persuasion, our content marketing leads are 62% less expensive than other types.
- Keep: Customers who are generated by content marketing are "better" as they spend more and stay longer. Our research has shown that 4x the revenue lifetime value (LTV), is generated by content marketing.
Once you have established the framework, it is time to define the actual measures of success. You can now define the data points that will tell you if you have succeeded in reaching, engagement, conversion and retention.
3. Do keyword research and topic modeling
All content planning begins with keyword research. Although aligning with your business strategy is important we believe that user-based research is better at driving marketing plans. This is in contrast to internal opinions about the most important campaign messages. These are the steps we follow:
- You should identify the most important topics or categories of content that you wish to create
- Analyze your SEO positions and rankings against these "short-tail keywords." Examples of MIG keywords include marketing, content marketing, and so on.
- Take a look at search intent, such as commercial intent (see further)
- High CPC keywords can be used to identify competitive gaps and opportunities
Bonus Watch my webinar to learn how CPC is used to identify high-purchase intent keywords and competitive gap keywords.
4. Brainstorm 100 Ideas for Articles
This may sound daunting, but it is actually quite simple. Here are some tips:
- AnswerThePublic – Type any keyword into Answer the Public to get this content plan. It is based on the most common questions people use their search engines to find information about that topic. Because real people are asking these same questions, Answer The Public gave me permission to write Why Content Marketing is Important and Why Content Marketing Takes So Long To Work.
- Buzzsumo – Type any search term in Buzzsumo (License Required) to get hundreds of ideas based upon the most shared content ideas. Buzzsumo asked me to write about content marketing trends and AI-generated content. It also gave me tips for startups on content marketing.
With Semrush, search intent is used. Answer The Public uses search query data. Buzzsumo uses social sharing data.
5. You can plan your entire year's worth of content
You now have a good idea of what your business strategy is for next year. This will also help you to plan your marketing strategy. You know which keywords your audience uses and what content they share. Also, you know where you stand in relation to the competition. This will help you decide what to do.
Let's take some of our unused marketing budget and use it at the end to pay next year's content. This is how we plan it:
Ask your team to rank their article ideas from 1 to 4. They can then rank which articles they like (ranked as 1) and which ones they don't like (ranked 4). These rankings should be averaged and weighted across the team. You should publish 100 articles per week if you have many ideas.
Balance the content themes. This is an example taken from the MIG blog last summer.
6. Make sure to optimize or update old content
Enter last year in the search box on your website. You're likely to find articles on trends from last year that you want to update. Maybe you have articles that were published 5 years ago and still receive decent traffic. Google could penalize your website if you remove those pages. Instead, you can use some of your marketing budget to update the pages.
You can start by looking for articles with years on them. You should search for articles with high traffic, but older than two years. You should look for articles older than three years that still rank well or get lots of conversions.
Now, make a plan to update them using the marketing budget left over from last year! It is a great way to generate leads and income without spending money on new articles or conte t ideas.
The best way to increase the value of your marketing budget is through employee-generated content. Why? Because content created by your employees is more trustworthy than ads. This is a great way for your employees to build their personal brand. You never know, some employees might even be interested in writing for you.
This employee activation is getting your employees to share and write your content. They did it not because you forced them to (never force this), but because they wanted to. Engaged employees can generate twice the click through rates as brand-shared content by sharing and creating content.
Source: Edelman LinkedIn Study on Thought Leadership
What is the cost of content marketing?
Content marketing costs range from $1000 to $10,000 per month depending upon the content type and how many content pieces you need each month.
Our content packages are very simple. We help clients generate traffic and leads by providing an annual content plan as well as 1-2 blog posts per week. It's easy and focused: 50-100 key words, 50-100 headlines for creative articles, 1-2 blog posts per week, monthly tracking by Semrush to show that it works!
For 2 weekly articles, we charge $4500 per month. This is only $54,000 for all blog content next year. This is less than the cost for one event sponsorship, or a month's PPC advertising. If you are interested, see a ROI-focused case study to learn more about the results we have using this service and our incredible G2 Reviews. )
As Alex from Jotform explains, setting up a marketing budget can be like baking a cake. The key is to find the right recipe and then heat the oven.
We shared the recipe below to help you make the best of your marketing budget.
It makes sense to spend your unutilized budget on next year's content marketing
You can see that spending any marketing budget remaining on content marketing next year is a smart idea.
MIG gives you a year's worth content. You also get a keyword strategy that is tailored to your buyer's needs. You receive 100 ideas for article topics, weekly content that will keep your lead machine running smoothly, and monthly reports that you can share with your boss.
This will give you the results that you want next year. It will be paid for already! This is why it's the best time to use your marketing budget for next year's content market. You'll be a hero next year.
Are you interested in using some of your marketing budget for content marketing? Our 35+ writers are available to create content for your business. Get a consultation or check out our blog content.
Marketing Insider Group's first article, Use Your Unused Marketing Budget on Content Marketing for Next Year appeared originally on Marketing Insider Group.
Frequently Asked Questions
What amount should I budget to fund my first digital marketing campaign
It depends on which campaign you are planning to launch. You can spend $50 to $100 on your first campaign.
Advertisement space can be purchased for search engines such Google or Bing. These ads are usually $10 per click.
Banner ads can be placed at different places on a website that has a website. This will help you attract new visitors and bring them back to your site.
You can also find a freelancer that will design your banners. Freelancers are typically paid between $20 and $30 an hour.
Once you have created your ad, it is possible to start tracking your results. There are many analytics tools available for free on the Internet.
You can also manually track data. To collect information about your campaigns, you can keep a spreadsheet where you record each metric (such as clicks, impressions, etc.)
After collecting this data, you can determine whether your campaign was successful.
If not, you can try different methods until you find one that works well.
What eCommerce Marketing Strategy Should I Use?
There are three types in eCommerce marketing:
- Direct marketing
- Search Engine Optimization (SEO).
- Social Media Marketing
Direct marketing involves sending emails directly from the source to potential customers. These emails could contain discounts, coupons, and other special offers. This type of marketing is designed to build customer loyalty.
Search engine optimization works by improving the ranking of your website in search engines like Google, Bing, Yahoo, etc. Your site will appear near the top results for keywords related to your product/service. This will increase your traffic.
Social media marketing can be done via websites such Facebook, Pinterest Instagram, YouTube and Instagram. To connect with your audience. It is free, simple to set up and highly effective.
Each method has its advantages and disadvantages. SEO takes time and effort, whereas direct marketing requires little effort. But if you concentrate on just one type of marketing, you will not reap the full benefits from eCommerce marketing. We recommend combining multiple types of marketing.
Sending emails could be one way to promote your products and help you rank well in search engines results. You could also advertise on social media, and then link back to your website from these pages.
You can market your eCommerce store in many different ways, as you can see. Select the best options for your company and keep them in place over time. Good luck!
What are the major types of marketing?
Marketing is the act of communicating ideas, values, and messages to consumers. We often use the term marketing interchangeably with advertising. Marketing encompasses more than advertising. Marketing includes all forms of communication that promote and market a product or service.
Three key components of marketing are branding, promotion and distribution. Branding refers to how a company identifies itself to its target audience. Promotion is the act that draws attention to your brand by using paid ads, free promotions, or other public relations efforts. Distribution is the method of delivering your message to your target audience. Distribution can be done via traditional methods such as television, radio and print. But, the new technology has made it easier.
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- SEO Learning Center – Moz
- [Case Study] How Moz Ranked #1 for High-Volume Keywords in Less Than 3 Months – Moz
Top 10 Affiliate Marketing Strategies in 2022
Affiliate marketing is one of the most popular online advertising methods marketers use today.
This allows companies to promote products without having to spend any upfront costs. Affiliates are paid a commission when users buy the advertised products.
There are two types main affiliate programs: cost-per sale or performance-based. Affiliates who are performance-based get paid when a certain amount of sales occur. Affiliates are paid a cost per sale, regardless of whether they sell any products.
We'll be discussing the top 10 best affiliate marketing strategies in 2022. Each strategy will be discussed and examples of successful campaigns provided.
eCommerce websites are increasingly adopting brand loyalty programs. These programs allow customers to earn points every time they shop on a website.
These points can be later redeemed for special offers, discounts or rewards.
Amazon Prime, for example, gives members exclusive deals and perks.
Amazon also offers a referral program called Associates. This program lets merchants refer shoppers to Amazon and receive a percentage of the revenue generated from those referrals.
#2. Use Social Media to Promote Products
It's easy to advertise products via social media platforms, such as Facebook, Twitter or Instagram.
Targeting potential buyers can be done by companies via ad networks. Facebook, for example, allows advertisers to target certain groups of people based upon their interests and demographics.
Targeting people within a particular distance of a store is also possible.
Twitter is another platform that companies can use to quickly reach their target audiences. Companies can use Twitter to send out tweets, ask questions and share content.
Instagram is similar to Twitter in that it allows brands and consumers to interact. However, unlike Twitter, Instagram doesn't allow businesses to send direct messages.
Instead, posts are automatically displayed on followers' feeds.
Pinterest is another social network that allows businesses and customers to connect. These connections may include sharing images, answering customer queries, and asking questions.
#3. #3. Offer special discounts to influencers
Influencer marketing can help increase brand awareness. Brands have the option to partner with influencers and offer them incentives to post promotional material about products.
This partnership can often involve giving influencers complimentary products to test or review.
These partnerships do not only include product reviews. Brand ambassadors can also be made of influencers.
Brands can hire influencers to host giveaways, provide opinions, answer questions, or simply show off their products.
#4. 4. Create video ads
Video ads are becoming increasingly popular. People love watching videos online, especially since smartphones and tablets became mainstream.
Advertisers may use video ads as a way to get attention and persuade viewers of their products to click on the links.
YouTube is the largest website where advertisers can place video ads. YouTube allows advertisers the ability to upload short clips lasting up to 60 seconds.
Google AdWords can also be used to place video ads. Google uses keywords to match ads to relevant searches.
#5. Run Mobile Campaigns
Mobile apps are becoming more popular. Many mobile apps let users download games, watch movies, read books, and listen to music.
People spend hours reading books, playing video games, listening or watching movies on their smartphones.
To drive more traffic to your website, businesses should look into mobile apps.
Apps can also be downloaded to Android phones, iPhones, iPads, Android phones, tablets, and other smart devices.
App stores are available for Apple iOS, Google Play, Windows Phone, Blackberry OS, and Kindle Fire.
For selling physical goods, shopping carts can be a very effective way to do so.
Customers can add items directly to their shopping cart.
Online shopping carts have gained popularity. Many online retailers, such as eBay, allow customers to create accounts and browse product lists.
Amazon and other online retailers like it integrate shopping carts in their websites. Customers can choose what items they want to order and pay for them right away.
Product lines are a great way to attract new customers.
A press release is usually sent out when a company announces the launch of a new product line.
The release may contain information about the new line's features, pricing, availability, and more.
Once the launch is completed, the company can market the product.
#8. Develop Cross-Channel Marketing Programs
Cross-channel advertising refers to marketing efforts in multiple channels.
Cross-channel advertising could be used to send emails to customers via email lists, promote products on social networking sites, or run banner advertisements on search engines.
Multichannel exposure can be a boon for some companies.
One example is that some companies sell products in brick-and mortar locations. In addition, they also sell products online.
Companies sometimes use both channels simultaneously in order to increase sales.
Data analytics is a tool that companies use to improve their business operations and increase profits. This involves analysing data taken from many sources to determine patterns and trends.
Analytics can identify problems, evaluate current practices, predict future needs, and suggest improvements.
Analytics tools can collect data from many sources, including web servers, databases, and applications.
These tools can be used by companies to better understand the behavior of their customers.
Every business needs to be satisfied with their customers. Customers who are satisfied will be more inclined to return for additional services.
A satisfied customer is also more likely to recommend your products to others.
Satisfied clients are less likely than others to complain about poor service.
Therefore, increasing customer satisfaction is critical for all businesses.
This can be achieved by providing exceptional customer service.
Employees should be able to respond quickly and effectively to customer queries.
Offer quick shipping options so customers don’t have to wait too much before receiving their orders.
It is important that your website is simple to navigate.
Your site should load quickly and display clear instructions.
Bear in mind, not all customers can be treated equally
Some customers might need more assistance while others aren't so much.
Therefore, you should tailor your customer support policies to suit individual needs.
This ensures everyone receives exceptional service.
For more information on how to launch an affiliate campaign, see our guide.
We've covered everything you need to know about starting an affiliate marketing campaign.
Now that you're familiar with the basics of affiliate marketing campaigns, you can begin to establish relationships with other bloggers.
This will help you gain experience as well as build your credibility.
This expertise can then be leveraged to earn
By: Michael Brenner
Title: Use Your Unspent Marketing Budget On Content Marketing For Next Year
Sourced From: marketinginsidergroup.com/content-marketing/use-your-unspent-marketing-budget-on-content-marketing-for-next-year/
Published Date: Mon, 07 Nov 2022 10:39:22 +0000