How Much Should You Be Spending on Content Marketing?
Content marketing is a highly effective method for reaching your target audience and converting them into loyal customers. However, for content to be effective, it must be relevant and useful to your target audience to engage them and help solve the challenges they are facing. Blog posts, infographics, video and audio all help to get theand more businesses are investing in content marketing to improve customer engagement. It is, therefore, imperative for all types of B2B organizations to ensure that they provide their audiences with quality content on a regular basis.
All web content is not created equal, however, and the cost of content creation and the strains on the budgets are an issue to address. With content becoming increasingly important as a customer acquisition strategy organizations will want to begin being aware of the costs and the cost-per-acquisition of the leads.
A 2016 study by the Content Marketing Institute showed that organizations allocated, on average, 28% of their marketing budgets to content marketing and this figure is set to grow as more companies realize the benefits of this marketing method.
If you are unsure about how much to spend on content marketing, consider the following tips:
Analyze the results of your current content. The best content converts at the highest rate. Analyze the response rates and conversion rates of all your current campaigns and the individual pieces that go with it. Budget decisions should be made based upon the best results compared to the objectives for each content piece or group of pieces. Do not include content just because it is the current fad. If it is not converting customers, do not use it.
Make budgeting decisions based on value, not cost. The cheapest content is not necessarily the best. Neither is the most expensive. Price does not indicate quality or effectiveness. Analyze the results of your content and determine the best performing pieces based on the value received.
Consider outsourcing to a marketing agency. The cheapest content is not necessarily the best. Neither is the most expensive. Price does not indicate quality or effectiveness. Analyze the results of your content and determine the best performing pieces based on the value received.
Content marketing will continue to gain importance as more B2B businesses look for ways to improve engagement with their target audience. Organizations that want to stand out from the crowd will analyze and optimize their marketing budgets in order to get the content they need that will produce the results they want.
Are you ready to have a cost-effective content marketing program? Contact KEO Marketing’s content experts for a free marketing evaluation. Contact KEO Marketing or call us at 888-702-0679.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.