Scaling your content without draining your budget
Columnist Seth Price discusses how to scale your content marketing efforts efficiently and cost-effectively by applying a media-based model to content creation and distribution.
Every day, billions of pieces of content are published like clockwork on platforms like Facebook, Instagram, Pinterest and Snapchat. Yet the clock has stopped for most marketers when it comes to creating content that breaks through the noise.
Despite what some have coined as “content shock,” 77 percent of B2C content marketers expect their organization to produce more content in 2017 than it did in 2016. But scaling content marketing is not only expensive, it’s often mystifying. Most efforts tend to be campaign-based, copycat initiatives; and what’s equally surprising is that 63 percent of marketers are creating content without a documented strategy or a means for defining success.
But not all is lost. With the growth of smarter, more accessible SaaS campaign tools and lower-cost media production, building out a content-driven demand engine is more accessible than ever for modern marketing teams — especially as channels present fresh opportunities for distribution and measurement of content.