10 Tips to Make Content Marketing Work for Small Budgets

budget

It’s so easy. Just create amazing content consistently, and you’ll be rolling in traffic.

I’m just kidding.

Even if you know what you’re doing, content marketing takes a lot of work.

But it can pay off in a big way.

For example, Kraft’s ROI from content marketing is 4 times better than any other form of advertising.

Look around online, and you’ll quickly discover that they are not alone.

You don’t even have to go further than here.

I’ve used content marketing to grow KISSmetrics, Crazy Egg, and now Quick Sprout to well over 7-figure (annually) businesses.

I typically get around 100 comments on posts and over 1,000 social shares within days on just Twitter and Facebook alone:

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Now, it’s taken me years to get here because content marketing takes patience and consistency.

But another thing it takes is a budget.

If you’re doing content marketing effectively, you’re creating some really valuable next-level content.

And if you’re creating content like that, it isn’t cheap.

Sure, you can do some of it yourself, but your time has value as well. Don’t forget that.

But like with all things, it’s possible to do content marketing both more effectively and cheaper than most businesses manage to do.

It still won’t be “cheap,” but it will be much more affordable for startups and small businesses than what they might be currently spending.

Running content marketing campaign on small budget? Then follow these 10 tips to make content marketing work for you.

In the rest of this post, I’m going to share with you 10 tips that will help you bring down your content marketing spending significantly without sacrificing results. 

1. Focus on the most cost-efficient types of content

There are tons of different types of content you can produce.

Often, there are 4-5 or even more types of content that your target audience enjoys.

This means that you can use any combination of those types to grow your audience.

But here’s the thing…

Not all types of content give the same return.

They all cost different amounts and will generate different average numbers when it comes to traffic, subscribers, shares, etc.

Here’s a simple 3-step process you can use to find out which types of content are most cost-efficient in your niche.

Step #1 – Evaluate the cost of different types of content: The first thing you need to do is establish a baseline cost for every type of content you might be interested in producing:

  • blog posts
  • videos
  • infographics
  • slideshows
  • animations
  • tools
  • e-books
  • podcasts
  • stock photo collections
  • etc.

Obviously, the cost can vary based on the exact thing you’re looking for, but try to get a fairly accurate range.

There are 3 ways you can do this:

  1. Get a quote from a freelancer who specializes in that type of content.
  2. Determine how much time it would take to make it yourself, then multiply that by your hourly rate.
  3. Use estimates from other public sources.

Technically, you could get a quote from an agency, but those are usually much more expensive than a freelancer. Since we’re trying to conserve your budget here, start with freelancers.

For the 3rd option, you can find rough estimates for most types of content online.

For example, I’ve previously written that you can get infographics made for $250 to $595 each.

When it comes to content, most good writers charge $0.10-0.20 per word (although you could negotiate a flat fee, e.g., $200 for a 2,000 word article).

And videos typically cost between $1,000 and $6,500 per finished minute of video.

One caveat: You might want to think about dividing each type of content into more specific types of content.

For example, you might be able to write a list post much faster than another type of post like a case study.

Step #2 – Research the performance of your competition’s content: If you already have a lot of content creation experience, this is an easy step for you. Just make a spreadsheet where you record the performance of each type of content.

When I say performance, I’m talking about metrics that you care about. For most, it will be a combination of:

  • traffic
  • social shares
  • comments
  • email subscribers
  • backlinks

If you don’t have extensive experience, you’ll have to get this performance data from other sources—your competition.

Start by going to the biggest platform for each type of content and finding a few of the biggest channels/brands for that platform. For example:

So, let’s say you were interested in making SEO videos.

You head to YouTube and search for a few major SEO terms such as:

  • SEO
  • SEO link building
  • On page SEO

Make a list of the top creators:

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We want to figure out their average result per video.

Click on the name, and then click on their Videos tab:

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This will give you a list of videos they’ve uploaded.

Start by counting the number of videos the creator has made (you’ll need to click “load more” at the bottom).

In this case, Josh has made 123 videos at this point.

Next, add up the number of views that they’ve gotten.

Finally, divide the total number of views by the number of videos to get an average.

Josh gets approximately 1,000 views per video he uploads.

You want to repeat this for as many creators in your niche as possible. The more you consider, the more accurate your numbers will be.

Once you’re done, get a combined average by adding together the averages and dividing by the number of video creators.

Step #3 – Evaluate the performance of each type and choose the best: At this point, you have the cost of each type of content as well as the typical results for each.

Now, you want to divide the result metrics by the cost.

Here’s what a simple version might look like:

image16

You’re looking to get a rough estimate of the cost per metric. Focus on the metrics you care about the most.

What you’ll probably find is that one or two types of content are much more cost effective than the rest.

Those are the types of content you should focus on producing in the future.

2. Focus on quality over quantity

One major source of wasted money is failure to maximize the results from each piece of content.

Marketers see successful bloggers posting 3-5 times a week and assume that they should too.

However, if you don’t have the budget to publish 3-5 great pieces of content, it’s pointless.

You’ll end up publishing 3-5 okay posts instead.

Growth from content marketing comes from quality, not quantity.

Each post should be as valuable as possible.

You’re better off publishing one absolutely amazing piece of content per month than publishing 30 mediocre posts.

If you can publish more than one great post—fantastic! But always start with quality.

A great example of this is Brian Dean at Backlinko.

As of now, he has about 30 articles in total on the site (seriously), and he’s been going for years now. On average, that works out to about one post a month.

He’s also built a 6-figure business from it.

How? Because every single post is amazing. Quality will always win.

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But be smart, remember the 80/20 rule: When you’re dealing with a small budget, it’s always about getting the most bang for your buck.

In this case, it’s possible to take “high quality” too far.

What the 80/20 rule says is that 80% of your results will come from 20% of your efforts.

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In this case, it means that 80% of the value of your content will come from 20% of the effort you put into creating it.

The main takeaway from this principle is that each extra bit of effort has diminishing results.

By the time you’ve put in a solid amount of effort (say 80-90%) of what you’re capable of, you’ve pretty much maxed out the level of quality that you can get from a piece of content.

Resist the urge to go overboard by doing things like:

  • creating custom images that don’t add much value to the post
  • messing around with the layout even though it’s already easy to read
  • changing sentences over and over again so that they’re “perfect”

If you do those things, you’re spending time with no real return, which means you’re wasting part of your budget.

Aim for very high quality, but know when a piece of content is about as good as it’s going to get.

3. The absolute cheapest way to create great content consistently

Another way to lower your content creation costs is to get creative.

Instead of creating content from scratch, you can repurpose existing content.

If you’re not familiar with the term, repurposing means turning your existing content into a different form of content.

For example, you might turn a blog post into a video, slideshow, or podcast.

The main benefit is that all the research is already done. You can also often take images you created for the first piece of content and use them in the new pieces.

This can cut your content creation time reliably in half for each piece of repurposed content.

And it can also expose your content to a different audience, which is always a good thing.

Repurposing in action: Let’s go over a few quick examples of repurposing content.

Paul Gordon Brown creates content about reaching students with social media.

For example, he created this popular slideshow on the topic:

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However, he also uses a lot of this information in his blog posts, and he’s even hosting talks on the subject:

image09

I highly doubt he’s creating a new presentation from scratch every time.

For bloggers, there’s a common type of repurposing: turning a blog post into an infographic.

Brian Dean originally wrote a post about on-page SEO and then, he created an infographic and embedded it within the same page:

image14

You could also do what I usually do and just post the infographic as its own post.

Brian chose to combine the two so that he could promote that post to an even bigger audience.

And here’s one final example of content repurposing.

The Crazy Egg blog publishes a new blog post every weekday. Some of these posts we turn into short podcast episodes:

image23

We have a great podcaster, who essentially reads the post and records it.

Which types of content convert well into other types of content? Any type of content can be repurposed as any other type of content, but it’s easier to do with certain types than others.

The easiest types to repurpose, in most situations, are:

  • blog posts into: infographics, podcasts, e-books
  • infographics into: slideshows, videos
  • videos into: animations (gifs), blog posts

For the most part, visual content translates well into other visual content, while written content translates well into other written (or spoken) content.

4. Spend time improving your efficiency

This tip is for you if you do a lot of content marketing work yourself.

If you are creating, planning, and/or promoting your own content, you can significantly reduce the amount of time you spend just by learning a few simple ways to work more efficiently.

I’ve seen marketers double the speed at which they do a particular task just by focusing on it for a short period. Here are a few in-depth posts I’ve written in the past:

And while the specific things you need to do to increase your efficiency depend on your current work habits, there are some general techniques that are almost always useful.

Technique #1 – Batching: Batching is a simple technique that involves doing as much of one task as you can at once.

For example, instead of trying to come up with a post idea every time you’re creating a new post, you could come up with 100 all at once.

This improves efficiency in a couple of ways:

  • no transition time – it always takes a few minutes to get going on the next task. Instead of spending this transition time every time you come with an idea, you only spend it one time, at the start of your batch session.
  • momentum – once you start doing something, it becomes easier to continue doing it, resulting in faster and better work.

Here are ways you could apply batching immediately:

  • coming up with content ideas in batches
  • outlining your posts in batches
  • writing posts in batches (maybe during the first week of the month) and then scheduling them
  • editing content in batches
  • collecting names of people to reach out to (for promotion)
  • sending out link or share request emails

And there are many more.

Technique #2 – Outsourcing (when it’s smart): There are two main reasons for outsourcing a part of your content marketing process.

It’s best done when you either don’t have the skill or the time.

In particular, the first reason is most important.

Why?

Because if you don’t have the skill, say to design an infographic well, it costs you because you will have a lower quality piece of content.

What most don’t realize is that it’s often more expensive to create it yourself as well.

You might value your time at $50/hour, but a freelancer will charge you $100/hour (hypothetically). So you think that you will save money by doing it yourself.

However, in the vast majority of cases, the freelancer has so much more experience than you that they can do the job in less than half the time it would take you.

This means that outsourcing would actually cost less than doing it yourself, plus you get a better product.

If you recognize that you’re not very good at a particular part of content marketing and don’t have the passion to become an expert, outsource it.

You can’t do everything yourself, so get help in the areas where it makes the most sense for the quality and budget.

5. Forget the parts of content marketing that aren’t necessary

Believe me, I understand when marketers, especially new ones, get overwhelmed by content marketing.

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The content creation process alone takes a lot of time, expertise, and resources, but then you need to promote it as well.

Here’s the thing though:

You don’t need to be everywhere at once.

Remember the 80/20 rule? It applies here too.

Eighty percent of your success will come from 20% of your effort. So, find the parts that add little value to your marketing and cut them.

Where to start: The most and least efficient activities will depend on your niche and business.

But let’s look at an example.

When your primary goal is to drive traffic to your content to eventually make sales, what should you focus on?

In most cases, email marketing will give you the best return on investment (ROI – your time and spending) by far:

image01

And yet, some marketers spend just as much of their time getting followers on social media, handing out business cards at conferences, and posting on forums, etc. as they do on getting more subscribers.

When you have a tight budget, the activities with smaller ROI don’t matter.

So, unless you’re in a niche that social media is crucial for (fitness, food, home decor, clothing, etc.), it’s likely something you can forget about.

All you need are the one or two channels that give you the best results.

6. Get extremely specific

This might be disheartening at first:

It’s very difficult to compete with bigger budgets.

Want to outrank a Quick Sprout post on Google for a term I’ve targeted? You’ll have to create something amazing and promote the heck out of it.

And that costs money.

The good news is that you don’t need to go head to head with larger budgets.

Consider SEO. You can target longer tail keywords at first and throw your entire budget at them.

These keywords typically have less competition and are much easier to rank highly for:

image13

When you do this, you’re not going to get amazing traffic right away, and that’s what scares off most businesses.

But you’ll get more traffic by ranking #1 for searches that get a few hundred queries per month than you will ranking #10 for a search that gets a few thousand queries a month.

Guess what happens over time?

Your traffic continues to grow, and so does your subscriber list. Growth in content marketing happens exponentially, so those small initial results grow into big things a few years down the road.

Additionally, as you start to get results from your work, you can slowly add that extra revenue to your content marketing budget, accelerating growth further.

You can take this approach to your content marketing as a whole, not just SEO.

Instead of creating content for marketers (like I do), create content for a more specific audience, e.g., social media marketers or small business marketers, etc.

The more specific you get, the less competition you have—just make sure there’s enough demand. If you’re writing on somewhat obscure topics, even mediocre content would get some attention.

Once you capture that group, you can start creating content for related groups and expand.

7. Share valuable personal data

Something that a decent number of content marketers have picked up on recently is the effectiveness of transparency.

In short, transparency consists of revealing behind the scenes data and information (personal).

One amazing example of this is the Groove HQ blog. They write about marketing topics, but they support their points with personal data and experiments:

image02

They pretty much reveal anything that adds value to a post.

For example, they shared how they determined which social networks to focus on:

image12

There are two reasons why transparency can be great:

  • It makes your content better – Using personal data means that you have something unique to offer (no one else could provide it). Having something new to say is a key part of creating value in your content.
  • It can be cheaper to create – What’s easier: getting some data from your own Google Analytics or trying to get an expert to respond to you and to contribute to your content? You can save a lot of time using personal data, which means you can use your budget for other things.

8. It’s possible to get free content from amazing creators

If you’re hiring writers to create content for you, it probably costs you at least a few hundred dollars per post.

But there’s a way to get great content free.

And that’s by accepting guest posts.

Remember though, just because you accept guest posts doesn’t mean you have to approve every pitch.

You’ll end up rejecting 90% of them, but those 10% of good ones will be from quality writers who are willing to contribute in exchange for exposure (to promote their own site).

There are two ways to find these good guest-posters:

  1. Create a guest-post page on your website – they will find it when they research potential targets
  2. Manually reach out to good guest-posters – if you see a good guest post on a competitor’s site, you could email that creator and ask them to contribute to your site.

Right now, I want to focus on the first option because it’s much less work in the long run.

A good guest-post guidelines page has three essential elements.

Part #1 – Incentives for the guest writers: When a content creator finds your guest-post page, their first question is: “Is it worth contributing to this site?”

The bigger your site is, the more you can offer.

Regardless, make this one of your first sections, and frame the benefits in terms that guest posters will find appealing. They are looking for traffic, links, fame, etc.

Here’s a screen shot of Boost Blog Traffic’s guest post guidelines, which are some of the best I’ve ever seen.

image08

Part #2 – What you are looking for: Once the creator is interested in your site, the attention shifts back to you.

You need to make it really clear that you’re only looking for exceptional content.

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If you publish content in a certain way (a typical length, style, etc.), this is the time to establish your expectations.

Part #3 – How should they pitch to you? Finally, you need to let them know what you’re looking for in a pitch.

If you don’t, you’ll get tons of emails with unnecessary information, which will waste your time (and your time is money).

image19

Outline the basics of what you’d like to see in a pitch.

You can add more to your guest-post page, but make sure you have at least these three parts.

Writers will start finding you and sending you pitches a few weeks after you publish it (or sooner if you have a popular site).

9. Updating can be as good as starting from scratch

Something that content creators in evolving niches always face is content becoming outdated.

For example, you might write about tax guidelines for 2015.

Well, come 2016 (after tax day), that post has lost 90% of its value.

The same goes for many other industries. SEO posts from 5 years ago are just about worthless now.

But instead of creating a new post from scratch, you can often use old content—for much cheaper.

Here are your two options.

Option #1 – Update time-sensitive content: Things typically change incrementally over time.

So, instead of creating a whole new piece of content, you can just update your original content to reflect that small change in your industry.

This is something Brian Dean does with a lot of his content at Backlinko. For example, he has updated his complete list of Google ranking factors many times now:

image20

It was originally published at least a year ago, and the list has grown to more than 200.

Because Brian keeps the list updated, it remains the #1 resource on this topic.

Option #2 – Republish old evergreen content: While you can update old content to keep its value high, you can also simply republish old posts.

image10

When you’re first starting out, you have a small audience. Once you grow your audience, the majority of it wouldn’t see a lot of your old good content. By republishing your old content, you’ll expose it to your new, bigger audience.

Although I wouldn’t do it very often, you can republish old evergreen content so that it shows up at the top of your blog.

Then, you essentially get a new post for nothing.

10. Learn to be extremely selective with your promotion

This final tip is again about trimming the fat.

You need to ensure that you’re getting a worthwhile return from all the promotional work you’re doing.

If you have limited time, focus on the most likely sources of traffic for your new content.

Start with your email list: Always begin new content promotion by emailing your email subscribers.

These are the people who already like your content and appreciate it enough to sign up for your list.

They are by far the most likely people to share your content with new audiences.

I email my subscribers after I publish a new post, using a simple template:

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It works really well and takes next to no time to do.

Then, reach out to past sharers: Not all of your fans like to get email updates. Some would prefer just following you on social media.

But when you announce on social media that you’ve published a new piece of content, they might miss it.

Instead, you should look at who shared your content on social media in the past and then send them a personal message about your new content.

There are two ways to do this. Start with your own social posts, and click on the number of shares you got (on any network):

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This will show you who shared your content.

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Send them a direct message letting them know about the post, saying that you think they will enjoy it.

Secondly, you can also search for a topic (or even a past article title) using a tool such as Topsy.

For example, since this article is about content marketing, I could search for content marketing” in the tool.

This brings up a list of the most popular articles on Twitter in the selected time range:

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Clicking the “more” link beside the speech bubble will bring up all the people who shared that piece of content:

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If you have really limited time, start with the “influential only” users, who have the highest number of followers. One share from them is worth more than from the average user.

Conclusion

Content marketing is all about quality, which typically isn’t cheap.

However, there are ways to make content marketing work even for small budgets.

Try to implement at least 2-3 of these tips, and you should be able to bring down the cost of your content marketing to a more reasonable level.

If you have any other ideas about using content marketing with a small budget, I’d love it if you shared them in the comments below.

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Comments

  1. Awesome post Neil!

    And if you need a good infrastructure for you blog, you can check out this BloMag WordPress Theme which is available on Themeforest for only $39.

    Check it out:
    http://themeforest.net/item/blomag-wordpress-theme-exclusively-for-marketers/12388965

    • Envaios, glad you found the post helpful.

      Thanks for that valuable resource for all the readers. Looking forward to hearing much more from you.

  2. Hi Neil,

    Thank you for this great piece of content, I just have a question though.

    I would like to create a blog which is concentrated to one niche, and my plan for the content is a magazine type like viralnova.com style.

    Do you think it’s a good idea?

    Thanks in advance. 🙂

    • Jazzel, I think it definitely can work. You’ll need to focus on headlines and making sure that you engage your audience properly.

      I think if you get those variables down you should be set. Let me know if you need any other help along the way.

    • Hi Jazzel, I’d just like to give my input.

      I think it can clearly work, as indicated by the obvious success of ViralNova, Buzzfeed, and and all those other “clickbait” sites. However the “clickbait niche” is so saturated now that I think you might be better off picking a better niche.

      I guess it really depends on how confident you are in your social media skills. If you have more reach than those other ViralNova-esque sites, then you just might be able to actually make it work.

      Good luck!

  3. Hey Neil

    Thanks for the great tips .

  4. Hi Neil,

    yet another great post, I would just like to add that you can keep the cost of video down by using animoto, we use this across a number of the websites that we manage.

    • Scott, glad you liked it. Thanks for sharing that great resource — I am sure everyone reading will find it helpful.

  5. Mark Ugwuanyi :

    Nice post. Just as you said, content marketing as you said is not cheap or easy. It will either cost you money or time. Here are few tips that works for me
    Outsource list post types: generally readers seem to like this type of content. Also you wouldnt have to worry about the content quality compared to detailed post
    Build a content marketing team: instead of hiring full time, hire part time or contract basis, I believe this will reduce expense.
    Finally, readers love free stuff, instead creating new content from scratch, one should repurposed such content in various format such as eBook, checklist, worksheet etc. In my case these three work effectively. Some tips I learnt from bufferapp team. Nice post, I have a question: what is the recommended budget size for a small business?

    • Mark, thanks for sharing that valuable line by line guide. You should start blogging if you aren’t doing so already — those are some tremendously actionable tips that provide a lot of value.

      Looking forward to hearing much more from you.

  6. i think i must give it a try… but actually it will my new “Experiment”

    on startup my loss was growing but after getting some experience of content marketing… now i am stabled.

    well, already going ok, but this tips will boost me.

    Thanks again Neil 🙂

    • Amit, let me know how it works out.

      Glad you figured everything out — I am sure you will see some great success as you keep finding new ways to grow 😉

  7. Marco Benavides Ferlini :

    “The Custom Content Council announced [in 2013] that content marketing was a $44 billion dollar industry, up 9.2% from the previous year.”

    If those numbers aren’t enough to get marketers interested in content, then just multiply by 10% for the years 2014 and 2015, and we’re at 53 billion. But we’re already moving into 2016 and the content marketing industry is exploding and expanding and will grow into hundreds of billions. Will this be the next trillion dollar industry.

    If this isn’t enough to get you into marketing content, then nothing is enough and you’re in the wrong business. My company, Semantic Mastery has developed a content curation strategy which allows you to scale the course into a full-blown content marketing business.

    We all need to be thinking about scaling so that “all our eggs aren’t in one basket.” You have to have multiple traffic and revenue streams so that you’re not at mercy of search queries for your traffic.

    Thank you again, Neil, for a great blog post full of actionable content which helps people start thinking about multiple ways either start making money or expand their existing business.

    • Marco, great point . I think if you look at the numbers you’ll find that content marketing and digital marketing in general is the way to go if you want to drive real results to your website.

      I agree that a multi-channel approach is best for real results.

      Glad you find the posts helpful. Looking forward to hearing much more from you.

  8. Hey Neil,

    Great stuff (as usual). Recently, I’ve decided to focus more on quality content over quantity, even if that means publishing one post per month.

    • Dev, I think that’s a good idea — sometimes you have to scale back if you really want to drive real results.

      • Marco Benavides Ferlini :

        @Dev & @Neil – I think that this is where the content curation strategy comes in really handy. After all, didn’t Huffington Post sell about 4 years ago for over 300 million dollars? Isn’t just about all of it curated content from other sources?

        Has anyone taken a look at Bing/Yahoo lately? There’s tons of other news and content oriented sites doing the same thing.

        I am very fond of saying that we have to be master mimics in this industry if we’re little guys trying to get a foothold. In other words, “when in Rome … ”

        The point is that you can still provide quality, related content that’s regularly updated. With a regular posting schedule and proper attribution, you can work wonders with curated content.

  9. Hey Neil,

    It was a nice read. Measuring ROI is important. I do it for every marketing activity I do.
    Lets say for a niche blog, my calculation goes as below :

    1: 20 article * $5 = $100
    2: Link building activities cost for the niche blog ; $300

    Total cost : $500

    Let’s say now I get 15000 monthly views in the third month that means : 500/150000 = $.03

    I have almost calculated the cost per visitor for every niche and then I try to scale in the niche which is cheaper.

  10. ali @ iSocialYou :

    Awesome post Neil and yes content marketing is not cheap but we can be smart about it.

  11. Luke Glowacki :

    For the time being I create posts and videos. I use videos to link back to my article on a blog. So first I create a blog post and then a video to drive more traffic to the blog post.

    I’d like to start using infographics on my blogs, but they’re too expensive for me yet. Probably for one infographic I could have at least two quality posts written by a freelancer.

    • Luke, test out some different strategies. The key is to balance your time and resources 🙂

      Let me know how it goes!

  12. Robert MacGuffie :

    Thanks for another extremely helpful post..

    I’d like to second the comments of those who mentioned content curation.

    As noted in Beth’s Blog:

    “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information.”

    Many newbies (and some seasoned marketers think this is some sort of plagiarism. Yet if it is done correctly, with the right attribution, it can be a great help in building a successful blog that offers useful, niche-specific information.

    My curated material shows up in the search engines and it can be a great time-saver as well as a very effective way of building a following.

    • Robert, the goal of content marketing is to inform and educate an audience — content curation is a great way to do that. You can also build a community of people who trust you when you share their content 🙂

  13. Nice share, Neil. I’m greatly inspired by what Brian is doing with only 30 posts. I think I should take post quality seriously now to be able to enjoy the dividends of content marketing. Thanks for the enlightenment.

    • Adelaja, you should follow in the same footsteps – I am sure you’ll see great results.

      Looking forward to hearing much more from you!

  14. Ian Constable :

    Hi Neil, thanks for the really useful and in-depth post. If you were starting from scratch with no budget to speak of – what or where would you recommend we start with content marketing?

  15. Great Post Neil….!!!
    I’m also searching for marketing ideas for startup business.
    what you think if I start a affiliate services blog(where I’m doing reviews of different services in same niche) in a high competition niche then how to do marketing of these type of blogs??
    Thanks.

    • Leose, that can definitely work. Make sure you narrow your focus though — if you don’t do that you’ll get lost in the crowd.

  16. Chiranshu Monga :

    Hello Neil,

    Actually I was getting problem in content marketing but after reading this post I got a new idea, if that idea will work then I will come back and share it.

    thanks once again
    Chiranshu Monga

    • Chiranshu, glad this post helped. If you continue to have problems with your comments posting please email me again so we can troubleshoot.

  17. As usual, you rock this time too. Congratulations for the wonderful tips. Thanks 🙂

  18. Great post with so many valuable ideas, kudos!

  19. Another great read for the noobs in the field of content marketing and those who got limited budget.

    Thank you is not enough for you Neil and i cant give you more than that :).

  20. Abhishek Jain :

    Thanku Neil for these really useful and workable tips. It is really a boon to my OM strategies. I can now think more clearly and regulate my content marketing budget.

    • Abhishek, glad to help. If you need any other help along the way please let me know. Looking forward to hearing more from you!

  21. Carti De Vizita :

    Thx for another verry good information! I always focus on quality of content and i think this is the best way to increase google position.

  22. Taranpreet Singh :

    Useful Content,especially for me as I’m having having my website in development phase. It sometime feel great to get the idea of content marketing from experts who know well about what they are talking about.

    Content marketing is not detached from content ideation & content creation aspects & it is something beginners should also consider.

    • Taranpreet, glad you found the content helpful. I like to share my advice because I’ve gone through the same issues in the past.

      Creative and marketing of content are definitely intertwined.

  23. Great post mate, enjoys reading. you really keep it simple. thanks for sharing.

  24. That’s a great resource for marketers. Neil, this is good but it is extremely difficult for many of us to get the content in front of the right audience. How do you tackle such thing?

  25. Oh this is great article for a new blogger like me. Very nice information of content marketing. Real value addition. Thanks

  26. Thanks for the great tips .

  27. very valuable list of actionable items, I must say. I cannot adopt or implement all of them at once but I can certainly use few of them to improve upon my existing strategy.

    @Neil if you can share your valuable thoughts, for a software development services company, what platforms, approach and frequency should be an ideal approach to start with?

  28. It’s maybe my biggest problem. I know how to do content marketing, but I don’t know how to do it for cheap. This post gave me some interesting insights.

    It still wouldn’t be “cheap” to create top quality content, but still you can get the most out of your money.

    • Teddy, it’s a tough balancing act — I think once you figure out the subtle cues that make things go viral you’ll get there. It’s just an experience thing. Keep at it!

  29. Extremely useful tips! Thank you Neil!

    But I have a question about #9: If we are updating original post that for example was last updated more than 1 year ago – how such action can affect google ranking?

    And one more question about outsourcing content writing – what is your personal experience? Are individuals more effective than writing companies?

    Thank you for your time!!

    • Alice, it’s more from a traffic perspective. By updating and old post you can share it on social and re-share it with your community.

      In regards to outsourcing writing — I don’t do it but big brands can benefit if they find the right voice.

  30. Jacobv Varghese :

    Neil, your content is everywhere and almost every piece is packed with valuable info. Hats off to you and your team. I’ve noticed that you focus a lot on text based content. SInce you have been in this game for a while, do you see a drop in the time spend per content over the past 2-3 years. Have you noticed any big differences in your content performance on phones vs. desktops?
    Thanks for your tips.

    • I have been spending more and the results have gotten better 🙂

      I don’t see a big difference but people to tend to read on desktops because the content is long form.

  31. Thanks for sharing a comprehensive post on budget content marketing this is really helpful to newbies like me.

  32. Cedric Markwatson :

    Produce an informative content in the small budget is not a kidding game. But Nail, after reading your blog, I got an idea how can I do it. Thanks for sharing valuable information with us.

    • Cedric, glad to help. If you need help with anything else please let me know. Looking forward to hearing much more from you.

  33. I believe if you are planning to create great content, then leave the worries of spending big bucks. But i know, no body would ever do that.
    So according to me, best solution would be getting that person write, who is clearly aware about the topic and thus save time and money while creating that, That person would be any one, your colleague, inhouse guy or freelancer. So first thing to do, is to find that best person.

    • David, exactly — finding the right people is a big time saver and provides the best results in the long term!

      • Rajeev Singh :

        great read. Thanks neil for great content for new blogger. i have a question. is that many content tool in the market right now. is that really work. how can i used my content to generate second revenue model After adsense.

        Thanks 🙂

  34. Thomas McCallum :

    Another great article Neil, it was good to get clarity on how often to post. I suspected it may be best to churn out one top notch post a week, instead of 3-5 ok posts. Been a student of your site for a year now, and I think the value that you give out is beyond generous. Thanks for helping me really fall in love with content marketing.

    • Thomas, I think at the end of the day it all comes down to value added. Provide informative posts that are in-depth and the rest will follow.

  35. chetan upadhyay :

    thank you very much for such a great information

  36. Great Tips Neil, and I love Brian’s stuffs too. The way he grow in recent years is exceptional. 🙂

  37. Hello Neil,

    Nicely Curated Post and thanks for navigating me to groovehq.com.

    Thanks Again.

  38. Thank you for sharing great ideas of content. I got lots of valuable ideas about content

    Thank you for wonderful tips Neil

  39. Thanks Neil! I am glad that I stumbled upon this webpage. Really some nice tactics to do content marketing with small budget. It helped a lot.

  40. Great ideas for small business holders. I enjoyed this post and learned so much from this.

  41. HI NEIL,
    I am planning to start a blog containing top list of various products like, best mobiles to buy, laptops, home appliances and so on…..wide products range on marketplace.is it a good plan OR
    Should i go with a specific niche like tech, mobile or home products
    FOR SEO Ranking ??

    • Amit — I would always try to be as specific as possible. That way you narrow down your audience and focus which makes it easier to rank.

  42. Just in the nick of time. I always had a doubt regarding your email template – the one you use to send out to your subscribers about your new posts.

    its so simple. yet so effective.. i always end up clicking thru ..

    How do you do that ? and more importantly why do you use this particular template ?

    • Binsu, it’s just a template I have modified over time — a/b testing has provided some great results.

      Just keep updating your template until one sticks 😉

  43. Thanks, its so simple. yet so effective.. i always end up clicking thru ..

  44. I want to create a blog but I am not a good writer. My site gets lots of traffic and has decent authority. Is is possible to get bloggers to share post on my site and where do I find good ones?

  45. Thanks for the awesome tips, its always important to understand the importance of good and effective contents for the blog. Great Post !!

  46. Wonderfull post on content marketing, the stats and info-graphics makes very easy to understand.

  47. Topsy is already closed though, any alternative?

  48. Hi,

    Can u give me any suggestion for the video marketing for my site.

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