One of the most disturbing things about the latest content research from Buzzsumo is this: the median shares per piece of content is four. That’s bad news for brands spending significant time and resources on content. But there’s good news for you: you can do a lot better than that. And you don’t have to be Richie Rich to do so. Budget content marketing is a thing!
Budget Content Marketing
Your first step is a simple one: commit to sharing your own content more often. Think about it this way. Twitter and Facebook constantly refresh, sometimes within seconds. And with algorithm changes, you often don’t see the same piece of content twice (unless it’s a paid ad). That means it’s not only OK to share your content more than once, it’s encouraged by marketing professionals.
Brian Sutter, Director of Marketing for Wasp Barcode Technologies, recommends sharing your content several times after the original date of publication (2, 4, 6, 8, and 14 days, one month, and once every 1-2 months after that, until a year after publication date).
That seems like a lot. But remember: not all your followers even see every piece of content you share. So you’re not only reminding people who read it before about what they learned, you’re showing your content to a new group of people every time you share.
How do you accomplish re-sharing with that frequency (not to mention publishing your new content)? The answer is simple: create, schedule, repeat.
Once you create a piece of content, you simply schedule it to be published as often as you’d like. You can do this within the platform (like Facebook), but I’d suggest using Hootsuite. You can easily see what you’re sharing on multiple platforms, how often, and how much love your original and re-shared content is getting.
With content sharing so infrequent across the board, one thing is clear. You need some backup. You can do this in a few ways. [Speaking of which, I recommend using each strategy to the degree that best suits your needs. You don’t want to put all your eggs in one basket.]
Your friends in your industry are a secret weapon when it comes to content sharing. Sharing and commenting on each other’s content introduces you to their followers (and vice versa). And since shared posts are introduced with content, your micro-influencers can help educate people about your brand along the way. Both of your follower bases will grow, which will help your future content marketing efforts. Budget content marketing walks hand-in-hand with focusing on your customer base.
If these brand champions have active follower bases in the 5,000-20,000 range, they’re considered micro-influencers. We recommend building your micro-influencer network as part of your digital marketing strategy. Collaborate on campaigns. Have specific goals for content sharing and promotion, and evaluate your progress along the way.
One More Thing:
People don’t have to be in your industry to be brand champions. Loyal customers and VIPs are great for your content marketing. They love and believe in your message, and make sure to share it with others. Having a solid loyalty program is a great way to find and recruit these people for help. [Just make sure you continue to reward them for their support.]
Pro Tip: Don’t forget to recruit your employees, interns, and volunteers to share their favorite content. Their networks could be key referral sources since they’ve seen the positive impact of your brand already.
I can’t say this enough. Outsourcing your content creation, promotion, and advertising is nothing to be scared of. It’s a must if you want to compete amidst the ocean of digital content available. And: it’s a worthwhile investment.
The technology and expertise that content marketing professionals bring to your corner can leave those 4-shares-on-average posts in your dust. If you’re interested in budget content marketing, simply invest in order of your priorities. Our team supports entrepreneurs, small business owners, nonprofit professionals, and everyone in between as they develop and promote their valuable content.
How Do We Do It?
Part of the content promotion problem for some is there’s not enough new content to promote. We can craft, proofread, and edit blogs, email campaigns, resources, and more. We free business owners up to do better business and deliver content true to their voice.
You don’t need paid promotion for every piece of content. But if you’re launching a new course, product, or service, or need a shiny new batch of leads, it’s worth getting the word out and keep your brand in the mind’s eye of your target customers.
How “worth it” are we talking? According to Sutter, paid promotion can generate 25 to 2,500 clicks to your website (even on the worst day, that’s over 5 times more than the dreaded four-share post).
When your content looks beautiful (and has created media to bring it to life), more people are engaged— and more are motivated to click Share.
Search Engine Optimization (SEO)
We make it easier for your content promotion to work by using the techniques and tools you need to get you to that coveted spot on Google Page One.
No doubt you’re feeling better. There are several content promotion strategies that won’t cost you a dime. Plus: your paid promotion options just got more affordable, and more customized, than ever.
Our free-to-join marketing club gives you access to on-demand marketing services and support that will make your content (and the website where it lives) irresistible to your target audience. With solutions for every budget, you can do more with (and for) your content than ever. Let us know how our budget content marketing suggestions help you!