How to create content without breaking the bank

Marketing teams often wear many hats from social media specialists to web developers and content writers. You know great content helps companies rank in search engines and increase website traffic… but writing the content is SO time consuming. The task of sitting down to write an 800-word blog post might end up falling to the end of your to-do list.
If you think you don’t have the time, we will introduce additional ways to create content that won’t eat up your afternoon. Not all great content takes forever to create. For example, you can use and reuse your existing content to develop blogs, articles and other digital marketing assets. It’s maximum content with minimum effort.

Upcycle and reuse

If you’ve already made great content in the past, then don’t just let it sit there. You can upcycle it into better content. Did you write several articles about a specific topic? Why not change them up a little and combine them into a case study or white paper. You can turn your blog posts into a downloadable asset to usher customers through the sales funnel.
You can break down large articles into several smaller ones or even create small Facebook posts or tweets about them. Many social media posts can come from one good article. Have access to graphics? Why not turn a blog post or white paper into an infographic for Pinterest or Instagram?

Let customers, partners come up with ideas

The hardest part of content creating isn’t the writing; it’s coming up with topics. Your customers are your best topic resource. Ask them for feedback on your recent webinar, video or podcast. Did they have any questions? Was there something that was difficult to understand? Their concerns make great blog topics.
Create blog posts that answer their questions and use the question as your headline. Google loves answering searcher’s questions which can improve your work, and potentially add your post in a knowledge graph. That’s prime real estate.
Your customers don’t want to search your site to get questions answered. By making it a blog post title, they know exactly what they’re getting.
The same goes with your vendors. Think about their pain points and ask for their ideas. Vendors may also want to participate in the article and share it with their audience. A good backlink from them is worth its weight in gold.

The facts in F.A.Q.s

Websites often have extensive Frequently Asked Questions sections. The answers are short to keep from using too much space, but why not expand on them in your blog. Your customers appreciate it and you get the chance to expand on much needed answers.
If customers consistently ask the same questions in emails or on social media, use it as a topic for your content. Common questions clearly demonstrate an area of confusion that should be educated within your brand messaging. Plus, it will save your support team from having to answer the same question over and over again, ultimately improved your customer support.

It’s all linkjuice

Need something quick? Find helpful resources and link them within a list for your readers. The resources should be something that all relate to a certain topic. Add a small explanation for each resource, turning it into a great blog article. It’s fast and has good authoritative external links. Try to get the copy to at least 300 words.

A picture is worth a thousand words

Google image search is one of the least optimized aspects of the search engine. The pictures you choose, ideally created by you and not stock images, can impact traffic. They should be vibrant and effectively complement the article. Images should have alt tags for SEO and captions to explain a concept.
Google image search can help you website SEO with effective meta data. Make the keywords natural like they belong there. Why use only one images? If you’ve got several great pictures, create a gallery with captions.

Teach old content new tricks

If you’ve had a blog or website for a long time, then you have a library of old content that’s just sitting there. The information is still good for the most part, but it needs to be updated. It could be that the technology has changed, the rules are different or you’ve updated products.
Go through and update your existing blogs to add new information to customers. The updates won’t take long and Google notices the new content and might improve your rankings. A single blog update may only take a few minutes.

Great content doesn’t have to be time consuming

The old saying goes that “content is king,” but it’s hard to be on the throne if you don’t create it. These are some ways to create content that doesn’t take your forever. If you still don’t have the time or want to learn more about content creation, please visit our site and learn all that we have to offer.

The hidden costs of in-house content marketing

Before the internet, a marketing manager could reach a customer in one of three ways: paid advertising, direct mail or telemarketing. With content marketing (or “inbound marketing”), a company can bypass faceless intermediaries, instead building relationships directly with its customers.

This method is proving to be a profitable investment. Inbound marketing generates 54 percent more leads than a traditional marketing funnel. But what is the best way to construct a content marketing strategy? Is it more profitable and efficient to produce content in-house or to hire a content marketing agency?

In-House Marketing

Best practices for setting up an effective content marketing strategy do not include foisting content marketing duties onto an already busy marketing team. A typical marketing staff member creates an 800-word blog post in approximately five hours. If that writer produces two blog posts per week, he or she is taking 10 hours a week away from his or her other duties. This blog development time includes the topic research, writing, and content strategy.

Once the content is created, a separate person must review it for writing quality and consistency with the voice of the brand. Typically, there are two to three rounds of revision and editing, each taking an additional 1-2 hours of the marketing staff member’s time.

Some companies choose a hybrid model, outsourcing the initial content creation, then taking care of edits, revisions and formatting in-house. Hiring a freelance writer will cost about $80 per 800-word blog post. But that outlay does not cut much of the work; once the content is submitted to in-house staff, the real work begins.

A marketing manager should typically expect three to four rounds of editing at a cost of $25 to $50 per round. From there, one article can take two to three hours of management approval time. Once the content is edited, it must be given meta titles and descriptions and converted to HTML. That means one – or several – employees will be taking time away from their work on the vision and mission of the company to spend time on something that is not their strength.

A third, equally suboptimal option is hiring a dedicated full-time content marketing staff. A content marketing team needs at least four key people: a writer, an editor, an inbound marketer and a community manager. Combined salaries for these four employees averages about $221,000 per year, not including a benefits package.

Content-Marketing Agency

Professionals at content marketing agencies do not just generate and format content for you. They can also help create a content marketing strategy, generate topics, and quickly produce content that professional editors have reviewed and revised. Outsourcing content creation comes with several ancillary benefits as well. A marketing manager can:

  • Quickly scale his or her business up or down
  • Use the expertise of other writers and content marketers to gain more leads
  • Speed up turnaround time

Tempesta Media, a full-service content marketing agency, thoroughly vets its writers for content expertise and writing quality. Great content begins with the writers, and the writers here rarely produce writing that requires revisions. Tempesta’s rigorous screening means that content requires 90 percent fewer revisions than the industry average.

When work is commissioned from Tempesta Media, the marketing manager fills out a Voice Profile Questionnaire. The Voice Profile communicates how to produce work that is consistent with the tone of the client’s brand, ensuring that the resulting product will align seamlessly with the rest of the client’s presence.

Simple billing

Tempesta Media keeps billing simple, with monthly and annual content packages. The price of the content is based on a fixed per-word price that includes writing, editing, unlimited revisions, SEO optimization, use of the platform and plagiarism screening. Easily order content within the platform and the price of the article is deducted from your content package balance. Each article is turned around in 5 business days. All told, Tempesta Media produces quality content for as much as 80 percent less than the cost of in-house production.

One of the main benefits of outsourcing content marketing is the agility it offers. A company can easily scale its content creation up or down depending on need without hiring or firing full-time employees. There is no personnel gap if someone leaves the company or is out sick. Cients can adjust the amount of content they order on a weekly basis.

When a company outsources its content marketing department, it saves other resources as well. When employers outsource, they free themselves from the requirement of fulfilling HR needs, employee benefits or office space. Another major headache avoided is having to become an expert in content creation on top of being an expert in their own sector.

Conclusion

Content marketing is a powerful tool that generates more leads for a fraction of the cost of traditional marketing. But treating it as an afterthought or failing to create a comprehensive strategy will inevitably result in failure.

Instead, it should be planned and executed by professionals who know which strategies are effective and which are not. A company like Tempesta Media can provide a full-service content and social media solution for a company looking to benefit from inbound marketing. Contact a Tempesta Media representative today to get a quote for your content marketing plans. You may find that outsourcing content creation is not just a great solution – it’s the best one.

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