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4 Smart Strategies to Ramp Up Content Creation
4 Smart Strategies to Ramp Up Content Creation

According to the Content Marketing Institute, not having enough content is one of the top challenges facing content marketers. It's also one of the reasons only 30 percent of marketers feel their content marketing is effective, even though they spend, on average, 28 percent of their budgets on content creation.

Marketers are right that posting more content is key to the effectiveness of their campaigns. As Hubspot found in a recent survey, for example, businesses that published 16 or more blog posts each month were able to generate three and a half times more web traffic than those that published fewer than four. So, why don't marketers publish more content?

There's Just Not Enough Time -- Or Money

The problem for most marketers is one of resources. As Anthony Gaenzle, director of marketing for Saxton & Stump, notes, it all comes down to a question of available resources:

One of the biggest concerns facing companies when it comes to their content marketing is how to create enough content to be effective. … Growing your content marketing team by taking on another salary can be expensive, not only due to the addition of the salary itself, but also the cost of recruiting, interviewing, and making sure you are selecting the right candidate.

Fortunately, there are effective strategies to increase your content production without substantially increasing costs, including the following:

1. Repurpose It

There's no reason you need to start from scratch creating content for your campaigns. Some of your existing, successful content can be equally effective with new audiences if you strategically repurpose it by changing the medium or channel. You can, for example:

  • Turn a successful webinar into a YouTube video
     
  • Package existing blogs on a common topic into a comprehensive guide
     
  • Repackage interviews with thought leaders into eBooks
     
  • Repurpose data-filled blogs and articles into compelling infographics
     

2. User Generate It

If your business is like most, you have a group of customers who love your company and tell others about it on social media. You can identify these brand advocates by listening on social media channels. Some will be willing to create user-generated content (USG) for you, free of charge, if you simply ask them.

Prospective customers view USG as more authentic, and for this reason it produces impressive results. For example:

  • Ads based on USG get four times higher click-through rates and cut cost-per-click by half
     
  • When USG is combined with professional content, it increases engagement by almost 30 percent
     
  • User-generated YouTube videos get 10 times more views
     
  • 93 percent of consumers say UGC is "helpful" when they make buying decision
     

3. Curate It

Hootsuite defines content curation as "the act of sorting through large amounts of content on the web and presenting the best posts in a meaningful and organized way." Unlike traditional content marketing, content curation involves strategically sharing existing content from other sources rather than creating new content of your own.

The most effective way to curate content is to bookend the most important part of an article or blog with your own content. The idea is for the linked content to support your argument and marketing objective. In other words, you want someone else's words to support your thought leadership, not the other way around.

4. Outsource It

If you need to create a quantity of content significantly larger than what your in-house team can handle, you should consider hiring a digital marketing agency to do the work for you. This is less expensive than adding salaried employees, and the content an experienced agency creates will probably be both more compelling and more effective than what your team can manage, particularly if they're already overworked.

Conclusion

To be effective, the content you create should never be random but should instead be aligned with a sound content strategy. Still, only 32 percent of marketers have a documented content marketing strategy, and more than half say they don't even know what content marketing success looks like. If you're among this group, you owe it to yourself to get the help you need to achieve the kind of content marketing success that will boost sales and help you grow your business.

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