There is still an erroneous view held by some marketers that content marketing is virtually akin to free advertising. And all too often we see campaigns stall because, like a long distance runner who didn’t have any breakfast, they simply don’t have enough fuel to keep their legs moving.
Successful content marketing strategy requires momentum. You need a steady content marketing funnel – and that means budget to create a consistent supply of quality content and to get it in front of your audience. Quality engagement with no investment is an oxymoron. It’s a no win formula.
In a recent article, content marketing proponent, Ian Blake, commented that, “Whether you’re budgeting actual money or whether you’re budgeting your time and internal resources (which, of course, restrict your earning potential in other areas), it amounts to the same thing: you need to be prepared to make an investment if you want to see the returns.”
In the same article Blake points out, “The companies who are willing to commit the largest proportion of their budgets are the ones seeing the highest returns. 55% of B2B marketing respondents now say they plan to increase their content marketing spend over the next year.”
If you think you won’t be able to keep running, or just want a rest from B2B or B2C content, it might be best to rethink your strategy before pulling out from the race altogether. Luckily, you have Imagic waiting just up the road with a watering station packed with content oomph and smarts to keep you going.