Defining the Details of Your Content Marketing Budget

If your company is just starting to put a major focus on content marketing as a part of your online strategy, then it is important that you go about it in the right way. Defining the details of your content marketing budget is the first step to creating a successful content marketing campaign. Let’s take a look at some of the factors that go into a content marketing budget:

1. Sales Strategy

While the marketing and sales departments may still see themselves as entirely different entities, these departments should indeed share data when it comes to content marketing. Sales cycles play a strong role in determining the types of content that your organization should create and promotion. Make sure that you allot a percentage of the budget to making sure that your sales team can effectively collect data from customers to prove if the strategies are working or not. You should collect data regarding buyer personas from the sales team.

2. Promotion

Promotion of the content should be at least 50% percent of the content marketing budget. While most outfits recommend putting a greater percent of the budget towards the promotion, this is simply unrealistic. Spending all of the budget on promotion without considering if the content that is being created is actually effective, or even of interest to your audience, is a waste. Gather the data first and then up the amount of the budget that is being put towards the promotion of the content.

Spending all of the budget on promotion without considering if the content that is being created is actually effective is a waste.

3. Data Collection

When it comes to marketing, the ability to track and analyze campaigns is essential for your success. Your team should consider which tools will be needed to effectively measure the success of your content marketing campaign. This step will likely require investment in event-based tracking tools, as well as, marketing automation software.

4. Content

Who is actually going to be responsible for the creation of the content? Are those individuals experienced enough in your area of expertise in order to determine where your content strategy should be headed? Are they knowledgeable enough to speak to the audience that you are trying to target? The marketing team must locate the appropriate individuals, which will likely come at a significant cost. Plan to allot 50% of the budget to the creation of the content itself. This can allow for changes in strategy as your content marketing plan moves forward.

Content marketing is more than simply creating and promoting content. A solid plan must be put into place if effective results are to be produced. If you need assistance with creating a budget for your content marketing campaign, click here to sign up for our Growth plan.