We are all likely tired of the phrase “content is king” — but that doesn’t make it any less true, especially for B2C brands. You produce consistent, high-quality, authentic content. Or … you don’t. Despite how often we’ve all heard the aforementioned phrase repeated, it is surprising the number of brands that either started blogging only to take a several-year (ongoing) hiatus or to have never started at all. For those for which money is the thing holding you back, we’re going to take this time and space to explore how to create consistent blog content on a budget.
First, let’s start with the importance of creating regular blog content.
Blog content is a necessity for brands
Let’s begin with the numbers. According to HubSpot, businesses that blog receive 55 percent more website traffic than those that don’t. Moreover, companies that blog generate 67 percent more leads than those that don’t. That’s a pretty compelling case for why B2C brands need to be producing regular blog content.
But let’s go beyond the numbers. Afterall, it’s all about relationships. Blogging is a way for brands to connect with their audience on a more personal level. It allows them to share their expertise and insights, tell their story and demonstrate their values while adding value for customers. It’s a chance for brands to show their human side, engage with their audience and build a loyal following.
Producing regular blog content on a budget
Now you might be thinking, “That’s all well and good, but how can I produce regular blog content without breaking the bank?” The good news is that there are ways to produce regular, high-quality blog content on a budget. Here are some things to consider:
Focus on quality over quantity.
You don’t need to publish a blog post every day to see results. However, if you quickly create and publish a post every day simply to post every day, this can hurt you more than help you. Focus on producing high-quality content that resonates with your audience, even if it means less often. Even one well-done blog post per month is better than five poorly executed posts per week.
Repurpose your content.
You don’t have to reinvent the wheel. If you have already created a piece of content, don’t let it go to waste. Repurpose it into different formats: A presentation, video, podcast or infographic can all be transformed into a blog post (and vice versa) — and parts of several blog posts can be repurposed into a new post.
Make easy work of it.
Save time by using a simple format, such as the Q-and-A, which typically requires only a transcript, an introduction and some editing. You can also kill two birds with one stone, or knock out two blog posts with one interview, if you will. Ask questions for two different stories or topics during one interview to maximize your ROI.
Work with an outside expert.
You don’t need to hire a full-time content writer to produce regular blog content. In today’s freelancer-focused world, you can hire a professional to do it for you without having to pay a full-time salary or cover benefits. Not to mention, when you engage with an outside partner, you’re working with someone who is an expert in their field; they know how to get the work done efficiently and well, and have worked with clients of all sizes and budgets. Plus, they can often do the work of repurposing for you.
The proof is in the ROI
So, as the phrase goes, “Content is king.” But that doesn’t mean you have to spend like a king. Producing regular blog content may be a necessity for B2C brands that want to connect and engage with their audience, as well as build rapport and a loyal community, but it can be done with nearly any budget. With a little creativity and resourcefulness, even brands with limited marketing budgets can find a way to create consistent, high-quality content that sets them apart.