Posicionarnos Content Marketing Curation 17 Content Marketing Tips for Any Size Budget

17 Content Marketing Tips for Any Size Budget


By Michael Brenner published

17 Content Marketing Tips for Any Size Budget

Producing content when you have a big budget is easy. Producing the right content  for your audience on any budget is the tough part.

I realize small businesses have resource constraints and their own special set of challenges. But there are plenty of examples of small-business content marketing successes.

My first job as head of marketing for a small company included a large objective of driving awareness as well as leads for sales. And my budget was a whopping zero. Nothing. Nada.

So how do you drive marketing results without a budget? The answer for me was to publish customer stories. I also repurposed a lot of existing content. I interviewed folks around the company in sales and customer support.

Guerilla content marketing is content created with almost no budget, simply by repurposing things your organization already produces.

Favorite content marketing hacks

Here are my top content marketing hacks to help content marketers at any size business with any size budget.

  1. Turn your executives’ SlideShare posts and speaker notes into articles.
  1. Turn every video your company has ever made into blog posts and embed the videos. Video Marketer Wistia does a great job of taking its own medicine with its video library. Check out this example of How to Shoot Video With Your iPhone.
  1. Answer the simplest questions about your topic.
  1. Create or cover a list of the top people to follow on your topic.
  1. Create a list of your favorite sources of content from others.
  1. People love lists and facts and stats. Create a list of facts to support your business’ overarching theme.

At SAP, we supported the notion that “technology was driving the future of business.” So we created a SlideShare post on 99 Facts on The Future of Business. It has more than 300,000 page views on SlideShare. Then we wrote an article about it that was published by Forbes with click-to-tweet links and gained another 10,000-plus views. This has been the most successful piece of content SAP ever produced!

You can replicate this content marketing hack with your own favorite:

  • Quotes
  • Videos
  • Conferences
  • Books
  • Blogs
  • Articles on LinkedIn Pulse
  • SlideShare presentations
  • Websites
  1. Reference current events and big changes in your industry.
  1. Relate your favorite TV shows to your topic like I did with Game of Thrones, House of Cards, and Mad Men.
  1. Customers, account people, and sales teams are great resources. Ask them to identify your customers’ biggest questions or FAQs. Then answer them in Q&A format.

What do you think? Easy right? Please let me know what you think or ask your questions in the comments below.

You don’t have to be an enterprise marketer with a large budget to benefit from Content Marketing World 2015. Save $600 when you register by May 31 (early-bird deadline) and use code CMI100.

Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Michael Brenner

Michael Brenner is a globally-recognized keynote speaker on leadership, culture, and marketing. Co-author of the bestselling book The Content Formula, Michael\’s work has been featured by The Economist, The Guardian, and Entrepreneur Magazine. In 2017, Michael was named a Top Business Speaker by The Huffington Post and a top CMO Influencer by Forbes. Follow Michael on Twitter @BrennerMichael.

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  • Excellent blog Micheal Brenner. As a content writer of B2B portal it is very useful for me to carrry out content marketing.

    But one doubt from my side can you say about the impact of negative brand keywords?

    Bizbilla B2B portal

    • One of the core principles of content marketing is to write for your audience not for the brand. So brand keywords (positive or negative) are more a question for the SEO agency of record for the brand / corporate website. I am not an expert on SEO but would say that if you create content your audience wants, that should attract an audience based on value and that should create a positive engagement for the brand that could at some point counteract negative sentiment of any kind.

      • Thank u Michael for your humble response.

  • Great article. This was very useful. Thanks 🙂

    • Thanks Phillipp. I am so glad you liked it.

  • Great article. It certainly gives us tips on introducing content marketing at a low budget. I would love to know what you would suggest as a strategy to a new digital agency who has launched a website and is looking to build traffic, sales or leads.

    • Thanks Jeffin. That’s the million dollar question! Check out my post from last week on how to build a content marketing strategy. There is also a slideshare on it at slideshare.net/michaelbrenner. Hopefully you can find those resources helpful.

      In that content, I propose the secret to building traffic if just creating the content your audience wants at a high enough level of quality to meet their needs and with as much frequency as you can. That’s why this article follows from that one. You can’t just buy the content. That doesn’t scale. You need your whole agency looking for these kind of tips to create more and better content for your audience.

      • Thanks a lot Michael. It was really helpful.

    • Thanks Robert, and yes that’s a great concept. Thanks for sharing!

  • Excellent post, Michael! Thank you!
    I often have to brainstorm ideas and topics that editors of top SAP websites ask me to propose for future articles/columns that I end up writing for them!
    Your article has truly given a fresh perspective on where to look for all the ‘gems’ and ‘assets’ strewn all around us, and that we never realize they actually exist!
    You have won a loyal fan here today! 🙂

    • Thanks so much Jawad. Happy to help!

  • So when you run a site all about dirt cheap startup stuff, articles like this really come in handy for my people 🙂

    I did want to ask, when you frame all of this content into posts, videos etc, how do you balance not having enough content (when embedding just a slideshare) and too much (when doing a Q&A)?

    Is there a good rule of thumb you go by?

    • Hey there, great to hear this was helpful.

      I don’t think you can ever have too much as long as the quality is there. Doing long form Q&As is working really well for companies like Buffer. For short form, I think it’s important to set a minimum. I would say 300 words is the lowest you should go with any “article” so that each slideshare embed gets 300+ words description. You can bang out 300 words in no time.

      As for the balance, I think it’s important to test the mix for your audience. Think about a starting point balance, and then test to see what resonates.

  • The Idea Of Creating Ebook with the Influencers is Brilliant. And using Info-graphics actually makes a huge difference in the readability and understanding of the article or content. FAQ turned into Q&A series is also a good content strategy.

  • Very helpful post, Michael. Especially for our upcoming Q3 content brainstorming session. From conversations with clients, we’ve found managing digital content creation to be the biggest challenge of 2015 for creative teams, as we outlined in our blog -http://www.inmotionnow.com/blog/in-house-creatives-workflow-challenge-2015/ I plan on sharing these tips with our followers to help them overcome this challenge. Thanks!

  • Now this is useful content, at times I worry that content marketing is prohibative for smaller businesses

  • This is good! Even though I do marketing, there are still projects that I do for personal ambition where it makes sense to use cheaper options. I still recommend setting up an inbound marketing campaign and use automated marketing if possible.

    Develop a process flow for all cold prospects, even those that visit your website. This will allow you to warm the prospect up by offering a few specific details and letting them start discovering your brand and offering. Once you see that they are going to your website and downloading your information or other key indicators that the buyer is ready, then you can trigger sales to follow up with the prospect. By this point, they will be more receptive to you.

    Joshua Farley
    Blue Phoenix Creative

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