Ideally, you probably want an entire department to handle your content strategy — someone to head up your company blog, someone to devote themselves to webinar production, someone to handle any design work — you get the idea. Unfortunately, a lot of B2B companies don’t have this luxury.
Many companies have these responsibilities (and more) split between just one or two people, and that’s before factoring in the actual strategy that goes into producing all of this content. The reality of content marketing is this: while we would all love to create our own original content and present it across different mediums, we are limited by our resources.
But hey, cheer up! There are plenty of viable ways that content marketers have found to get around their limited resources, from curated content to partnerships and outsourcing. Let’s take a look at a few of the options out there, so that you can decide which methods best fit your goals and budget.
Want to start a company blog, but don’t have a team of writers to draft up original posts? Curated content, or gathering together content that others have already created, is a great option — as long as it’s done right. If you’d like to pursue this route, keep the following tips in mind:
- Give your curated content a voice. Don’t just gather a smorgasbord of blog posts and articles and call it a day. Be intentional about the content that you choose. Does it fit a certain theme? Can you group all of the content you’re collecting under a common umbrella?
- Add value. Instead of copy and pasting someone else’s content to your company blog, add your own commentary. What points really stuck out to you? How does this apply to your audience?
- Attribute content that’s not yours. One of the most important parts of curated content is attribution. Don’t take credit for work that’s not yours. Include links to the original source whenever you’re working with content that’s not your own.
Don’t rule out a cool content idea just because it feels too big. You’d be surprised how many companies are thinking the same thing about a piece of content they want to create — your two teams could very well be able to fill in the gaps that each team is missing on their own. If you come up with an idea for a content campaign you want to run, but don’t quite have the resources to make it happen on your own, try approaching some of your partners or companies you work with to see if they’d be interested in a co-branded piece. Often, one team can handle copy or design while the other handles the operational aspects. Everybody wins!
Sometimes, if content curation or co-branded pieces don’t sound feasible, or if you want to tackle a huge content project, outsourcing your content might be your best bet. While this will cost you budget, it will also free you up to pursue other initiatives that you have on your plate, helping to save time and resources in the long run. Look for agencies that have done work that you like, and make sure that your goals and deadlines are clear and aligned.
What other ways have you found to develop a successful content strategy with limited resources? We’d love to hear your thoughts in the comments.