Unique, compelling content has long been a scarce and valuable online commodity.
Consumers, brands, software companies and even search engines have created a booming industry around creating, organizing, consuming, sharing and measuring content. With the wide adoption of social media and the maturation of email, sales and marketing automation platforms, content is more important than ever before.
The cost of creating engaging content is significant, and ensuring that content reaches the desired audience can increase the required investment. This article outlines effective strategies for persuading management to give you a larger content marketing budget.
In a recent study by Content Marketing Institute, 46 percent of consumer brand marketers surveyed indicated their biggest challenge with content marketing programs is securing proper funding. Nevertheless, the average brand marketer invests 25 percent of its total marketing budget on content.
Before we discover how to increase that number for your organization, let’s get a bit more background on the evolving content marketing industry.
Content marketing budgets increase with industry growth