Page 47 - The Ultimate Guide to Content Marketing

When you have the budget to move be- Here’s the thing. If you start with a large bud-
yond blogs, social media and explainer get but haven’t yet mastered the efficient

videos, you can start moving into creating use of your content marketing dollars, you
a multi-dimensional brand ‘world’ that your could be losing a chunk of your budget.

audience can not just buy from, but also be- For B2B marketers, on average, 70 percent
come a part of. This is where you’ll find not of content created never gets used. That’s

just your traffic and lead generation num- mind-blowing!
bers rising but also your loyalty metrics.

So, to figure out how much is enough, look at need but also to avoid wasting your budget
the content marketing budget as an evolv- simply because your organization doesn’t

ing number. Even if you end up with a small yet have enough experience with content
budget this year, that doesn’t mean you marketing, what it can do, and what chan-

won’t be able to increase it by 10 percent, nels and tactics make the most sense for
20 percent, or more in the following year. your brand.

This gives you the flexibility to have what you

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