The Importance Of Budgeting For Content Marketing In 2017. It’s fall again, which means it’s time to plan your budget for the coming year. Content Marketing Institute’s latest trends report stated that, on average, 29 percent of brands’ total marketing budget is spent on content marketing alone. It’s time to stop making excuses about content. They don’t understand how great the ROI can truly be. Well, as someone whose content earns him things like sales, partnerships, speaking opportunities, and awards, I can assure you the return is completely worth the investment. Nobody said content marketing is easy (you’re not going to see sales skyrocket after publishing one article), and measuring its results takes work. But when you’re willing to put in that effort, your results speak for themselves. Again, content marketing isn’t going anywhere. Not everyone realizes this yet, so by putting it off, you’re just delaying the inevitable: that you will eventually need content marketing to completely round out your marketing strategy.
I’m having an intense case of déjà vu. It’s fall again, which
means it’s time to plan your budget for the coming year.
How to budget for content marketing is one of the most common
conversations I hear being brought up this time of year.
I could talk about the importance of setting the right content
marketing budget until I’m blue in the face (which I might be
before the end of this article). I even discussed
trends that will help you budget for content marketing last
year. But it seems like regardless of how often I write about it, I
still hear marketers and business leaders claim, “At the end of the
day, we just don’t have the budget for these efforts.”
There’s typically a lack of education around content marketing
that results in challenges to
overcoming C-suite objections and getting executive buy-in.
Unfortunately, if you’re putting off adding content marketing to
your marketing efforts (or calling it quits after just a couple of
months), you’re not completely alone; that disillusionment for all
the wrong reasons will be one of the big
trends in content marketing this year.
But not everyone will fall for that trap.
Content Marketing Institute’s latest trends report
stated that, on average, 29 percent of brands’ total marketing
budget is spent on content marketing alone. Thirty-nine percent of
marketers anticipate that budget will increase, while 45 percent
say it will stay the same. These numbers show that your competitors
are getting their acts together and making room for content
marketing in their budgets while you sit in the corner making
budget excuses. January is just around the corner, and you don’t
want to be late to the party.
It’s time to
stop making excuses about content. If these numbers aren’t
enough to convince you that 2017 is the year, let me outline a few
more reasons that will put this excuse to rest once and for
all.
1. You’re basically admitting you’re lazy.
When people tell me they don’t have the “budget,” sometimes
that’s a code word for “time.” Listen, I understand how busy life
can get. It’s gotten to a point where my wife will literally
forbid…
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