5 Strategies for a Cost-Effective Content Marketing Strategy

Scott Lambert

cost-effective-content-marketing.jpgYou've heard the old sayings: "Nothing in life is free," "there's no such thing as a free lunch," and so on. These clichés certainly apply to the myriad of content marketing and online marketing strategies that you can use to boost brand visibility, generate leads, and drive conversions for your business.

If you're worried that your digital outreach efforts will break the bank, force you to raid funds laid out for other essential expenses, or cut into your profits, you can rest easy with the knowledge that some forms of digital marketing offer a tremendous bang for your buck. 

These five (5) cost-effective content marketing strategies are a great place to start.

1. Repurpose Infographics and Other Relevant Content with Proper Attribution

An infographic isn't the first thing that comes to mind when one hears the phrase "cost-effective content marketing." It takes time and money to produce high-quality infographics.

However, there's no ethical or legal prohibition against reusing infographics created by others - as long as you provide proper attribution to the original creator.

If you use a "secondhand" infographic, make sure you directly relate the data or trends it describes to your own experience. For instance, you might use, with attribution, an infographic to highlight similar trends that you're seeing in your own business.

2. Invest in Press Outreach

Public relations and other forms of traditional press outreach can quickly become time consuming. However, you don't have to retain a PR firm or hire a team of communications specialists to flesh out your internal media relations team.

Instead, form social media relationships with influential journalists, product reviewers, and other key press people in your trade area. Email "teaser" releases to a regularly updated list of folks who have covered your company in the past or expressed interest in doing so in the future.

Write up tailor-made press releases for direct distribution to relevant publications - either through a wire service or your own digital Rolodex.

3. Break Down Your Gated Content Walls

Gated content certainly has its place in a content marketing arsenal. However, there's also something to be said for repurposing previously gated content in free, available-to-all form.

For instance, you might turn a lengthy, formerly gated white paper into a series of blog posts outlining "bite-sized" solutions that add up to the same "whole" described in the white paper. Visitors and prospects are sure to appreciate your charitable spirit.

4. Mine Your Email Inbox for Blog and White Paper Ideas

Who said your inbox was a wasteland of trivial communication and spam? Maybe some of your old email falls into one of these two categories, but there's also plenty of content marketing gold in your email trove too.

Set aside a few hours one weekend or evening to go through your email archives and extract useful ideas for blog posts, white papers, and other forms of content marketing.

5. Repurpose Sales Presentations for Online Distribution

Get in the habit of immediately repurposing sales and informational presentations (unless they contain proprietary or customer-specific information) as public-domain slideshows on a platform such as SlideShare. Your website visitors and prospects are sure to find the information useful.

Slideshows are also great for cost-effectively conveying concepts best described using visual media - and appealing directly to prospects best described as "visual learners."

Learn How to Improve Online Marketing from the Pros

You don't have to invest a significant sum to improve your online marketing strategy or hone the individual tactics that you use to snag qualified leads, drive conversions, and boost sales. All you need is a sensible, comprehensive approach to cost-effective content marketing.

If you need any help figuring out how to improve online marketing for your business, don't hesitate to reach out to us at your convenience.

Content marketing is just one way to grow your business. To learn other tactics, download the free whitepaper “Learn the 8 Critical Ingredients of a Digital Marketing Plan.”

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Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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