So your organization is ready to jump into the content marketing game. Time to develop some delightful, helpful content, wait for the Internet to freak out, then pat yourself on the back when your sales team is bombarded with qualified leads, right? Well, not exactly.
Creating content that solves people’s problems and generates good vibes for your brand is half the task. Paying to distribute that content is the oft-underestimated—but critical—other half. Unfortunately, people aren’t hanging out on your website all day waiting for you to publish your latest nuggets of expertise. They’re busy, and they’re drowning in information. You have to find out where your audience spends time online and invest in placing your content in their line of sight. Otherwise you risk having those great assets go unseen and having to explain to stakeholders why your investment isn’t generating results.
So how do you budget effectively for both sides of the content coin, creation and distribution?