How to get more from a shoestring content budget

Content is still king. Informative, educational content one of the most effective ways to engage  people with your brand. That’s why 73% of B2B marketers are investing in content marketing, rather than promoting products or services with direct sales messaging. 

Like any form of marketing, great content does require a budget, whether it’s an in-house creator’s salary or bringing in more flexible support externally. But getting results doesn’t have to break the bank.


Here are four ways to get more from a modest content marketing budget:  

  1. React to industry trends.

    A fair chunk of your time and budget for content creation is often eaten up by planning the topics that will resonate most with your audience.

    While it can make business sense to have that entirely penned in ahead of time, you can often be just as effective by minimising time on an editorial calendar and simply reacting to what’s happening in your industry every week or month. What’s your take on the latest news? How is it impacting on your business? Why do your clients or customers need to know about it?

    Don’t forget, though: you still need an overarching strategy defining who you need to reach, how you’re going to do it, and what success looks like.

  2. Repurpose what you already have.

    Once you’ve published and distributed your written words, audio, video or imagery, their value doesn’t end there. Think of this instead as ‘pillar content’. Pillar content is the information you’re educating your audience with, which can then be repurposed into other forms of media.

    Let’s say you’re in manufacturing, and you’ve created a white paper explaining how 5G will disrupt the industry. That’s your pillar content. And those insights could now become, say, a series of blogs, perhaps summarising each section of the white paper. Or recorded as a podcast or video, or visualised in an infographic. Or all of those things.

    That gives you more opportunities to engage with your audience, without the costs of creating new content from scratch.

  3. Include long-tail keywords.

    This one is all about your SEO. If you’re new to the topic, take a look at this first. Long-tail keywords are more specific, and often longer words or phrases your audience might be searching for. Although the shortest, most commonly searched keywords, like ‘finance in Leeds’, get the most traffic, they’re also the ones with the most competition.

    Using more specific, focussed phrases like ‘Leeds finance recruitment agencies’ means you’re not vying for page 1 with websites on ‘Leeds Masters degree Finance’, ‘Finance for businesses in Leeds,’ ‘Leeds finance society’ and so on. 

    It’s a quick and effective way to get more bang for your buck; long-tail keywords now generate 57% of all Amazon sales.

    If you’re not sure which keywords to choose, there are lots of free tools out there to help. Here’s a list of those tools
  1. Choose quality over quantity.

    The golden rule. Quality content – that is, well written, authoritative, useful content – always trumps quantity. So if there’s only time to draft a in-depth, expert piece on one topic or rush through five that scratch the surface, opt for the former. That’s where your prospects, leads or clients will see the most value – and where you’ll generate more leads.


Mark Williams is Founder & Content Lead at Lightbox. Can we help you grow your business with content marketing? Get in touch at or 0113 433 4470. 

Twitter     Instagram     LinkedIn