Here are 3 tips to help you scale up your B2B content marketing strategy.
Companies that continue to put out marketing content during an economic downturn are actually more visible due to less overall output in the market. Take the 2008 recession as an example, companies that continue to invest in marketing came out of the recession with 256% higher sales than their counterparts. Scaling up while cutting down cost is not easy, but here are the tips on how you can do that.
Tip #1 is to start creating your branded videos in house as opposed to outsourcing your video content creation.
With outsourcing, marketing teams report that each video could cost anywhere between $7000 to $10,000 dollars with a 2-week turnaround time. By bringing video content creation in-house, you can create more videos in less time, thereby scaling up while cutting costs. This also gives your team more creative control as they will be in the driver’s seat for all of your content. And of course, to do that, you’re going to have to bring in new tools and some education and training. Nowadays, there are lots of online video creators like Lumen5 that’s designed for the average person to be able to create video content. This means that there are more alternatives than ever, than to pay thousands of dollars for professionally crafted videos. This allows you to allocate your big budgets for your big video projects and leave it to the professionals while bringing your daily social videos in-house.
Tip #2 is to invest time in creating video templates and repeatable structures.
Just like other types of assets, having templates in place will drastically speed up your workflow. Having video templates means that your team members wouldn’t have to create a new video from scratch every single time. They can load up the template and find pre-populated content with the watermarks, and the branding, all there ready for them, ready to go. When you have a set of video templates, that also opens up the possibilities for other teams to get involved in video creation, everyone from IT for creating internal communications content, or HR for building employer brand. Branded video templates allow you to create more video content, more quickly, making it possible for you to again scale-up content while reducing costs.
Tip #3 is to repurpose and circulate your B2B content.
It can be expensive to scale up new content but much more affordable and efficient to repurpose content that you’ve already produced. Every blog post could be turned into 5 to 10 tweets, an Instagram carousel, a webinar deep dive, a podcast episode, a YouTube video, and really you have unlimited options. Once you’ve brought the tools and skills of video in-house, a great starting point is to just go and turn all of your blog posts into videos so you can retell those stories in a new and engaging way. That’s all I’ve got for you today. Hopefully that was helpful and I’ll see you in the next video.
