What counts as good content marketing for a mid-level budget? Your strategy should employ a balance of your strengths (speed and focus on good content) while avoiding things that businesses with large budgets might do better (such as trying to cover every aspect of your market’s concerns).
Since you don't have the “universal coverage” that larger-budgeted competitors have, it’s important to know where and how you can deliver your message most effectively.
This will allow you to make a real presence in the fields you choose to dominate. You can’t outspend larger competitors, so you can out-maneuver them instead.
Get the Right Kind of Help
Take advantage of your smaller size to be more agile than the "big guys" – and bring in the right kind of help. Most mid-level companies don’t have the resources to hire a large marketing department, but content marketing requires a lot of work in man hours. An easy solution is to outsource a marketing department that specializes in content. This way you can leverage the cost savings of content marketing (versus paid advertising) without committing to a larger staff. An outsourced marketing partner can support your head of marketing in implementing your plan for content coverage.
Don't Compete in Big-Budget Strong Areas
The only real advantage that a company with a large content marketing budget has over you, is their potential to produce a broader spectrum (or simply larger quantity) of content. You can minimize their advantage over you, as well as maximize your own strengths, simply by not competing on their terms.
Instead of stretching your budget over webinars, blogs, video programs, and a digital magazine all at the same time, make one of these your focus. Do that one thing better than anyone else. It's better to stand out from the crowd with limited offerings than to only make a mediocre presence across the board. A natural starting point is an editorial calendar composed of blog posts and targeted white papers, followed by social media support.
As you grow, so will your variety. Begin by knocking a home-run where you perform best. It is infinitely better to make your name off of just one media presence than to be ignored in a dozen different places.
Use Your Content Wisely—Multiple Times—by Repurposing
You will find that over time you can reach a broader range of coverage with different types of content while still using the same base idea for your content.
Your webinars, for example, can easily be turned into downloadable interviews or transcribed into reports. Infographics and other images can be turned into slideshows—or into quality videos, with just a bit of narration. Blog posts and articles can be easily repurposed as informative videos, PDFs, offline marketing material—just about anything.
Over time, repurposing your content this way can give you coverage similar to your big-budgeted competitors. While it shouldn't be the main thrust of your strategy, it can gain you a lot of leverage when done well, and at very little cost.
Summing Up Your Content Marketing Strategy
Don't be cowed into thinking that you can't compete just because your budget is not the biggest in town. And don't play the game of someone with a big budget. Get focused, get the right help and repurpose where you need to.
Remember that you can't just spend your way to the top. You'll have to stay flexible and loose compared to the big money while using your resources to make bigger gains than the little money.