Andrew Davis, Keynote Speaker and Best-Selling Author, Monumental Shift
“One problem most marketers face when it comes to budgeting is the willingness to stop the things that aren’t working and reallocate that budget in a timely way to things that might work better.”
A large part of budgeting involves deciding how to divide up the marketing budget pie. For many organizations, the marketing pie isn’t getting much bigger. It’s just being sliced more and more ways. Content marketers can’t always expect to get more money from somewhere else. They have to be willing to look at the content, formats and channels, media, and bought advertising, and they need to reallocate budgets toward things that will be more effective.
This also applies to budgeting time. If you’re sending out an email newsletter every week that takes you 10 hours to produce but you’re not generating revenue from it, maybe you should stop doing a newsletter and reallocate that time toward content that might be more effective.
One problem most marketers face when it comes to budgeting is the willingness to stop the things that aren’t working and reallocate that budget in a timely way to things that might work better. You need to be flexible enough to evaluate those things and be willing to reallocate budgets in a way that makes more sense.
This is an excerpt from 7 Experts on Using the Content Lifecycle to Maximize Content ROI. The eBook was generously sponsored by Aprimo.
