02/01/2015 9:36 AM IST | Updated 15/07/2016 8:24 AM IST

Content Marketing For Startups On A Budget: 5 Rules To Live By

BONN, GERMANY - AUGUST 19: Hands of an African businessman on a laptop during a business meeting on August 19, 2014, in Bonn, Germany. Photo by Ute Grabowsky/Photothek via Getty Images)***Local Caption***
Ute Grabowsky via Getty Images
BONN, GERMANY - AUGUST 19: Hands of an African businessman on a laptop during a business meeting on August 19, 2014, in Bonn, Germany. Photo by Ute Grabowsky/Photothek via Getty Images)***Local Caption***

It's old news that content marketing is giving traditional channels of marketing a run for their money. It has a larger presence, reaches more number of people, boosts your online visibility, and is comparatively cheaper than most other methods of marketing.

The real good news is that you don't have to spend a ton on content marketing to get excellent results. Of course, there are companies who are sparing no expense in unfurling their digital campaigns, but content marketing doesn't have to be expensive to be effective.

Here are five ways in which your startup can make the most of content marketing even if you don't have a lot to invest in it.

Devise a Smart Strategy

The best way to move forward is with a clear plan in mind. This will not only save you time, but also a lot of effort and money, while bringing you good results.

What do you want your content marketing efforts to accomplish?

  • Climb up the search rankings?
  • Build for you an authority in your niche?
  • Acquire more business?
  • What kind of market are you targeting with your content?
  • How much can you afford to spend on it?
  • How much time each day/week are you willing to commit to it?

Don't be one of those companies eager to plunge into content marketing but only with a vague idea of how they will proceed; before they know it they have already wasted a lot of time and money on it. Your efforts should be well-directed; a solid content marketing strategy will guide you through this.

Build a Good Team

Dedicated, informed, and continuous efforts are the key to making content marketing work. Because this is time-intensive, it's best to put in place a team for it.

If you are just starting out, you may not be able to afford a full-fledged team just yet. You can outsource your requirements to a reputable content marketing agency and benefit from their expertise. You will at once save money, as well as start building a brand for yourself as you grow.

If, however, you are keen on managing your content marketing yourself, there are a number of excellent resources available on the Web to help young businesses get started with content marketing. It is a lot of reading but it will be more than worth your time.

Put in Place the Right Metrics

All your marketing efforts should represent good ROI or you're doing something wrong.

Once you are clear about what you want your content marketing to accomplish, devise metrics to measure your growth. Do so at the end of each month to trace your progress. If you are not progressing as desired, tweak your strategy for better results.

Create a Quality Blog

People love reading.

Agreed, they may not always have the time for long-winded posts, but the rate at which content is being churned out on the Web shows that there's a lot of demand for knowledge.

Your blog can be your greatest tool in giving your target market the kind of content they would love to consume and keep coming back to. It's an excellent way to build relationships and bring more customers into the fold.

There are a number of techniques that you can implement to make the most of your blog. And none of them require you to spend extra on it.

Establish a Strong Presence and Be Active on Social Media

Your great products and all the clever things you create on your blog need to be advertised. Social media is the best and the cheapest way of reaching large numbers of people. A good presence on social media also brings with it enhanced credibility, which will further add to your brand value.

Social media can also be used to solve customer queries, drive customer interaction, and reach out to new markets. You will, however, need an accomplished social media marketer for this.

If you don't have the money to bring anyone on, learn the ropes yourself via a number of excellent guides on the matter on the Web.


There is nothing in content marketing that makes it an inherently expensive undertaking. It does, however, require a lot of thoughtful planning, detailed knowledge of the field, and careful execution of the plans to achieve good results. Thankfully, there's a lot of help at hand. So don't let a lack of funds hold you back from getting started on your content marketing ambitions.