May 27th, 2015
Written by: Michael Brenner
Producing content when you have a big budget is easy. Producing the right content for your audience on any budget is the tough part.
I realize small businesses have resource constraints and their own special set of challenges. But there are plenty of examples of small-business content marketing successes.
My first job as head of marketing for a small company included a large objective of driving awareness as well as leads for sales. And my budget was a whopping zero. Nothing. Nada.
So how do you drive marketing results without a budget? The answer for me was to publish customer stories. I also repurposed a lot of existing content. I interviewed folks around the company in sales and customer support.