Content Marketing on the Cheap: Columnist Offers 30 Low Cost Ideas

“If you ever want to really annoy a marketer, tell them that content is low cost marketing,” Sasha Zinevych wrote recently on the content marketing blog “While the thought isn’t entirely false, content certainly isn’t cheap.”

Nevertheless, Zinevych then embarks on a journey to share 30 low-cost ideas with content marketers that will let them make an impact right away – even on a shoestring budget. Here are the first five:

1. Interview A Customer. Conducting a 30-minute interview with a customer provides a sizeable chunk of low-cost content that can be re-purposed into a wide range of features including case studies, blog articles and buyer persona profiles. But make sure to get the customer’s permission first.
2. Answer Questions. Anyone who frequents social media or blogs has seen questions posed by readers. Make a content marketing splash by answering those questions and publishing the response.
3. Welcome Guest Posters. There potentially is a vast, untapped content resource to be gained by welcoming guest contributors to your site. But develop and publish guidelines before opening the virtual doors to any and all comers.
4. ‘Slideshare’. Your company produces tons of Powerpoint documents for internal and industry sharing — why not repurpose these content resources for your site? Identify slides and presentations that can be easily edited and updated, then upload them to Slideshare to gain maximum visibility.
5. Conduct A Poll. If cost and personnel prevent you from launching a study or penning a major white paper, try doing a quick poll on Facebook or LinkedIn. Once you have the results, it’s relatively easy to report the results in your blog.

G2Market Inside Scoop: Kicking off a content marketing initiative can feel intimidating at the start, and that has caused many companies to delay kicking off such programs until they have all their ducks in a row. That’s a mistake because lost time can seldom be recovered. But content marketers equally must guard against initiatives that at best are not ready for prime time and at worst have the potential to damage the brand. As Zinevych points out, there can be high value in these low-cost strategies.

(To check out Zinevych’s other 25 tips visit


- Susan Aluise
Sr. Editor, G2Market