The Content material Advertising and marketing Institute’s not too long ago launched Content material Advertising and marketing Profession & Wage 2023 Outlook (registration required) highlights an enormous supply of dissatisfaction amongst content material entrepreneurs: the weighty workload. Twenty-four p.c of entrepreneurs say they’re “very” or “extraordinarily” pressured at work.
Complicating the workload difficulty is that budgets don’t appear to be rising on the similar tempo because the stress stage. Based on CMI and MarketingProfs’s newest B2B analysis, solely 50% of content material entrepreneurs count on their budgets to extend in 2023, in contrast with 66% who foresaw a rise in 2022.
For content material advertising and marketing groups with restricted in-house assets, these two truths pose a major problem: How do you create killer content material when your staff members really feel overwhelmed, and also you lack the finances to offer them extra assets?
One viable strategy is to behave like Batman: Attain into your gadget-stuffed utility belt and use free or low-cost instruments that make it simpler to provide efficient content material.
I’m talking from expertise right here. For instance, at one startup the place I led content material advertising and marketing efforts, there was no cash to allocate towards know-how or every other facet of content material creation and promotion. Zero {dollars}. I used to be compelled to make do with the free instruments I found on-line.
Listed below are 5 sorts of instruments to contemplate when you could make a huge impact with a small content material advertising and marketing finances (or no finances in any respect).
Must create killer content material, however your groups are overwhelmed and your finances is underwhelming? Act like Batman: Attain into your utility belt for available instruments, says @JohnJEgan. #sponsored Click on To Tweet
1. Graphic design software program
I’m hardly knowledgeable designer, however even I’ve been capable of produce enticing graphics with available – and free or low-cost – design software program. Just a few of my favourite design instruments are:
- Adobe Categorical: Price: Free fundamental plan; $9.99 for the premium plan, with a free 30-day trial.
- Canva: Price: Free fundamental plan; $149.90 yearly subscription for groups with as much as 5 members.
- Looka: Price: $20 for one-time emblem creation; $96 or $192 for a yearly subscription.
I’ve relied on Canva to generate graphics simply, and I proceed to be amazed at its versatility. For example, you’ll be able to produce infographics, social media posts, and movies via the platform.
In the meantime, I’ve used Looka’s AI-powered model id platform to create eye-catching logos. For instance, I made a emblem in Looka for my LLC, Jayhawk Media (proven beneath). You would possibly by no means guess {that a} non-designer crafted it.
Although I’ve tinkered with Adobe, I’ve but to create any graphics with it. Nevertheless, it comes extremely really useful by Doug Bonderud of HubSpot: “It’s straightforward to make use of, and it comes with a number of free templates. When you’re seeking to shortly create posters or movies for advert campaigns, [Adobe Express] is a superb alternative.”
Don’t be discouraged when you attempt a design software and aren’t keen on it. Experiment with different instruments till you discover one which works for you.
2. Infographic design software program
You can too produce infographics with Adobe and Canva.
Brian Wallace, founder and president of NowSourcing, an infographic design company, recommends Canva for “fast hit” infographics. “Many non-designers already use Canva for different initiatives, so that is a great match for them after they want a graphic in a rush,” he says.
Listed below are two different infographic design instruments you would possibly need to take into account:
- Infogram: Simple-to-use Infogram has come in useful once I’ve wanted infographic-like charts and different small graphics to current information in a lovely format. Value: Free fundamental plan; $19 a month for the professional bundle and $67 a month for the enterprise bundle. At $149 a month, the staff bundle could be a finances buster.
- Piktochart: After I taught myself the right way to create infographics, I turned to Piktochart. I discovered it intuitive (you don’t should be a graphics guru to get the cling of it) and versatile (due to its many customizable templates). By the way in which, you can even produce movies with Piktochart. Value: Free fundamental plan; $14 a month per staff member (as many as two dozen staff members) for the professional plan.
When you assume you’ll be able to’t grasp a minimum of one among these instruments, assume once more. Again in 2015, I jumped into infographic design software program for the primary time. (Nobody else at our scrappy startup had the time to whip up infographics regularly, and I couldn’t afford to outsource the work.) Whereas I’m nonetheless not a design knowledgeable, I’ve been capable of generate infographics that quite a few on-line retailers have printed.
For instance, I used Piktochart to create an infographic for an outside companies firm’s weblog, during which I shared 12 house décor and design tendencies.
3. Podcasting software program
Podcasting isn’t one among my areas of experience, however I do know that it’s rising in recognition. Based on Edison Analysis, the variety of People ages 12 and over who’ve ever listened to a podcast climbed from 57% in 2021 to 62% in 2022.
Picture by way of Edison Analysis
When you’re already immersed in podcasting, otherwise you’re gearing as much as launch a podcast, you’ll want some technological assist. And when you’re working with a decent content material advertising and marketing finances, you’ll need that assist to be free or low-cost.
One audio enhancing software it’s possible you’ll need to consider is Audacity, a free, open-source platform. In an off-the-cuff survey I performed, a number of podcasting consultants really useful this software. For one motive, it’s a multitasker: You may edit and document audio for Home windows, macOS, GNU/Linux, and different working programs. Oh, and it doesn’t damage that Audacity is free.
Podcast producer Richard Butler says Audacity stays a mainstay for a lot of podcasters due to its strong options. “There are tons of upon tons of of tutorials for this software program, however everybody I’ve ever taught to podcast has picked it up comparatively shortly,” he says.
Listed below are three different audio enhancing instruments that individuals in my casual survey praised:
- Riverside.fm: Linda Melone, a B2B copywriter and podcaster, likes Riverside.fm as a result of audio is saved domestically on a podcaster’s pc, main to raised sound high quality. The choice is cloud-stored audio, which could be topic to technical glitches. Value: Free fundamental plan, $15-a-month customary plan, and $24-a-month professional plan. Pricing for the enterprise plan is tailor-made to every shopper.
- GarageBand: Melone recommends this Apple software as a result of it’s free and already constructed into Mac computer systems, iPads, and iPhones. Though she lauds the sound high quality, it does have some limitations: “I discover it’s not very intuitive, so I don’t all the time use it,” Melone says.
- Reaper: Butler calls Reaper a “subsequent step up” from Audacity. Among the many pluses he mentions are that it’s extra user-friendly than Audacity and gives an array of results. As well as, he appreciates that Reaper expenses solely a one-time charge ($60 for a reduced license for sure clients, resembling nonprofits and academic organizations, or $225 for a business license). Reaper gives a 60-day free trial.
4. Editorial calendar software program
Certain, you’ll be able to preserve your editorial calendar in a spreadsheet. However how useful is that? (Trace: not very.) Subsequently, it’s best to discover free or low-cost editorial calendar software program to maintain your content material advertising and marketing practice on observe.
My favourite on this class is Trello, which is billed as a software for managing initiatives, organizing duties, and constructing collaboration. I discover Trello straightforward to understand, even for essentially the most non-techie individual on the market. Most significantly, it does exactly what it’s speculated to do.
Within the pattern Trello board (beneath), content material items are tagged, annotated, and organized into classes based mostly on their present stage within the content material workflow.
Picture by way of HubSpot
Trello’s fundamental plan is free. The usual plan for smaller groups is $5 per person every month; the premium plan for bigger groups is $10 per person every month. The next-cost enterprise plan is on the market.
Whereas I’m an enormous fan of Trello, it won’t be the best choice for you. Content material Mavericks recommends a number of instruments price investigating, together with:
- Airtable: As Content material Mavericks describes it, Airtable “is an all-in-one collaboration software with highly effective editorial workflows.” Value: Free plan for people and groups; $10 per person every month or $20 per person every month for upgraded plans, with free trials for each. An enterprise-level bundle can also be out there.
- Move-e: Based on Content material Mavericks, “Move-e turns your Gmail and Outlook into Trello-like activity lists whereas letting you add notes, to-dos, and due dates to emails. Good when you love figuring out of your e mail and need to get rid of the necessity for an exterior editorial calendar.” Value: Free, though the staff plan is geared towards use along with Kanbanize, a paid product from the identical firm.
- Zenkit: Content material Mavericks notes Zenkit is a undertaking administration software that may double as an editorial calendar. Value: Free private plan; $9 a month per person for the “plus” plan and $25 a month per person for the marketing strategy. A custom-made enterprise plan can also be out there.
It’s price noting that I haven’t tried Airtable, Move-e, or Zenkit. As such, I’d counsel testing editorial calendar software program, ideally via a free trial, earlier than spending cash on it.
5. Video enhancing software program
Cisco as soon as predicted that web video site visitors would signify 84% of all shopper web site visitors by 2022. It’s a extensively quoted statistic that is sensible, on condition that YouTube ranks because the second most visited web site within the U.S., in line with Semrush.
Will that in thoughts, video ought to be a key a part of your content material advertising and marketing program. But when your finances can’t accommodate hiring a videographer, what do you do? You shoot your personal video (maybe on a smartphone) and edit the video with free or low-cost software program. Listed below are 4 video enhancing instruments that deserve a glance.
- Canva: Canva will get a nod right here as a result of its visible content material capabilities are so versatile.
- Clipchamp (Home windows units) and iMovie (macOS and iOS units): A number of individuals I surveyed talked about Clipchamp and iMovie. Why? As a result of free variations can be found and are suitable with Microsoft (Clipchamp) and Apple (iMovie) software program. Value for Clipchamp: Free fundamental plan; $119.99 a yr for the upgraded plan. Value for iMovie: Free.
- Adobe Premiere Professional: Joey Campbell, director of natural development at Nike (a former shopper), tells me he sometimes makes use of Adobe Premiere Professional (generally known as Premiere Rush for cellular) to edit movies. “I feel it’s one of the crucial subtle video enhancing suites on the market, nevertheless it does have a studying curve for newer video editors,” Campbell says. Value: $20.99-a-month particular person plan; $35.99-a-month marketing strategy.
- Descript: Bart Frischknecht, co-founder and CEO of Comomba, supplier of a content material advertising and marketing platform, likes iMovie, Soapbox, and Vidyard. However he’s on the point of change to Descript, which additionally obtained suggestions from different individuals I surveyed. Frischknecht makes use of the free model of Descript, which additionally offers audio enhancing options. He hails this software for its “very robust” transcription capabilities. “I can seize the transcript and make a close-captioned file or reuse the textual content in a weblog, which is superior,” Frischknecht says. Value: Free fundamental plan; upgraded plans for $12 per editor every month or $24 per editor every month. A custom-priced enterprise is on the market too.
The underside line
Sure, it may be daunting to provide content material on a shoestring finances. However with the best instruments, angle, and time administration, you and the remainder of your content material advertising and marketing staff can generate high-quality content material that your viewers will assume got here from a high-dollar initiative.
All instruments talked about are recognized by the creator. When you have a software to counsel, please add it within the feedback.
About Jayhawk Media 
Printed by Jayhawk Media LLC affiliate HawkStar Press, The Stripped-Down Information to Content material Advertising and marketing: Success Secrets and techniques for Inexperienced persons is designed to assist companies study key classes about content material advertising and marketing, keep away from errors, save time and construct income. Purchase the e-book on Amazon.
Jayhawk Media makes a speciality of content material creation and content material advertising and marketing technique; HawkStar Press is its publishing arm.
