Marketing Budgets Must Allow for Testing New Technology

If you’re in charge of your company’s content strategy and your job is to optimize your company’s brand awareness, then it’s critical that you are aware of the constantly changing landscape of content marketing.  You, more than anyone in your company, understand the power of online content.

While the concept of content marketing isn’t new, the platforms and engagement tools that are now available on the market are very fresh and exciting!  Have you explored any of them yet?

I know what you’re going to say: “I don’t have budget for it.” You either included content marketing in your budget, or you didn’t because you haven’t been introduced to it yet.  I’m sure you budgeted for all the same things you’ve traditionally done.

I had the opportunity to discuss content marketing and content curation very recently with Craig Wallace, the former CEO of AOL Canada and now a Board Member for Atomic Reach. He suggested that companies today not only need to test some of these latest tools, but it would be irresponsible NOT to test them!

One of these latest tools? Content curation platforms.

Content curation is a very cost-effective and time-efficient method to content marketing. You simply share the best content you find with your audience to boost engagement, consumer trust, and search engine optimization (SEO). (Read the Atomic Reach blog for more information!)

So, why not take a look at a content curation tool? It would enable you to extend your reach to audiences that you’d be hard-pressed to engage otherwise, and help you form customized communities (consistent with your own strategy and DNA) of people who will help bring awareness and exposure to your brand. These communities will give your current customers a wealth of content to enjoy! The content will improve their knowledge and keep them engaged for longer periods of time.  Nothing wrong with that equation, right?

It is not a prediction that content marketing is the next big thing… it’s already here! Take a look at American Express’ Open Forum ( and Intel’s iQ ( to see what they’ve done with content marketing, using content curation to further their brand’s ideas and to engage with their audience. There are many other examples as well from various industry leaders, including Adobe’s CMO ( and GE’s ecomagination (

According to Mr. Wallace, every company should have money available to test the latest technologies.  Why not test content marketing to see how it fits with your marketing strategy? And why not test content curation to see how it fits with your content marketing strategy?  A study by the Content Marketing Institute revealed that, on average, B2B marketers are spending 33% of their marketing budgets on content marketing, up from 26% last year.  On top of that, 54% plan to increase their content marketing spend in the next 12 months.

If you test content marketing and content curation to see if they’re a good fit, whether they become a part of your strategy or not, at least you will demonstrate to your company that you are familiar with the latest social media tools, that you are doing your due diligence and introducing options that could potentially benefit the company.

If you don’t test new methods and an executive asks you about content marketing, it would not reflect well if you have no answer or ideas. Consider your own career path.  Everything you do is geared towards advancing yourself.  When you do something positive that helps the company, you add that accomplishment to your resume.  Think of what it could mean to you personally and professionally to introduce a cutting edge technology, such as content curation tools, to your company.  Think your boss will be upset if you explore what content marketing could do for the organization?  It’s more likely that they would be upset if your competitors beat you to the punch!

What have you got to lose? If content marketing and content curation don’t fit well for your company, at least you’ve explored them and you can report your findings.

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