The Content material Advertising Institute’s not too long ago launched Content material Advertising 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” burdened at work.
Complicating the workload difficulty is that budgets don’t appear to be rising on the identical tempo because the stress degree. In line with CMI and MarketingProfs’s newest B2B analysis, solely 50% of content material entrepreneurs anticipate their budgets to extend in 2023, in contrast with 66% who foresaw a rise in 2022.
For content material advertising groups with restricted in-house assets, these two truths pose a major problem: How do you create killer content material when your workforce members really feel overwhelmed, and also you lack the price range to present them extra assets?
One viable method 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 efforts, there was no cash to allocate towards expertise or every other side 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 here are 5 varieties of instruments to contemplate when you have to make a big effect with a small content material advertising price range (or no price range in any respect).
Have to create killer content material, however your groups are overwhelmed and your price range 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 an expert designer, however even I’ve been capable of produce engaging graphics with available – and free or low-cost – design software program. A couple of of my favourite design instruments are:
- Adobe Specific: Value: Free primary plan; $9.99 for the premium plan, with a free 30-day trial.
- Canva: Value: Free primary plan; $149.90 yearly subscription for groups with as much as 5 members.
- Looka: Value: $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. As an example, you may produce infographics, social media posts, and movies by way of 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 beneficial by Doug Bonderud of HubSpot: “It’s straightforward to make use of, and it comes with a bunch of free templates. Should you’re trying to shortly create posters or movies for advert campaigns, [Adobe Express] is a good selection.”
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 tasks, so that is a superb match for them after they want a graphic in a rush,” he says.
Listed here are two different infographic design instruments you would possibly wish to contemplate:
- Infogram: Simple-to-use Infogram has come in useful after I’ve wanted infographic-like charts and different small graphics to current knowledge in a sexy format. Value: Free primary plan; $19 a month for the professional package deal and $67 a month for the enterprise package deal. At $149 a month, the workforce package deal could be a price range buster.
- Piktochart: After I taught myself how you can create infographics, I turned to Piktochart. I discovered it intuitive (you don’t must be a graphics guru to get the hold of it) and versatile (due to its many customizable templates). By the way in which, you can too produce movies with Piktochart. Value: Free primary plan; $14 a month per workforce member (as many as two dozen workforce members) for the professional plan.
Should you suppose you may’t grasp at the least certainly one of these instruments, suppose 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 frequently, and I couldn’t afford to outsource the work.) Whereas I’m nonetheless not a design professional, I’ve been capable of generate infographics that quite a few on-line retailers have revealed.
For instance, I used Piktochart to create an infographic for an outside companies firm’s weblog, through which I shared 12 dwelling décor and design tendencies.
3. Podcasting software program
Podcasting isn’t certainly one of my areas of experience, however I do know that it’s rising in reputation. In line with 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
Should 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 price range, you’ll need that assist to be free or low-cost.
One audio enhancing software it’s possible you’ll wish to consider is Audacity, a free, open-source platform. In an off-the-cuff survey I carried out, a number of podcasting consultants beneficial this software. For one motive, it’s a multitasker: You possibly can edit and document audio for Home windows, macOS, GNU/Linux, and different working techniques. 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 a whole lot upon a whole lot of tutorials for this software program, however everybody I’ve ever taught to podcast has picked it up comparatively shortly,” he says.
Listed here are three different audio enhancing instruments that members 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 higher sound high quality. The choice is cloud-stored audio, which might be topic to technical glitches. Value: Free primary plan, $15-a-month commonplace 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 at all times 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 costs solely a one-time charge ($60 for a reduced license for sure clients, equivalent to nonprofits and academic organizations, or $225 for a industrial license). Reaper gives a 60-day free trial.
4. Editorial calendar software program
Certain, you may keep your editorial calendar in a spreadsheet. However how purposeful is that? (Trace: not very.) Subsequently, you must discover free or low-cost editorial calendar software program to maintain your content material advertising prepare on observe.
My favourite on this class is Trello, which is billed as a software for managing tasks, 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 alleged 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 primary 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 accessible.
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 value 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 package deal can be out there.
- Circulation-e: In line with Content material Mavericks, “Circulation-e turns your Gmail and Outlook into Trello-like activity lists whereas letting you add notes, to-dos, and due dates to emails. Excellent when you love understanding of your electronic mail and wish to remove the necessity for an exterior editorial calendar.” Value: Free, though the workforce plan is geared towards use along side 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 personalized enterprise plan can be out there.
It’s value noting that I haven’t tried Airtable, Circulation-e, or Zenkit. As such, I’d recommend testing editorial calendar software program, ideally by way of a free trial, earlier than spending cash on it.
5. Video enhancing software program
Cisco as soon as predicted that web video visitors would signify 84% of all client web 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., based on Semrush.
Will that in thoughts, video must be a key a part of your content material advertising program. But when your price range can’t accommodate hiring a videographer, what do you do? You shoot your individual video (maybe on a smartphone) and edit the video with free or low-cost software program. Listed here 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 folks 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 primary plan; $119.99 a 12 months for the upgraded plan. Value for iMovie: Free.
- Adobe Premiere Professional: Joey Campbell, director of natural progress 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 some of the refined video enhancing suites on the market, but it surely 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 platform, likes iMovie, Soapbox, and Vidyard. However he’s on the brink of swap to Descript, which additionally acquired suggestions from different folks I surveyed. Frischknecht makes use of the free model of Descript, which additionally gives audio enhancing options. He hails this software for its “very sturdy” 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 primary plan; upgraded plans for $12 per editor every month or $24 per editor every month. A custom-priced enterprise is accessible too.
The underside line
Sure, it may be daunting to provide content material on a shoestring price range. However with the suitable instruments, perspective, and time administration, you and the remainder of your content material advertising workforce can generate high-quality content material that your viewers will suppose got here from a high-dollar initiative.
All instruments talked about are recognized by the creator. When you’ve got a software to recommend, 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: Success Secrets and techniques for Newbies is designed to assist companies study key classes about content material advertising, 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 technique; HawkStar Press is its publishing arm.
