SlideShare a Scribd company logo
digitalmarketinginstitute.com 1@gaskinc #3xedigital
Digital Marketing Institute
Content Marketing
on a Shoestring
Budget
Caoimhe Gaskin
Senior Digital Content Marketer
@gaskinc
digitalmarketinginstitute.com 2@gaskinc #3xedigital
The Myths 1. Not Enough Time?
2. Not Enough Money?
3. Not a Graphic Designer?
4. Not a Videographer?
5. Your Turn!
digitalmarketinginstitute.com 3@gaskinc #3xedigital
Myth #1: Not Enough Time
digitalmarketinginstitute.com 4@gaskinc #3xedigital
Myth #1 Not Enough Time
Marketing Automation - software that exists with the goal
of automating repetitive marketing tasks such as emails and social
media.
Does the heavy-lifting and frees you up to for important (and fun!)
things like content creation & engaging authentically with your
audience.
Why automate? Save Time & Add Value
CG1
Slide 4
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 5@gaskinc #3xedigital
Myth #1 Not Enough Time
Social Media Management Tools: Buffer, Hootsuite & Everypost
(Buffer is my personal favourite)
Email Marketing solutions like MailChimp let you automate
campaigns & create a targeted email or series of emails that send
when triggered by a specific date, event, or contact’s activity.
Content Management System: WordPress or Squarespace.
(Squarespace is my favourite). Automate your publishing to queue
up posts. Mobile Responsive – Mobile-first indexing.
CG1
Slide 5
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 6@gaskinc #3xedigital
Myth #1 Not Enough Time
IMPORTANT: Monitor what’s working & be careful of scheduling
potentially sensitive content - stick to non-time-sensitive, content-
focused posts.
CG1
Slide 6
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 7@gaskinc #3xedigital
Myth #1 Not Enough Time
IMPORTANT: Monitor what’s working & be careful of scheduling
potentially sensitive content - stick to non-time-sensitive, content-
focused posts.
CG1
Slide 7
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 8@gaskinc #3xedigital
Myth #2: Not Enough Money
digitalmarketinginstitute.com 9@gaskinc #3xedigital
Myth #2 Not Enough Money
Analytics are your friends!
Google Analytics: As long as you do not exceed 10
million hits per month, Google Analytics is free.
Build Buyer Personas – Create a picture of your
customers & their buying behaviours. See our free
guide.
digitalmarketinginstitute.com 10@gaskinc #3xedigital
Myth #2 Not Enough Money
Why take the time to build these personas?
If you know who you are talking to you can increase
reach & conversions with less spend.
Allows you to understand what channels to use to
reach your customers & how to nurture the customer
relationship with the right content, at the right time.
digitalmarketinginstitute.com 11@gaskinc #3xedigital
Myth #2 Not Enough Money
digitalmarketinginstitute.com 12@gaskinc #3xedigital
Myth #2 Not Enough Money
URI (Universal Resource
Identifier)
digitalmarketinginstitute.com 13@gaskinc #3xedigital
Myth #2 Not Enough Money
digitalmarketinginstitute.com 14@gaskinc #3xedigital
Myth #2 Not Enough Money
Bounce Rate – anything over 40% is an issue – set a benchmark
How do you know if an average time of page is good? Read the page
and time yourself
Sessions vs. unique session – if you’re looking for the number of
visitors – use unique sessions.
IMPORTANT: What is the objective of your campaign? What are your
KPIs and how are you measuring success?
Work backwards from this!
digitalmarketinginstitute.com 15@gaskinc #3xedigital
Professional Diploma in Digital Marketing
digitalmarketinginstitute.com 16@gaskinc #3xedigital
Myth #3: Not a Graphic Designer
digitalmarketinginstitute.com 17@gaskinc #3xedigital
Myth #3 Not a Graphic Designer
Learn the basics – Canva Design Schools - Fonts, font pairings,
Layouts, Colours – the little things make a BIG difference!
Design your own: Pablo, Canva and Piktochart (infographics)
Need Stock Imagery? Try Unsplash (my favourite!), Negative Space,
Death to Stock
Creative Commons Licensing – you have the right to share, use,
and build upon a work that he/she has created.
Slide 17
CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 18@gaskinc #3xedigital
Myth #3 Not a Graphic Designer
Improve your imagery with simple steps:
Rule of Thirds
Bounce light to take away shadows with
a reflector
Make use of natural light – don’t shoot
Into the light. Overexposure.
Slide 18
CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 19@gaskinc #3xedigital
Myth #3 Not a Graphic Designer
Slide 19
CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017
digitalmarketinginstitute.com 20@gaskinc #3xedigital
Myth #3 Not a Graphic Designer
digitalmarketinginstitute.com 21@gaskinc #3xedigital
Myth #3 Not a Graphic Designer
digitalmarketinginstitute.com 22@gaskinc #3xedigital
Myth #4: Not a Videographer
digitalmarketinginstitute.com 23@gaskinc #3xedigital
#Myth 4 Not a Videographer
Mobile Journalism – ‘Mojo’
Perfect for social channels – the rise of vertical video – know how to
format your video for channels like Snapchat, Facebook & Instagram.
Keep it short! 30 seconds
maximum or 1:30.
Average human attention
span is now 8 seconds!
digitalmarketinginstitute.com 24@gaskinc #3xedigital
#Myth 4 Not a Videographer
Learn the basics with Vimeo video school – everything from framing,
audio to lighting. https://vimeo.com/blog/category/video-school.
IMPORTANT: A user may tolerate bad picture quality but they won’t
tolerate bad audio!
digitalmarketinginstitute.com 25@gaskinc #3xedigital
#Myth 4 Not a Videographer
Rode VideoMic Me Directional Mic for Smart Phones
Great for pieces to camera
http://www.rode.com/microphones/videomicme
digitalmarketinginstitute.com 26@gaskinc #3xedigital
#Myth 4 Not a Videographer
Rode smartLav+ Lavalier Condenser Microphone for Smartphones
Great for Interviews
http://www.rode.com/microphones/smartlav
digitalmarketinginstitute.com 27@gaskinc #3xedigital
#Myth 4 Not a Videographer
Ultimate Mojo list
digitalmarketinginstitute.com 28@gaskinc #3xedigital
#Myth 4 Not a Videographer
Top Pick? FiLMiC Pro $14.99 [iOS]
Android Alternative: Cinema FV-5
digitalmarketinginstitute.com 29@gaskinc #3xedigital
Summary
If you’re not putting out relevant content
in relevant places - you don’t exist.
Gary Vaynerchuk
digitalmarketinginstitute.com 30@gaskinc #3xedigital
Thanks
Caoimhe Gaskin
Senior Digital Content Marketer
Digital Marketing Institute
Resources
Marketing Automation
• Drip
• Buffer
• Hootsuite
• Everypost
• Mailchimp
• How to Use Marketing Automation for Lead
Generation
CMS
• Wordpress
• Squarespace
• Shopify (ecommerce platform)
• Fabrik (portfolio website for designers, artists)
Analytics
• Google Analytics
• Google URL builder
• Beginner’s Guide to Creating Buyer Personas
• Buzzsumo (Check out
https://app.buzzsumo.com/research/most-
shared to see where your content is being
shared)
• CoShedule (Headline Analyzer)
• Wolframalpha (good for fact checking, see
example here.)
Resources
Certified Digital Marketing Courses
• View all Digital Marketing Institute Courses
Design
• Canva Design School
• Squarespace
• Pablo
• Piktochart (infographics)
• Rule of thirds
• Pixlr [free online photo editor]
• How to use a reflector in photography
Stock Images ( Creative Commons)
• Unsplash
• Negative Stock
• Death to Stock
Resources
Mobile Journalism
• Glen Mulcahy
• @MojoConIRL
• Vimeo Video School
• Rode Microphones
• Manfrotto (lights & lens for your smartphone)
• Olloclip (lens for your smartphone)
• Photography tips from Apple for iPhone7
• Mojo: from periphery to the mainstream of
journalism
Apps
• iOS Mojo App List
• FiLMiC Pro
• Flixel (Create Cinemagraphs)
• Alternatives to Flixel
• 16 apps that will seriously raise your
Instagram game
• 14 of the Best Instagram Apps to Take Your
Content to the Next Level

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