SEER Interactive founder Wil Reynolds knows that when it comes to content marketing, “the hard part is getting ideas funded.” To help you shake a decent content marketing budget out of your boss, Reynolds offers three steps. “Take a head term,” Reynolds starts, “something you are ranking well on” in search engines that’s driving both traffic and social engagement for your site. After that, use SEO tools to get derivatives of that head term, and plot out how you and your competitors are ranking for them. Next, bring it all back to your content marketing budget by making the case that “quality content can rank for 3-4 years,” and it’s really only a one-time cost to produce good content and get it on search engines and social networks.
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