[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-scaling-content-marketing-on-a-budget":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",60949,{"id":24,"name":25},"author-0301142015","Canto","2022-06-07T22:30:50","2026-03-19T09:40:23","Scaling your content marketing on a budget","scaling-content-marketing-on-a-budget","Scaling Your Content Marketing on a Budget","Digital asset management platforms allow content marketing teams to make the most of their budget and meet the content needs of growing organizations.","Today’s content marketers face the ongoing challenge of having to do more with less as organizations seek to promote themselves across multiple channels. When that organization is in a high growth stage and scaling its reach, marketing teams with limited budgets can be quickly overwhelmed by content demands. In order to continue delivering value and […]","Today’s content marketers face the ongoing challenge of having to do more with less as organizations seek to promote themselves...","\u003Cp class=\"wp-block-paragraph\">Today’s content marketers face the ongoing challenge of having to do more with less as organizations seek to promote themselves across multiple channels. When that organization is in a high growth stage and scaling its reach, marketing teams with limited budgets can be quickly overwhelmed by content demands. In order to continue delivering value and \u003Ca href=\"\u002Fblog\u002Fscaling-digital-content-creation-2022\u002F\">scale content creation\u003C\u002Fa>, they must find ways to do more with less by enhancing the value of their existing assets and personnel.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--the-secret-of-doing-more-with-less\">The secret of doing more with less\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">For a content marketing team on a budget, few technology solutions deliver more value than \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> (DAM) software. With its ability to organize and distribute assets, DAM serves as the connective glue between people, processes, and content. By taking better control over their assets, marketing departments can eliminate the inefficiencies, mistakes, and confusion that make it difficult to scale production.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even small teams can effectively leverage DAM tools to streamline the way they work to meet content demands that would normally call for far greater resources. Three DAM benefits are particularly valuable in this respect:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Repurposing content\u003C\u002Fli>\u003Cli>Completing projects faster\u003C\u002Fli>\u003Cli>Enhancing collaboration\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--repurpose-reuse-recycle\">Repurpose, reuse, recycle\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Content marketing teams working with limited resources usually can’t afford to start every project from scratch. While it would be great to be able to generate entirely new assets for every campaign, few teams have the time or capacity to do so without falling woefully behind schedule. That means they need to maximize the value of every asset at their disposal, even if it means \u003Ca href=\"\u002Fblog\u002Frepurposing-your-best-content-using-digital-asset-management\u002F\">reusing them multiple times\u003C\u002Fa> across multiple channels.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, simply rehashing the same image or video clip in every piece of content isn’t a great idea. You might be able to get away with it once or twice, but sooner or later that content is going to start looking very repetitive and generic. The key to reusing assets well is to repurpose them in creative and different ways. Altering colors, recropping, and compositing different elements in new and interesting ways can breathe new life into existing content.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The challenge with recycling and reimagining assets, however, is keeping track of how they’ve been used and changed over time. Digital asset management software makes it much easier for content marketing teams to organize \u003Ca href=\"\u002Fblog\u002Fversion-control-for-digital-assets\u002F\">various versions and iterations of content\u003C\u002Fa>. Creating this connectivity to existing content is essential for leveraging it effectively.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"389\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-b-1.jpg\" alt=\"Streewear brand video with Canto's video trimming dialogue box.\" class=\"wp-image-60952\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-b-1.jpg 600w, \u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-b-1-450x292.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As an example of how having ready access to asset archives can provide creative teams with tremendous flexibility, consider the St. Patrick’s Day campaign Guinness ran in 2020. The first wave of lockdowns due to the COVID-19 outbreak were just beginning to sweep across the world at that time and the company wanted to put out an ad that was sensitive to that moment of fear and uncertainty. Although it wasn’t able to shoot new footage for a commercial, Guinness was able to put together a compelling ad \u003Ca href=\"https:\u002F\u002Fwww.cmswire.com\u002Fdigital-asset-management\u002Fpower-your-content-marketing-with-archives-and-dam\u002F\" target=\"_blank\" rel=\"noopener\">relying exclusively on old footage\u003C\u002Fa> it had available in its archives. The project was turned around very quickly and \u003Ca href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=GWVW5p62sO8\" target=\"_blank\" rel=\"noopener\">aired in time\u003C\u002Fa> for St. Patrick’s Day of 2020, showcasing the importance of being connected to content.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--faster-is-better\">Faster is better\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Speed and efficiency are essential for small content marketing teams if they’re going to scale production without increasing their budgets. What they don’t have time to do is spend hour after hour searching for the right asset in Google Drive or SharePoint. Folder structures can quickly become unwieldy in many file management solutions, and there are often instances where people are working on assets stored on their local computer instead of uploading them to a shared resource. This leads to assets getting lost in the shuffle and people spending unnecessary time recreating things from scratch just because \u003Ca href=\"\u002Fblog\u002Fcontent-chaos-poll\u002F\">they can’t find them\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Digital asset management platforms create a single source of truth for all content and provide powerful search capabilities to help contributors find exactly what they need. Thanks to metadata like tags and keywords, many of which are assigned to uploaded files automatically, finding the right asset takes hardly any time at all. Even better, the search results make it easy to see how many versions of those assets have been created, edited, and reused to help ensure that people are using the correct ones.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--managing-collaboration-more-efficiently\">Managing collaboration more efficiently\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Small content teams with limited internal resources frequently work with external agencies or freelancers to execute on a variety of campaigns. Working with \u003Ca href=\"\u002Fblog\u002Fwhy-digital-asset-management-is-important-for-your-2022-budget\u002F\">outside collaborators\u003C\u002Fa>, however, can create headaches without a simple and secure way to share assets and finalized content. Files transferred via FTP or email can be hard to manage since additional steps are required to place them wherever they need to be stored. When someone forgets to add an attachment or uses an expired link, projects can fall behind schedule. Third-party transfer sites offer some level of convenience, but they often present additional security risks.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"389\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184652\u002Fscaling-content-b-2.jpg\" alt=\"Canto portal landing page with neon brand imagery.\" class=\"wp-image-60953\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184652\u002Fscaling-content-b-2.jpg 600w, \u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184652\u002Fscaling-content-b-2-450x292.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Digital asset management platforms can \u003Ca href=\"\u002Fblog\u002Fdigital-asset-management-workflow\u002F\">streamline the collaboration process\u003C\u002Fa> by making it easy to share content with external contributors. Canto, for instance, provides upload links and \u003Ca href=\"\u002Fblog\u002Fcanto-portals-better-way-to-distribute-digital-assets\u002F\">portals\u003C\u002Fa> that allow people to upload material directly to the asset library quickly and securely. Outside collaborators can be added or removed from a user group to simplify who has access to content.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These tools empower even the smallest content marketing teams to coordinate projects much broader in scope than they could otherwise handle internally. By running their \u003Ca href=\"\u002Febooks\u002Fhow-hybrid-teams-stay-productive-with-dam\u002F\">entire production process\u003C\u002Fa> through a DAM platform, they can maintain visibility over work being done and make sure content is approved promptly to meet strategic deadlines.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--expand-your-content-marketing-capacity-with-canto\">Expand your content marketing capacity with Canto\u003C\u002Fh2>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fdigital-asset-management-for-content-and-creative\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_scaling-content-marketing-on-a-budget\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives.png\" alt=\"Team collaborating around a laptop, with text 'DAM for Content and Creative Teams' and a 'Free guide' button.\" class=\"wp-image-70806\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F06160433\u002FCTA-banner_contentcreatives-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Canto provides creative marketing teams with the tools to effectively scale content creation without massively increasing their operating budget. That’s because Canto allows marketers to get more value out of their existing assets, work more efficiently, and eliminate barriers to collaboration. By consolidating assets into a single source of truth and making it easier to locate, share, and utilize them, Canto turns each member of the content marketing team into a hub of creativity and productivity.\u003Cbr \u002F>\u003C\u002Fp>",5,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-feature-2.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-feature-2-450x263.jpg","Image stored in Canto also displayed in a blog post and an Instagram post.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190312\u002Fhtml-vs-text-email-feature-450x263.jpg",51497,"html-vs-text-email","HTML vs. text email: How to choose the right format for the job","Do you know what type of email you’re sending? We’ll go over the advantages and disadvantages of HTML vs text emails, so you can make the right choice.","\u002Fblog\u002Fhtml-vs-text-email\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-feature-450x263.jpg",62742,"what-makes-the-post-pandemic-playbook-for-field-and-event-marketing","What makes the post-pandemic playbook for field and event marketing?","Find out how field sales, marketing, social, and digital teams can work together to reboot field and event marketing tactics post-pandemic.","\u002Fblog\u002Fwhat-makes-the-post-pandemic-playbook-for-field-and-event-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190437\u002Femail-analytics-feature-450x263.jpg",50731,"email-analytics","Email analytics: What to measure and why it matters for your campaigns","Click-through rates? Bounces? Unsubscribes? Your guide to the most important metrics in email analytics. ","\u002Fblog\u002Femail-analytics\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790156598341]