• by Wayne Friedman , Staff Writer, March 26, 2015

Speaking at a MediaPost Content Marketing Insider Summit, panelists in session on the intersection of content and social agreed it can be difficult in getting content marketing its own budget.

Ellen Sirull, senior marketing manager of content at Experian Consumer Services says: “We have actually never had a budget. I’m hoping this year we get one. We have gotten good at spending other people’s money.”

Morgan Chemij, senior director of SEO, PPC, social, feeds, affiliates, group buying of Provide Commerce, says getting $500,000 a brand might need 12 months when coming from one specific budget can be difficult. “But if you get $100,000 from SEO and $150,000 from PR, that distributed approach tends to see less internal friction."

Brittany Richter, associate director of social media, iProspect says: “We often talk about how the performance of content is going to be so much stronger if you put a little bit more into production. We often do it as test. So [for example] this one time let’s take it from the media spend use it on production and see how it compare to previous performance.”