The Case for Not Cutting the Content Budget

Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google.

As content creation grows more expensive, brands are beginning to reduce their budgets. But this introduces risks since content is essential for channel diversification, audience reach, and in-ad optimization. So how can you enhance your content budget to maximize growth?

When developing content to boost brand performance and visibility, Tom Logan emphasizes the value of testing and learning. With the rise of new digital channels, you have to leverage various approaches to position your brand and determine the appropriate channels to allocate spending. It’s also beneficial to analyze KPIs and advertising data so you can guide strategies and refine content. User-generated, short-form videos on Instagram and TikTok effectively generate engagement and results. 

In this episode of The Digital Deep Dive, Aaron Conant welcomes Tom Logan, Co-founder and CEO of Cohley, back to the show to talk about why brands shouldn’t cut content budgets. Tom discusses how brands can optimize content budgets, the key factors influencing brands’ decision-making, and the importance of developing an R&D budget for testing and learning.