We see content marketing everywhere, but fail to recognize it. Content marketing is the creation and distribution of relevant and valuable content in a consistent manner that helps businesses attract their target audience.
Instead of old marketing practices where all you do is pitch your product, content marketing is more focused on the customer than on the brand or product. It also helps create a loyal consumer base, increase sales, and keep the costs down. But what are some challenges that marketers face when it comes to implementing a robust content marketing strategy? Let’s find out.
Content Marketing Challenges
1. Lack Of Resources
Although producing content sounds easy, the challenge lies in creating good content, consistently. If you are the whole and sole of your business, this might seem like a big mountain to climb. Hiring the right person or team might seem challenging since creating and promoting this content require very different skill sets and require some investment. As seen in the image below, 78% of companies have only 1 to 3 people in their content marketing team. Given the number of elements that go into creating compelling content, that is not enough.
2. Quality Matters
These days, users are quick to point out errors and thus, brands need to be alert. A good way of doing so is to have an editor. However, one lapse can often lead to users losing trust in what the brand has to say. People are often not forgiving, especially now in the digital age. They will voice their opinions, and as a brand, you need to have the capacity to deal with such situations. As seen in the image below, content operations with a formal editing process in place see better results.
3. Competition Galore
When you jump on the content bandwagon, you will see that the competition is intense. Whatever you think of, people have already written or talked about it. Therefore, coming up with new ideas is more challenging than ever. If you want to develop better quality content compared to your competitor, you will need the resources. So allocate them. Content marketing accounts for 26% of the total marketing budget of B2C Marketers.
4. Embrace Paid Promotions
There is nothing wrong with relying on organic traffic on your blogs or social media channels. However, the content landscape has shifted so rapidly that almost everyone does paid promotions. Firstly, because it is not as expensive as it used to be. Secondly, it has an easy user interface that anyone can operate. Organic traffic will get you going for a while, but, if you are trying to stay ahead of the competition and expand, you need to explore paid promotions and see what works best for you.
5. Unrealistic Expectations
Content marketing is a long-term play. It requires time, effort, energy, and resources. Being consistent with these elements and producing top-quality content is what can fetch you positive results over some time, and before you begin setting up a content workflow, you must define these goals. Remember that it is only after you make 24-51 blog posts, you can expect your traffic to increase by an average of 30%, and publishing 16+ blog posts per month results in 4.5X more leads when compared to publishing 0-4 monthly posts.
How Can You Overcome the Challenges?
1. Accumulating Resources
Did you know? Of all B2B marketers, 91% claim that they do content marketing. Why? Because it works. So, either you need to create quality content regularly or hire someone who can. You could either outsource or create an in-house content team. Each option comes with its advantages and disadvantages. For instance, when you outsource your content needs, all you need to do is pay them and explain what you require, and they take care of everything while you can concentrate on your business. Additionally, you can increase or decrease your budget based on the results you are seeing. But if you hire a subpar outsource agency, it might so happen that they miss schedule or create low-quality content.
You can then hire an in-house team, where you will need a writer, social media manager, graphic designer, and more. This means getting additional funding to cover the expenses of all the resources you may need. This is slightly less flexible as your needs could change over some time and having an in-house team means having certain fixed payouts that you can’t ignore.
2. Be on platforms where your customers are
Content marketing doesn’t come with guarantees. But, to make the most of it, you need to make sure your content is top-notch and delivered to your prospects at the right place and time. Put your best foot forward and deliver content on platforms where your customers are on. For example, you can provide an answer on quora or do a guest post on a blog your customers often visit. You can show them ads when they are actively searching for something you can offer or you can let your blogs bring them in. Did you know that marketers who blog consistently are 13 times more likely to see positive ROI? As seen in the image below, it is essential to meet your customers at different points of the buying journey by learning all about them.
3. Being unique is not impossible
Being unique is tough, especially when surrounded by millions of content pieces. But it isn’t impossible. By setting a brand tone and developing a strong brand personality, you can view your brand as a separate entity. You can construe what your brand might say by creating a handbook of tone, colors, vision, and idea. Be consistent with this handbook and soon, you’ll have customers who will recognize your brands’ quirks anywhere.
4. Budget your ad spends well
Many variables come to play when developing a social media advertising strategy. They include:
- Target market demographics
- Typical social media habits of your target group
- Type of content
- Device compatibility
- Your goals for your business
Paid promotions are often trial and error. Note the results you get for the amount you spent and then decide if paid promotions are working for you. However, you must set goals before you go ahead and create ads. For instance, do you want more followers on social media? Because 94% plan to purchase a business they follow. Start with a minimum investment. Get the hang of it. See how it works, and only then think of increasing your budget.
5. Set the right expectations
Whether it’s you who are impatient or your partners, it is essential to understand that content marketing takes time. You cannot publish a blog today and expect abundant traffic tomorrow. 86% of marketers say that they successfully reached their brand awareness goals through content marketing. How? Because they were patient. Have realistic goals and make sure you achieve them. If any of your content marketing exceeds your expectations, aka goals, see what you did differently. Use that strategy in your other campaigns.
We hope this article has given you the answers you have been looking for about content marketing. The bottom line is, don’t opt for content marketing for the sake of it. Instead, know the ins and outs and have reasonable goals in place to help you achieve things. Finally, don’t shy away from experimenting.