Is content market easy? Like every marketing strategy, it’s not in black and white especially amid the dynamism of humans – the ever-changing target audience that you have to change with. All businesses face challenges with content strategy. You are not alone. Even content marketing experts do. It’s that supposed to comfort you? Yes. However, it’s not encouraging you to give up on investing in content marketing. In this article, you will learn 5 content marketing problems businesses have and how to solve them.
5 Common Content Marketing Challenges Businesses Face
1. Poor understanding of Content Marketing
Knowledge is power. This principle goes for leveraging content marketing for your business. This starts with being equipped with the necessary knowledge and training.
Can you learn on the job? Yes. And that’s after you have grabbed the detailed basics of content marketing. Without that, it could be overwhelming. The best thing to do is to not start without a clear understanding of what content marketing is and how you can customize the strategy for your business. An investment in yourself to learn content marketing will eventually bring one of the highest ROI for your business.
Understand blog article writing, copywriting and email copywriting, social media writing, eBook writing and the strategies that run parallel to using these content types for your brand. There are free and paid online resources that can help you get started fast in content marketing training. By the way, no one in your business is exempted from getting training in content marketing.
To get started fast, contact a content marketing expert or consultant to guide you in the right direction.
2. Insufficient Time
If you are doing so many things at a time alone for your business, this is a problem that you definitely have to deal with. We all 24 hours a day after all and having to be the marketer, strategist, secretary, delivery guy, book keeper, and customer service person for your business doesn’t mean you have extra bonus on your time.
Imagine, while you should focus on what pays you, you have to deal with content marketing.
There is no absolute answer to dealing with this considering the reason you are creating content by yourself in the first place. The common excuse I have come across, especially with small business owners, is the lack of resources. Yet, it should be stated that what is worth doing should be done well. As content marketing can’t be separated from brand awareness and growth, it’s worth investing in. Thus, the best solution is to assign ownership of your content marketing to another party. Hiring content creators on freelance is cost-effective.
3. Funding issues
Content marketing can be restricted by shortage of funding, depending on the plans you have in place. Creating content for your business may not require much financial demand, but promotion can. And how big you go on promotion is determined by the resources available.
For large brands, there may be no constraint. If the financial capacity of your business says NO, how do you handle it? The business of creating content for your business has to go on; work with what’s available.
When it comes to creating content, you can save cost by repurposing existing content. For example, let’s say you have put so much time, money, and effort into creating an eBook for that marketing campaign. Don’t let it end there. Repurpose that eBook instead of creating new content all the time.
As a recommendation,
- You can elaborate on the subtopic of an existing blog article.
- Turn some parts into FAQs
- Repurpose selected parts into blog articles, video content, infographics, newsletters for your email list, quotes, etc.
4. Your Team Thinks Differently
Even when your team members have come together on common goals, the understanding of content marketing may be different. Your content marketing strategy is impressive but they have different perspectives.
In fact, your problem might start with convincing the founder of the company or the major decision-maker to invest in content marketing. Never take it personally. Most of the time, the unstated concern is this question: How does content marketing bring more profits?
So, the solution is to show them how the strategy will bring brand awareness and, consequently, sales. You have to use numbers and case studies to drive home a strong conviction.
Here’s a fair warning: Content marketing isn’t magical. It doesn’t work exclusive of other marketing activities. So, be careful not to create the wrong expectation with exaggerated numbers.
5. Low Content performance
Every marketer wishes there’s that magic wand for content marketing. While there are strategies that have driven measurable results, we should be clear on this: poor content won’t travel well even with proven strategies.
By poor content, it means content that doesn’t help the target customers solve their problems. If it’s valuable, it would be seen and heard. But the problem is launching content marketing without understanding first who it’s for and what it’s intended to help the reader achieve. Every content campaign should have a goal customised to the need of your target customer. Don’t just create content because that’s what your competition does.
Among other things, you should have a funnel that starts knowing your audience before you create content.
Do you have content marketing challenges not discussed above? You might consider speaking with a content consultant now.