As content marketing grows in popularity, companies everywhere create content to fuel their marketing efforts. But while content marketing is an integral part of an effective online marketing program, common pitfalls exist.
The ultimate goal of every organization is to drive more potential business into their business. In today’s modern marketing approach, though many marketing strategies are being used, content marketing plays a vital role in getting quality B2C, and B2B leads. Several B2B marketers agreed that content marketing is one of the very few low-quality B2B marketing strategies to form quality leads, but in the meantime, marketers must face some content marketing challenges while implementing it in their marketing strategy. This article will elaborate on the top 7 content marketing challenges that marketers face and how to overcome them.
1. Jumping in without a Strategy
Researchers have found that having a documented content marketing strategy is one of the key distinguishing features of an effective content marketing program. But many companies make the mistake of moving from strategy to starting with strategy. The fact is that buildings need blueprints, the food needs recipes, and your content marketing efforts need to be strategy-first.
Avoid these mistakes:
• Defining the role of content marketing in your overall marketing strategy
• Identifying internal staff and/or external resources to drive the program
• Setting explicit goals for the program
• Defining what metrics can be used to measure success
2. Right Strategy
Since content marketing is not a direct example of talking about the brand or products being promoted, it can sometimes be challenging to decide on the right strategy. First, you need to be sure of where the content will appear and how it will be distributed and promoted so that the content can be designed accordingly.
You should also be sure what the end goal of that content is. As a content creator or marketer, you would do well to map out all these questions at the very beginning to develop the content accordingly.
3. Use of Social Media to Generate Revenue
The next challenge marketers face in the digital world is the use of social media. Many marketers employ social media strategies to engage with customers and generate revenue. But the problem is that they don’t know what to do with their social media handles. They only know how to use them but don’t know how to convert social engagement into profit or revenue.
You can surmount this challenge by providing your sales team with information about your prospect’s behavior. The more data you get about your prospect, the more sales you are motivated to generate here.
4. Too Much Admin, Not Enough Time
No one chose a marketing career because they wanted to fill out forms and deal with paperwork.
Yet especially for regulated firms, the marketing admin can be overwhelming. The hoops you need to jump through in day-to-day marketing project management and ensure regulatory compliance can make you feel like your creativity is being stifled in favor of bureaucracy.
You can work smarter, if not harder, by finding ways to be more efficient. Looking at your marketing processes is an excellent way to start – what’s the repetition? Are you accessing, storing, and using your marketing assets most effectively? Also, might offering a degree of automation to your marketing processes help you with efficient project management.
5. You can’t Come up with Enough Content Ideas!
One of the biggest misconceptions about creating content for an email campaign is that you are responsible for writing every single post you include.
While you must be sharing your expertise, it is also essential to open up your content to outside resources.
6. Producing High-Quality Content
Although content is one of the most efficient ways to promote a business or brand, it must be of the essence that B2B buyers need and expect to see.
It means avoiding creating other already similar content and giving readers something different that is of real value.
Researching your competitors’ content and seeing how it performs in SERPs will give you a good indication of the standard that your content should at least match and ideally exceed needed. In addition, Google uses several metrics to measure engagement on the content hosted on these pages, like time on page, bounce rate, and scroll depth.
Focusing on maximizing these metrics isn’t enough if you’re in a competitive market where it’s a struggle to rank high for relevant searches. Your content should be bold and original because it is unlikely that you will like your target audience without strong opinions or differences.
It’s not enough to create generic ‘one-size-fits-all’ content. To make sure you develop high-achieving content for your audience, find a unique angle, and then develop it fully – go deep and comprehensive on topics that answer your audience’s questions. Aim to create content that is at least ten times better than anything else in the SERPs currently.
7. Measuring Content ROI Accurately
Increasing investment in data-driven marketing means that there is an increasing focus on measurement and analysis. As a result, if you’re not monitoring and analyzing metrics such as backlinks from posts, traffic flow from your content, domain authority of your site, you won’t know how hard your content is working.
Consider assigning a monetary value to each visitor of your site and measure the number of visits each piece of content receives. Use lead magnets and value the number of leads that come from the download.
Accurately measuring content’s ROI requires having the right analytical tools and ensuring that they are configured correctly. Dashboard visualization software, such as Google Analytics, Google Search Console, and Databox, is currently the most popular analytical technique used by B2B organizations.
Conclusion
While there may still be a lot of obstacles in the way, you can create great content.
The trick is, don’t let those obstacles or your doubts get in the way of making stuff that customers will love and want to tell their friends about.
Creating content is still the biggest hurdle for small business owners when digital marketing their business, but it doesn’t require you to tackle it alone. Your customers, employees, coworkers, and partners are valuable sources of content inspiration. Opening yourself up to your help can mean less worry when the time comes for creation.
And when you get really stuck—and you find yourself yelling at your computer or pulling your hair out—don’t be too hard on yourself. You have already earned the trust of your customers. Trust him, and the content will come by itself. To get more help on the same topic, you can contact us. We are always happy to help you for free. Call now!