He’s Australian so please forgive his potty mouth. The lack of a chief content officer or well defined governance process results in no central authority to lead and direct the content creation process. How do we guarantee that the message of the video was viewed? You think hiring a bunch of journalists can help you. Marketing is more about digital now and requires technology more than ever before. The result? You use your people and their passions and expertise to share what they know with your target audience. You have a corporate blog but only publish company news on it. This may sound surprising to some, but convincing brands to put customers first is still a challenge many marketers face when creating content. Only 19% of marketing leaders in the Accenture survey felt they have clear objectives established when creating new content assets. Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance. Here are the Top 6 Content Marketing Challenges: Avoid scrolling and save your time by watching this video: Content curation gives a quick sneak peek into the current & emerging trends of your industry. Create an algorithm that weights each metric in relation to their importance to the “story.”. While 100% of marketing leaders surveyed all agreed that content is vital to the success of their businesses, content overload has become a top challenge for many organizations. That’s why our clients outsource content creation to us: because we provide foundational content that meets buyer needs, and delivers business results. Almost a decade ago, C.C. This goes to show that many brands have yet developed effective content marketing strategies or invested in the right resources to fully realize content marketing’s potential. Based on research and our own experience, these are the 10 biggest content marketing challenges marketers face today: Producing high-quality content; Generating content consistently; Prioritising content expertise And their search patterns reflect the need for basic education. You think content marketing is a campaign. Cross-team collaboration becomes a big challenge for marketers when individuals and teams are working in silos and towards different visions and goals. Are you interested in engaging and converting new customers via content? Adopt a center of Excellence approach that is both dynamic and inclusive. You don’t monitor the content your competitors are creating. Keep reading & sharing quality content. However, marketing technology is paving the way towards simple solutions to these content marketing obstacles. You constantly try to re-create your own “Oreo Dunk in the dark” or “Ellen Oscar Selfie” moment. Analyze the map to determine if there is a logical flow and uncover interdependencies between groups that can impact efficiencies and approvals. You may find great communities with super engaged audiences that love your content. Content marketing takes time to show ROI. Model the insights process for a specific need and use the results to create a COE methodology for content insights. Do more! Therefore, content marketing is essential for developing a brand name and sustaining the best results from an exclusive marketing strategy. One of the biggest challenges many marketers share is figuring out how to deliver engaging, compelling content with speed, without compromising on quality and volume. Chapman (@cc_chapman) predicted that companies will become better at this when he begged to see “more brands interacting in real time with their customers.”, Barbra Gago (@BarbraGago) also suggests marketers stop trying to “re-invent the wheel with every piece of content” and should instead focus on helping prospective buyers find “the right information–the content that is going to help them move through their purchase process.”, In an article on CMI, Alison Bolen (@alisonbolen) explained that the greatest challenge in content marketing is “understanding your customers well enough to develop content that is useful and relevant for them.”, And Marcus Sheridan (@TheSalesLion) gets to this same point when he asks content marketers to “write and communicate in a way that is completely and utterly on the level of their audience, not the level of the industry professional.”. But how do we guarantee that these great videos are seen by our target audience? For many brands, there is a lack of alignment in strategy and messaging across different platforms, which can hurt the customer experience and content marketing success. I also answered one of the biggest marketing challenges for small businesses, How To Create Killer Content: Speak To A Customer where I tell very simply how you can use your customer stories to tell your story. You don’t have resources to publish on a regular basis. Keep your audience captivated through strategies that resonate with them. I finally ended up with a list of top Content Marketing Challenges and found ways to overcome them with few PRO TIPs. Remember, talking and typing are the two actions that drive sales. I try to answer that question regularly on this blog. Often times these are brands whose digital conversion paths cannot be tracked or analyzed. You can’t just “create” a viral video. Conclusion. Audit existing content to identify holes and get new content needs into the content production cycle. Your content talks more about your products. If so, how are you solving them? Some marketers also struggle with building out a sustainable video content strategy that can product videos which can live and scale across multiple markets. Implement strategies that will make your audience value your efforts. Your email address will not be published. Follow us on Twitter. Content Marketing has transformed the marketing industry over time. Scale your content and start showing Content Marketing ROI today. Find best resources to learn about your audience. Ardath Albee (@ardath421) suggests we need to “Take a Customer Field Trip” and try to look at our marketing and our content as a customer might see it. You haven’t defined any kind of editorial workflow. You don’t create visual content (videos, slide decks, infographics). Why is content marketing such a challenge for B2B companies? You haven’t mapped your existing or future content to buyer stages. However, if you can continually strive to better understand your customers, align day-to-day content activities with a broader strategic objective, and put in place some content templates or formulas to follow, you can systematically fix many of the biggest content marketing challenges facing companies today. It is the best way to connect with your audience. This points to the fundamental issue that some brands struggle to overcome a number of key content marketing challenges. Or because you don’t realize how many people your target audience has to convince to buy your stuff. P.S: Checkout our awesome Content research tool, Social Animal and let us know your feedback. Be consistent with posting, interacting and providing value to your audience. The 6 Biggest Challenges to AI Marketing Success, 3 of the Biggest Agile Marketing Challenges, 3 Ways To Overcome One Of The Biggest Marketing Challenges, great videos are seen by our target audience, How To Create Killer Content: Speak To A Customer, Why Social Media Is Important for Business Marketing, 17 Digital Marketing Trends You Need to Know for 2020, Book Michael Brenner for Your Event Keynote.

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