15+ Content Marketing Tips to Solve Your Biggest Content Problems

If you’re constantly having content marketing issues (especially in B2B), you’re not alone. Regardless of your industry or the size of your business, limited budgets, weak strategy, and ineffective content plague everyone. While these obstacles are frustrating, you can overcome them all with the right knowledge and resources. That’s why we break down the most common challenges marketers face and offer our best content marketing tips, tools, and fixes to overcome them.

The 5 Biggest Challenges Content Marketers Face

While every brand has unique challenges, the Content Marketing Institute’s 2021 B2B Marketing Report has identified the top 5 challenges hindering marketer success. (These may be painfully familiar to you.)

Our top content marketing tips for overcoming them

How do you manage these challenges in your organization? Do not worry. Just try these content marketing tips to overcome your obstacles and create a more effective marketing operation across the board. We promise.

1) Questions of strategy

Whether you’re an individual content marketing machine or head up a huge marketing department, having a solid plan is key to working effectively. Unfortunately, many marketers have a weak strategy or no strategy at all.

Only 43% of B2B marketers said they have a documented content strategy.

—Content Marketing Institute 2021 B2B Marketing Report

This lack of strategy is the biggest source of problems at every stage of content marketing, from ideation to distribution. That’s why it’s important to do your strategy work before you do anything else.

  • Document your strategy. Make sure you have everything you need on paper to keep your team on the same page. If you’re not sure what a proper strategy requires, download our free Content Strategy Toolkit, which includes the tools and templates you need to go through the process from start to finish. (Note: If you have an existing strategy, make sure you don’t make these common content strategy mistakes.)
  • Review your strategy regularly. An outdated strategy is just as bad as no strategy. Make sure your current strategy is up-to-date, approved by all stakeholders, and regularly reviewed to ensure it aligns with your broader brand goals.

Note: No matter how well you plan, unforeseen circumstances can affect how you implement your strategy. It is important to create a comprehensive but flexible strategy that can adapt. This is why it is so important to review your strategy regularly.

2) Content creation challenges

Content marketers can, and do, generate more types of content than ever before.

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No matter how good your content is, if you can’t execute it, it just can’t work for you. Without the right content creation resources and infrastructure, none of your great ideas will see the light of day. (We know firsthand how easily limited resources, lack of communication, and inefficient processes can sabotage any content marketing operation.) That’s why you need to beef up your content creation infrastructure.

In general, we believe in working smarter, not harder.

  • Optimize your process.
  • Use the right tools.
  • Ask your audience to create content for you. User-generated content helps you take some of the pressure off your team while giving your audience the opportunity to tell your brand story.
  • Bring good help. A content agency can be a tremendous asset to your team, if you find the right partner. (According to CMI, 49% of marketers outsource at least one content marketing task.)
  • Follow best practices for each type of content. There are more platforms and mediums available than ever before, and each offers a unique opportunity to engage your audience. But each type of content requires a different type of effort to produce.

Whatever type of content you create, always focus on telling a strong brand story and providing value to your audience.

3) Content Distribution Challenges

If your content isn’t reaching the right people, it can’t have the impact it should have. Again, it comes down to planning and preparing. Distribution is an important part of your content strategy, and it requires its own strategy as well.

  • Choose the right channels.
  • Associate yourself with the right publications.
  • Optimize for more traffic.

For more content marketing tips, check out our comprehensive guide to creating a content distribution strategy that works.

4) Content Measurement Challenges

Your strategy is only as good as your ability to measure it. If you’re just producing content without tracking its effectiveness, you’re throwing content away. Before brainstorming an idea, make sure you have clearly identified how you plan to measure it.

  • Choose the right metrics.
  • Focus on ROI.

5) Internal cost reduction measures

While the lack of an effective strategy and the lack of content creation resources may be the biggest content marketing issues, both are tied to another notable issue: budget constraints. In the wake of the pandemic and changing industries, many marketers are facing frustrating budget cuts. (CMI found that 29% of marketers had to cut their content marketing budgets.)

This can be a tricky subject to talk about, but there are ways to work with what you have or work for more.

  • Ask for more budget. Try these tips to get the funds you need. (Psst: you’ll have to dig into your data.)
  • Do more with what you have. There’s nothing more frustrating than putting your heart and soul into a project that, well, has no legs. If you do the work (and the budget), it better work for you.
  • Repurpose or reuse existing content. This is one of the best ways to expand your reach. For example, an ebook can become a series of articles. Or an article can be condensed into an infographic.

Note: Working with the wrong creative partners will also cost you more in the long run. This is another reason why it’s important to check out any agency or freelancer you work with.

A few more content marketing tips before you go

With a solid strategy, content creation infrastructure, and distribution plan, you can do wonders. But remember that the most important part of content marketing is the content itself.

  • Brainstorm good ideas. If you’re stuck in a content rut, consider your marketing personas. Who are they? What are their needs ? And how can your content give them what they need?
  • Experiment with different content. It’s easy to get stuck in a creative rut, especially when it comes to the types of content you produce.
  • Arrange the right mix. A content marketing strategy is like a well-balanced meal.
  • Create consistent on-brand content. Every touchpoint in your organization is an opportunity to communicate who you are. From your sales brochures to your infographics, your content should tell your brand story in both look and tone.

Ultimately, the best thing you can do for your content marketing efforts is to stay informed and ask for help when you need it.