We cannot talk about digital marketing without mentioning content marketing. Content helps businesses attract new customers, build brand awareness, and improve sales. There is no content marketer who does not aim to produce quality content that will help achieve the marketing objectives of the company. Still, content marketing isn’t always easy, especially if you’ve just started a business and don’t have a marketing team. You might face several challenges, but with the right tools, you can overcome them. Read on to find out what some of the challenges are and how to overcome them.
For people to take your brand seriously, you’ll need to be consistent. It is one of content marketing rules. Unfortunately, more than half of marketers are inconsistent with content production. The reason most people are inconsistent with content production is that they don’t have a strategy in place. Having a clear strategy helps ensure that you prioritize your content and communicate its importance to your stakeholders. The best way to make sure you’re consistent is to develop a schedule and monitor how often your competitors produce content. This will give you an idea of how much content to produce to create market impact.
Lack of resources
Everything these days costs money, and if you haven’t budgeted for content creation, you’re doing it wrong. Without a budget, it would be impossible to produce quality content consistently. This type of challenge is especially common among small business owners who may not have the financial capacity to produce content on a regular basis. Besides finances, there is also time as a resource. If you’re juggling so many tasks at once, you won’t have time to sit down, research, and write a blog. If your problem is time, Vazoola recommends outsourcing content marketing services. This way you can focus on other things and let an expert handle them for you. If the problem is money, you can always recycle or reuse the content you already have. Just work on them to make sure they align with your SEO strategy.
Produce quality resources
Even though content marketing is an effective way to promote a business, it must also be of high quality. Do your best not to create the same content that your competitors are already producing. Customers or readers want something valuable. Go find out what your competitors are creating and how that content is performing in search engine results pages (SERPs). This will give you an idea of the standard your content should meet or exceed. Also work on producing original and bold content. To engage your target audience, you need to be different and have a strong opinion.
Don’t take risks
To some extent, content marketers are creatures of habit. If something works, they will stick with it and stay in that comfort zone. If they feel a particular concept resonates with their audience, they will apply the same concept to the next post. One of the reasons they do this is because they want to give the audience what they want. Also, when you are already getting a significant number of pageviews from your content, why would you want to change that? The only challenge is that at some point your audience will know what to expect from you, which means you’ll start to lose your sight. Try experimenting with different content with strategies that work for you. This way you are still in your comfort zone but you are taking a risk at the same time.
Understand different buyer personas
Your buyers are not a group but rather a mix of individuals who prefer to consume content in multiple ways. You can only meet the needs of each buyer by understanding what each connects with. For example, some marketers prefer short articles, and others prefer podcasts, videos, or long articles. Do your best to serve them all, giving everyone the opportunity to engage with you.
As established, these are some of the challenges that come with content marketing. To overcome most of them, you need to know your marketing goals and your audience and consistently produce high quality content. Once you understand these three things, it’s easy to find a content production strategy that won’t exhaust or waste resources.