Bad content
The content creation process takes time and effort. You get what you pay for when it comes to attracting talent, especially with external agencies. Content creators can be their own worst enemies when they take shortcuts by producing sub-par articles. The endeavor to create high-quality content on deadline is one of the biggest marketing challenges that businesses face. It shouldn’t just be search-engine optimized (SEO) but also clear, concise and compelling. Search engines and consumers alike want to see thought leadership in engaging content. This means that you express ideas that demonstrate your expertise in your particular field, area or topic. Keyword research is essential — but more important is understanding the context of these keywords within a content landscape. Good content production is dependent upon understanding who your target is. Better content production depends on understanding the context surrounding the target customers’ searches. What do they need to see in order to believe in you or your brand as a trusted expert?
Not promoting their content through the proper channels
For example, consider an elaborate paid promotion like a Google Ads campaign. While this can get you great placement for a while, it’s not ideal for maintaining top positions on results pages. Inevitably, the rules will change, the algorithm will update, and you’ll lose your target customers (unless you pay for promotion). Since most businesses have limited resources, you’ll want to be picky about how you approach the content distribution process. Don’t spend more; spend more wisely.
Neglecting their current customer base in favor of new leads
Engaged customers refer others to helpful websites, generating more traffic and stronger leads organically. Ignoring your core audience when crafting your next content creation idea can cannibalize your brand. Focus on trends that are working for your current customer base, and those people will help bring in new leads.
What are the challenges of delivering content digitally?
Several of the concerns already mentioned especially apply to digital media. The rise of social-media channels has drastically shifted the marketing landscape over the past decade. And today, many clients only receive content through digital channels. So marketers must think more creatively than ever to connect with their target audience. In 2021, social media influenced an estimated 71% of consumer buying decisions. Since these interactions often result in a shorter-than-average customer journey, brands don’t have as much time to make a substantial impact. Cutting through the clutter of the sheer quantity of social-media content can also frustrate many marketers. Social media is also known for its fast-paced nature, especially with trends. The appeal of “going viral” minimizes the perceived value of well-crafted, sustainable services, content and products. Keeping up with trends on social media is exhausting. Companies often lose their momentum when their message gets lost in the sea of paid ad campaigns. Customer success can be another challenge in the digital age. The business value of talking to clients and customers in person has long been proven among traditional marketing strategies. But in the modern market, the concept is often overlooked in favor of digital customer interactions. Acustomer-support team dealing digitally with consumers must prioritize their clients’ satisfaction, particularly within their existing customer base. That leaves less human bandwidth for human interaction.
What are the biggest content marketing challenges today?
The rise of digital marketing has presented many content marketing challenges industry-wide. It’s not enough to invest in creating compelling content. You need a quality content marketing strategy to ensure a great ROI. Your intended audience needs to read or consume what you’re creating, but first, they have to find it. For instance, a good blog post alone isn’t enough to compel your audience to take action. Your audience might not even be able to find you if your long-form content isn’t optimized for search engines. Likewise, it’s not enough to create a quality infographic these days. It must be labeled with the appropriate SEO terms to land at the top of search engine results pages (SERPs). You need a focused marketing strategy, effective SEO, and an understanding of Google Analytics, content marketing campaigns and content trends. You also need to invest time and effort into topic ideation.That will ensure that you’re writing the type of content your audience wants to read. Pull from lots of digital resources so your content doesn’t get lost in the universe of Google and competitors’ content.
What kind of challenges does the shift to content marketing produce for brands?
According to a 2021 Semrush survey, about 84% of their responding B2B and B2C companies had a content marketing strategy. But only 11% considered their strategy to be an excellent one. So even though content marketing matters, crafting an effective strategy is no easy task! For starters, it’s expensive to assemble a strong team that’s competent across multiple digital channels. Many other factors are involved in running an effective content marketing strategy. A company needs people with SEO expertise, social-media competency, email marketing knowledge, and a solid analytical mindset to home in on the target market. Finding and training an effective team can present a challenge for many content marketers. Finding the right content marketing platform can also be problematic. Investing in content creation alone costs a lot of money. Then businesses often must shell out more for content management platforms and content calendars. Despite platforms offering helpful solutions, ensuring a strong content marketing ROI is a complex task. If your team needs a quick jumpstart, here are a few tips to help you recenter in line with the proverbial North Star.
Four steps to overcome content marketing challenges
Every marketing team will have a unique content marketing challenge. If you find yourself in a rut, here are a few basic steps to get you back on track.
