One cannot talk about digital marketing without mentioning content marketing. Content helps businesses attract new customers, create brand awareness, and improve sales. There is no content marketer that does not aim to produce quality content that will help achieve the marketing goals of the business. Still, content marketing is not always easy, especially if you are just starting a business and do not have a marketing team. There are several challenges that you might face, 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.
Consistency
For people to take your brand seriously, you will need to be consistent. This is one of the rules of content marketing. Unfortunately, more than half of marketers are not consistent with producing content. The reason most people are not consistent with producing content is that they lack a strategy in place. Having a clear strategy helps ensure that you are prioritizing your content and communicating its importance to your stakeholders. The best way to ensure that you are consistent is by developing a calendar and monitoring the frequency by which your competitors are producing content. This will give you an idea of the amount of content to produce to create an impact in the marketplace.
Lack Of Resources
Today everything costs money, and if you have not set aside a budget for content creation, you are doing this all wrong. Without a budget, it would be impossible to produce quality content consistently. This type of challenge is particularly common with small business owners who may not have the financial capacity to produce content regularly. Besides finance, there is also the time as a resource. If you are juggling a lot of tasks at the same time, then you will not have the time to sit and research and write a blog. If your issue is time, Vazoola recommends outsourcing content marketing services. That way, you can focus on other things and let an expert handle them for you. If the issue is money, you can always recycle or repurpose content you already have. Just work on them to ensure they align with your SEO strategy.
Producing Quality Resources
As much as content marketing is an effective means of promoting a business, it also needs to be of high quality. Try your best not to create the same content as what your competitors are already producing. Customers or readers want something valuable. Go and find out what your competitors are creating and how that content is performing in the Search Engine Results Pages (SERPs). This will give you an idea of the standard your content needs to match with or exceed. Also, work on producing original and bold content. To interest your target audience, you need to be different and have a strong opinion.
Not Taking Risks
To some extent, content marketers are creatures of habit. If something is working, they will stick to it and stay in that comfort zone. If they feel a particular concept resonated 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 it wants. Plus, when you are already getting a significant number of pageviews from your content, why would one want to change that? The only challenge is that at one point, your audience will know what to expect from you, meaning you will start losing sight. Try experimenting with different content alongside strategies that are working for you. This way, you are still in your comfort zone but taking a risk at the same time.
Understand Different Buyer Personalities
Your buyers are not one group but rather a mixture of individuals that prefer consuming content in several ways. You can only be able to achieve the needs of each buyer by understanding what each connects with. For instance, some buyers prefer short articles, and others podcasts, videos, or lengthy articles. Do your best to serve all of them, allowing 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 is easy to come up with a strategy for producing content that will not lead to burnout or waste of resources.