Content has been declared king several years ago and it’s still very much true at present. The fact is, content will continue to be such in the future especially in spreading brand awareness if you consider what marketing strategist Michael Brenner has to say. In his interview about content marketing with Forbes, he stated that brands are starting to take content marketing more seriously and that “they are moving beyond fundamental text and how-to’s and creating content that is entertaining, emotional, and even funny.”
We bow and scrape before thee.
Now this is where the challenges lie when it comes to the future of content marketing. It has evolved into a sort of art form in which every marketing team worth their salt is striving really hard to perfect in order to come up with content that will result to unique and successful campaigns that will take their business to the stratosphere. In order to digest this better, consider the following facts about the present state of content marketing and social media content:
- According to statistics, businesses who maintain active blogs generate 67% more leads per month. See, people LOVE reading blogs. Companies can turn this into their advantage by using their blogs to connect more intimately with customers. Relevant and educational posts help immensely in establishing credibility. A blog is a perfect tool for introducing call-to-action and content offerings that will entice readers.
- B2B marketing teams allot 33% of their budget for content marketing, according to this study. It has obviously become so valuable that businesses are willing to give a significant portion of their budget for these efforts. The budget covers content management systems, email marketing software, and other resources that can help them automate tasks.
- The same study also reveals that nearly 87% of B2B companies use social media to distribute their content. There is no better tool to use in reaching the masses than Facebook, Twitter, and other popular platforms, although this is just getting your foot in the door; establishing a following is necessary in order to generate valid returns.
Your doorway to reaching the masses.
Since these facts strongly establish the continuing influence of content marketing, it’s important to attend to the challenges that marketers will have to face in order to keep up in the brand awareness race. Fortunately, these problems have solutions that marketers can work with. Here are some of the challenges in content marketing and how marketers can overcome them.
Problem 1: Producing great content consistently is very hard
Clearly, generating content that audiences will lap up is not a walk in the park. It’s easy to produce content but producing high-quality ones is another matter. Considerable time and skill should be invested and not all business owners can afford to do it. They do have a business to run and there are other important things to worry about aside from getting in touch with customers. Lack of time and budget is a great obstacle in producing quality content.
Solution: Outsource your content. Sure, producing your own content is less risky but if you don’t have the time or the talent for it, you have no choice but to pay someone else to do it. Outsourcing is recommended for start-ups because hiring in-house talent is more expensive. It does come with legitimate risks. You have to make compromises in terms of production schedule. It can be difficult to find people who can produce content that is at par with what you expect. You may have to spend some time finding the right talent but the payoff is great in the long run if you do manage to get it.
Problem 2: Competition is more intense now
There are now more players in the game and you have to fight tooth and nail to keep a winning streak. Even in markets in which there is a limited audience, it seems that there’s too much competition already. By now every marketer and his grandmother have discovered how to use social media and content marketing trends to their advantage so you have to do more in order to gain the larger share of the pie. The more competition, the higher the expectation from audiences, so you have no choice but to understand the human emotions to be tapped in creating content.
Solution: Develop your writing skills
Keep in mind that you’re only as good as your last post. As great as it was, people will expect more and better stuff from you. What can set you apart from competitors is exceptional writing. You and your competitors may be writing and rehashing the same set of stuff so great writing can make your version look and sound more credible. There’s simply no excuse for writing posts that contain grammatical mistakes and erroneous facts.
These are the words you need to remember.
Problem 3: Paid promotion is on the rise
No matter how well-crafted your content is, you can’t maximize it if your message doesn’t reach the right audience. This is where paid promotion via Facebook, Twitter, and LinkedIn comes in. They offer paid tools designed to guarantee that your content will reach the right people. You have to pay to get your content prioritized over everyone else.
Solution: Explore your options
Sometimes, organic social media promotion is not enough to get the kind of attention that you need. In this case, you may want to explore your options in paid promotion. The safest way to go about it is to start small and see how effective your campaign is and then take it from there. Do this before you consider investing in more expensive promotional initiatives. It’s important that you set your goals first before paying. Decide whether you want to attract more followers, get emails for your newsletter, or increase your referral traffic, which are just some of the things you need to consider.
Problem 4: Measuring ROI has become more difficult
This is perhaps the hardest challenge in content marketing. Gauging how successful your campaign is can be a royal pain. Even with the amount of sophisticated technology and tools for content marketing at our disposal, measuring the true ROI is something that all marketers struggle with.
Solution: It’s important to establish on the get-go what you truly want to accomplish here. Maybe you want to expand your audience or generate leads. Maybe you want both. You have to define your goals clearly in order to measure the returns effectively. What you need to measure is just as important as how you will measure it. If you want to know whether your blog is giving you more leads, you need to set your Google Analytics in such a way that you will get conversion paths and tracking. It’s the only way to know if your strategy is doing its job. If you want to increase the social impact of your content, you need to use tools such as Twitter Analytics or BuzzSumo to track the results.