Content Marketing

Challenges of Content Marketing and How to Overcome Them

Challenges of Content Marketing and How to Overcome Them

Content marketing is believed to be an easy task, however marketers are still struggling to gain a complete understanding. It can be a tough area to get right for the marketers. Organizations believe that an effective content strategy is as simple as getting a lot of content out in order to gain customer attention. However, it is not that easy. Content marketing is not about just the quantity.
There are two things that an organization must keep in mind to get content marketing right. First, they have to gain a thorough understanding of the market and the target audience. If the organization does not know the details about the market or its audience, then whatever strategies they formulate will go to waste. The next step is to make sure allplans are documented. Every small detail should be accounted for in order to figure out where the individual pieces fit, what channels they have been used on, and how effective it, ultimately, all is, so that the organization can refer to it often. During the documentation stage, it is imperative to run metrics on how the content is performing. Organizations will always learn something new about their audience as well as the content they have employed and how they need to restructure and redistribute it.
Initially, content marketing mostly focused on text-based content – short and long form, tweetable as well as shareable text. However, with progress, images have become important in all forms of content marketing. Marketers have to create content that the audience would like. The best way to do that is by getting the right mix of content types. However to combine what the audience wants to consume as well as paying attention to new fads can become tricky. It depends on the organization to figure out the right mix of quality, quantity and speed.
Another challenge for the content marketing team can be getting the correct tool in place that will manage, create as well distribute the content efficiently. There are a number of tools to choose from – writing and collaboration tools, distribution tools, personalization tools, and so on. For quick marketing and high volume production, organizations will need to use a good number of tools.
Marketers will have a tough time as they will constantly find themselves struggling between content type, quantity, quality as well as time to market. They will be required to spend time trying to find out the best technology that will help them find the right mix. Marketerswill be busy figuring out the best combination of tools and what exactly will lead to success in content marketing.
Another area in content marketing that is slowly on the rise is web content management. Many web content management vendors are making place for their platforms in the landscape of marketing technology. However, there are still not too many social media management and measurement tools, as well as no integrated web content platforms. And social media is the most important content distribution method currently.
Keeping these trends and challenges in mind will go a long way in untangling the content marketing landscape and consequently result in better clarity.