Here’s an approach for making your content resonate deeply at the point of discovery: For many marketers, they struggle with finding and establishing a credible and authoritative voice for their brands, and cutting through the noise to capture their target audience’s attention. PRO TIP: Research, find patterns about your audience and design your content strategy around that. If done right, Syndication drives traffic. Identifying influencers to help amplify content is another challenge many marketers face with their content marketing efforts. Include conference topics aligned with hot topics, upcoming publications of books or white papers, release of blockbuster entertainment events, issuance of government regulations or dates of special hearings, seasonal or cyclical events, marketing campaigns, etc. This technique can help you grow your audience from authoritative sites. Is your organization or agency currently facing any of these content marketing challenges? He’s Australian so please forgive his potty mouth. You ask “How can we create a viral video?”. How do we guarantee that the message of the video was viewed? Adopt a center of Excellence approach that is both dynamic and inclusive. And their search patterns reflect the need for basic education. It helps you build good connections with bloggers from your industry. Exactly the kind of content you are too afraid of publishing because you think your target audience already knows the basics. Ardath Albee (@ardath421) suggests we need to “Take a Customer Field Trip” and try to look at our marketing and our content as a customer might see it. From quality vs quantity to creativity vs SEO debate, there are many challenges for content marketers. So let’s explore why this is. Often times these are brands whose digital conversion paths cannot be tracked or analyzed. Only 19% of marketing leaders in the Accenture survey felt they have clear objectives established when creating new content assets. Converse with them to understand their pain points and provide solutions in your content. Analyze performing and non-performing metrics for each KPI on a periodic basis and use to calibrate approach. In addition, often no master editorial calendar drives the content creation or amplification process. You may find great communities with super engaged audiences that love your content. Start with an insights process that provides deep understanding, fresh perspective and a honed vision of what will resonate and fulfill a specific need. These are the key terms that can describe your experimentation process. You’re resistant to “giving away” content for free (without registration). Identify the sources of those metrics and pull into a dashboard using connectors. Defining your value story requires a methodical approach. Today, Michael helps build successful content marketing programs for leading brands and startups alike. To combat this, marketers use a purchase intent model that assigns different weights to customer interactions with a piece of content, but they admit that this model isn’t perfect. The financial space, for example, is filled with “experts” offering advice and insights to consumers, which makes it extremely difficult for brands to stand out with their content. Cross-team collaboration becomes a big challenge for marketers when individuals and teams are working in silos and towards different visions and goals. Create a content governance structure that aligns with future state. Content marketing is challenging and it takes a lot of effort and resources to create great content that generates engagement, shares and sales. The cost of guaranteeing that messages are seen is becoming increasingly more expensive, and the industry needs to be prepared for the increased cost. Be consistent with posting, interacting and providing value to your audience. Cyclical events, seasonal dynamics or conferences are good examples. Marketers face various branding challenges when it comes to content marketing. The real goal is to create content consistently mapped to the buyer journey. Your content talks more about your products. Subscribe here for regular updates. If there’s one thing we can ALL agree on – no matter what background you come from, religious affiliation or political views included – it’s this: Most B2B content … Save my name, email, and website in this browser for the next time I comment. Chapman (@cc_chapman) predicted that companies will become better at this when he begged to see “more brands interacting in real time with their customers.”, Barbra Gago (@BarbraGago) also suggests marketers stop trying to “re-invent the wheel with every piece of content” and should instead focus on helping prospective buyers find “the right information–the content that is going to help them move through their purchase process.”, In an article on CMI, Alison Bolen (@alisonbolen) explained that the greatest challenge in content marketing is “understanding your customers well enough to develop content that is useful and relevant for them.”, And Marcus Sheridan (@TheSalesLion) gets to this same point when he asks content marketers to “write and communicate in a way that is completely and utterly on the level of their audience, not the level of the industry professional.”. They use traditional time-stamped publishing models to schedule content. Chances are most of them don’t have any. If so, how are you solving them? Let’s take a closer look at some of the biggest challenges that are keeping marketers up at night. The major themes that emerge include tying content marketing efforts to business value, limited resources and internal tensions that hinder the content production process. P.S: Checkout our awesome Content research tool, Social Animal and let us know your feedback. Your content needs to be published frequently, based on your buyer’s journey, and mapped to keywords that relate to your business. You cannot win an audience with your 1st piece of content. You haven’t defined an appropriate next step or “call to action” for your content. Marketers from the agency side, for example, shared that some of their clients are wanting to know how many conversions can be attributed to a specific piece of content or channel. The real goal with content marketing and branding is to think of content marketing as the platform to tell your brand story. In order to guarantee content marketing success, you have to thoroughly research and find out what your users want to read. You use your people and their passions and expertise to share what they know with your target audience. You constantly try to re-create your own “Oreo Dunk in the dark” or “Ellen Oscar Selfie” moment. Quality of the content should never be compromised and creativity fuels the reach of your work. It requires the brand to view the output from the insights process through a different lens. Curated content helps in growing a highly relevant audience. Buyers are searching online every day. Here are the most common hurdles that B2B content marketers face: ‍ Struggling to produce enough content. In our experience, there is no dearth of available background information to inform story ideation and road map development, but typically information is scattered throughout the organization with no systematic way to capture, analyze and apply it. Based on research and our own experience, these are the 10 biggest content marketing challenges marketers face today: Producing high-quality content; Generating content consistently; Prioritising content expertise Identify the metrics that will work as a unit to tell a value story. Yes! In other words, they make the biggest marketing mistake and make it all about themselves and not about the customer. Conclusion. Create a content calendar & plan your content for a blog as well as social media platforms. You don’t have resources to publish on a regular basis. Trying to stay nimble and agile within a large corporate structure also proves to be a big pain point for many marketers. The first one on the list is producing content that resonates with your target audience. Join our Facebook Group. The lack of a chief content officer or well defined governance process results in no central authority to lead and direct the content creation process. Implement strategies that will make your audience value your efforts. But these are the ones that just flew right off the top of my head. While 100% of marketing leaders surveyed all agreed that content is vital to the success of their businesses, content overload has become a top challenge for many organizations. Marketers on the agency side shared the same sentiment when it comes to their client approval process being too long. It is the best way to connect with your audience. You have a corporate blog but only publish company news on it. Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance. Check out this video from a recent marketing keynote speech where I explain this dilemma: As my friend Todd Wheatland once said, the only answer to the question on how to make a viral video is STFU!