Nearly every content marketer strives to produce quality content that creates brand awareness, loyalty, and engagement. But we all face marketing challenges that make it harder to reach target consumers.
Fortunately, with the right strategy and tools, you can overcome the roadblocks and realize impressive content-performance results. Read on to learn how to anticipate common digital marketing challenges and gain tips on connecting with consumers.
What is the biggest marketing challenge?
In the United States alone, companies spent a staggering $297.5 billion on advertising in 2021 (1), but an estimated 40% of digital media spending is wasted (2). The most obvious challenge for marketers is simply connecting the intended message with the right target audience.
In addition, many companies have trouble creating content that’s engaging. You want prospective customers to interact with your marketing efforts in meaningful ways, not train their eyes to avoid your banner ad. Your message needs to drive conversions that generate new business and customer retention.
What problems do content creators face?
There’s no shortage of issues to tackle when planning a content strategy as part of your marketing efforts. Whether you’re working with B2C brands or toward B2B lead generation, your content marketing strategy is about driving conversions.
There are several traps you can fall into as a content creator. Here are a few of the worst:
Lack of clear objectives
What are you trying to accomplish with your marketing strategy? What KPIs matter for your company, and how are you measuring performance? The best way to break down this concept is with a metaphor.
- If the goal is to increase organic traffic to your brand’s website, think of this as your destination.
- The vehicle to get there is content marketing.
- The engine that powers content marketing is your content strategy.
- The ROI for your engine-powered vehicle is measured by the increase in average monthly visitors to the website over an established time in your content strategy.
Misunderstanding the target audience
Who is your customer base? What do they want or need? How can you help? The product-market fit remains a crucial challenge for many content creators, whether they’re creating a B2C or B2B marketing strategy. Content marketing success requires understanding different buyer personas within the complex ecosystem of individuals who prefer to consume their content differently.
You can only fully understand the disparate preferences of your audience when you put in the effort. Go deeper than just establishing their age, gender, goals or interests. To truly connect with individual buyer types, think about building multiple buyer personas. Then create different types of compelling content to reflect this diversity.
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 (3). 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 (4). 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.
1. Identify a clear, consistent message. What are you trying to sell? How are your words resonating with your audience? You may know the product or service like the back of your hand. The key is communicating it well. Avoid unrealistic expectations about your audience and their familiarity with the industry or products. Your message needs to be clear, concise and consistent.
2. Make sure your branding is cohesive. That way, people will easily identify your company and know who you are. You’ll also create a positive customer experience with each piece of marketing content they encounter.
3. Know your audience. This also means looking for the right channels where your audience spends their time. These should be useful and relevant platforms where you’ll promote your content and generate leads.
4. Identify key performance indicators (KPIs). Measure the results so you know what’s working and what’s not. Prioritizing the most strategic plans will help you make informed business decisions.
What are the future challenges of content marketing?
With so many mediums and marketing channels, fragmented consumer attention remains a growing challenge. It takes a while to see results in your content ROI. These results can also be difficult to measure as the content trends change rapidly.
So how can you make sure that your blog or other published content gets the attention it deserves? This fundamental question will remain one of the most crucial content marketing challenges in the years ahead: How can people discover what you’re doing and be a part of it?
If you’re feeling overwhelmed by digital uncertainty and new challenges, you’re not alone!
There will always be new demands on content marketers to effectively deliver the best possible message to the right audience. That’s why the rellify platform and team of content marketing experts have been crucial in helping customers experience marketing success. rellify provides quality tools and expert services to ensure that content connects with a relevant audience, even in the fragmented digital age. We work with clients to identify business goals and develop a content strategy that takes their blogging or content marketing efforts to the next level.
Existing customers have noticed extraordinary results in their search-engine placement, click-through rates and customer acquisition. Are you ready to join the ranks? Contact rellify’s sales team to learn how to upgrade your marketing strategy and begin attracting and keeping customers.