Nearly every content marketer has a shared goal of producing quality content that creates brand awareness, loyalty, and excitement. But there are quite a few content marketing challenges that can make it more challenging to reach target consumers.
Fortunately, with the right strategy and tools, you can overcome many of these roadblocks and see the types of content performance results you’re looking for. So read on to learn how to anticipate common digital marketing challenges. Plus, get some tips to connect with your consumers.
What is the biggest marketing challenge?
In the United States alone, companies spent a staggering $240 billion during 2020, but an estimated 40% of digital media spend is wasted. So the most obvious challenge for marketers is simply connecting your message with the right target audience.
You want to ensure your potential customers interact with your marketing efforts in meaningful ways and don’t just train their eyes to avert your banner ad. Instead, your message needs to drive conversions that generate new business and customer retention. Of course, creating compelling content can be challenging for many companies.
What problems do content creators face?
There’s no shortage of issues to tackle when crafting an effective content strategy as part of your marketing efforts. Whether you’re working with b2c brands or need to create some b2b lead generation, your content marketing strategy needs to center around driving conversions.
There are several traps you can fall into as a content creator. Here are a few top content marketing challenges to look out for.
- Lack of clear objectives. What are you trying to do with your marketing strategy? What KPIs matter for your company, and how are you measuring whether or not you’re hitting this goal?
- Misunderstanding the target audience. Who is your customer base? What do they want/need? How can you help? Product-market fit remains a crucial challenge for many content creators, whether you’re creating a b2c or b2b marketing strategy.
- Bad content. Creating quality content takes time and effort, and you get what you pay for when it comes to attracting talent. Sometimes content creators can be their own worst enemies when they take shortcuts by producing sub-par articles.
- Not promoting content through the right channels. While an elaborate Google ad campaign can get you great placement for a while, it’s not the ideal way to generate recurring top positions on the search engines.
- Neglecting their current customer base in favor of new leads. Happy customers refer others to their site, generating stronger traffic and leads. Ignoring your core audience when crafting your next content creation idea can cannibalize your brand.
What are the challenges of delivering content digitally?
Several of these content marketing challenges and concerns especially apply to digital media. Many clients only receive content through digital channels, so marketers must find different ways to connect with their target audience. The rise of social media channels has also drastically shifted the marketing landscape over the past decade.
In 2020 social media influenced an estimated 71% of consumer buying decisions. These interactions often result in a much shorter customer journey, so brands often don’t have as much time to make a substantial impact. Cutting through all of the clutter of the sheer quantity of social media content can also frustrate many marketers.
B2B companies can experience similar content marketing obstacles. The sheer volume of digital marketing content makes it difficult for even the most seasoned content marketer to keep producing engaging, high-quality content that delivers clear results.
Customer success can be another challenge in the digital age. Even though most of us have more Zoom meetings than we’d like, we often lack face-to-face interaction with clients. So a customer support team dealing with digital consumers must make their clients’ satisfaction a top priority. They need to understand and prioritize the needs of their existing customer base.
What are the challenges in marketing today?
The rise of digital marketing has presented many content marketing challenges for those in the industry. It’s not enough to invest in writing content. To ensure you have a great ROI and that your intended audience reads what you’re creating, you need a quality content marketing strategy.
A blog post on its own isn’t enough to compel your audience to take action. Your audience might not even be able to find you if your articles aren’t optimized for SEO (search engine optimization). You need a more focused marketing strategy, complete with SEO, an understanding of Google analytics and content trends.
You also need to invest time and effort into topic ideation, so you can make sure that you’re writing the type of content your audience wants to read. You’ve got to pull from lots of digital resources just to make sure your content doesn’t get lost in the universe of Google.
It’s not enough to create a quality infographic these days. You’ve got to label it complete with the appropriate SEO terms so it can go to the top of the SERPs (search engine results pages).
What kind of challenges does the shift to content marketing produce for brands?
Despite the challenges marketers can encounter, according to a 2021 SEMRush survey, about 84% of their surveyed B2B and B2C companies had a content marketing strategy. But only 11% considered their strategy to be an excellent one. 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. To run an effective content marketing strategy, a company needs people with SEO expertise, social media competency, email marketing knowledge, and a strong analytical mindset to hone in on the target market. Finding and training a team can present a challenge for many content marketers.
Finding the right content marketing platform can also be problematic for many teams. Investing in content creation costs a lot of money. While many fantastic platforms offer helpful solutions, making sure you get a strong ROI on your content creation investments can be easier said than done.
But if your team just needs a quick restart, here are a few tips to help you recenter and find that proverbial North Star.
Four steps to overcome content marketing challenges
Every marketing team will have unique business challenges, but 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?
2. Make sure your branding is cohesive. That way, people will quickly identify your company and know who you are. You’ll also create a positive customer experience with each piece of content they encounter.
3. Know your audience. Look for the optimal channels to promote your content.
4. Identify KPIs and measure the results to know what’s working and what’s not. Prioritizing the most strategic plans will help you make informed business decisions.
Even if you don’t have a significant budget for digital marketing, knowing your audience, creating a cohesive message and branding strategy, and tracking the most meaningful results for your company will go a long way.
What are the future challenges of content marketing?
With so many mediums and marketing channels, fragmented consumer attention remains a growing challenge. How can you make sure that your blog work or 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 know about 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! That’s why the rellify platform and team of content marketing experts have been so crucial in helping their customers experience tremendous marketing success. They work with their clients to identify business goals and develop a content strategy that takes their blogging or content marketing work to the next level. Their existing customers have noticed extraordinary results in their search engine placement, click-through rates, and customer acquisition. So contact their sales team to learn more.
There will always be new demands on content marketers to deliver the best possible message to the right audience. And rellify provides quality tools to ensure your content connects with a relevant audience, even in the fragmented digital age.