Patrick Osinski : startups advisor, all about Social Media, Marketing, Business Dev, SEO, Design, Digital content, Innovation, Apps.
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"You know you're on the right track when you become uninterested in looking back."
Friday, April 22, 2016
12 BIGGEST CONTENT MARKETING CHALLENGES IN 2016
Great content takes a lot of hard work and time to create. At the Digiday Content Marketing Summit in Austin last month, marketers got together to share some of the biggest content marketing challenges their companies or agencies are currently facing.
The major themes that emerged included tying content marketing efforts to business value, limited resources and internal tensions that hinder the content production process. Let’s take a closer look at 12 of the biggest challenges that are keeping marketers up at night.
Content Marketing ROI
Many marketers are struggling to show the ROI of their content marketing efforts. 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. Often times these are brands whose digital conversion paths cannot be tracked or analyzed.
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.
For other marketers, their biggest challenge is tying content to conversions and defining relevant, appropriate metrics to measure and evaluate the impact their content marketing programs make on the business’ bottom line.
Marketers can create great video content, but how do they guarantee that it is seen by their target audience? How do they guarantee that the message of the video was viewed? The cost of guaranteeing that messages are seen is becoming increasingly more expensive, and the industry needs to be prepared for the increased cost.
Other marketers are facing time and resource constraints to produce quality videos. Some marketers also struggle with building out a sustainable video content strategy that can product videos which can live and scale across multiple markets.
Consistent Content Operations
Different teams and organizations within a company all produce content to support various programs and channels they own, and this creates content quality and consistency issues. Marketers are looking to manage and govern their content creation process more efficiently to ensure all content produced is compelling, consistent and effective for their target audience.
Credibility And Authority
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. 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.
Marketers are thus looking to develop an effective content strategy that will allow them to maintain the brand’s identity and boost marketing ROI, while improving their brand’s authority and thought leadership in the space.
Budget remains one of the top challenges marketers face when it comes to justifying the cost and investment in their content marketing programs. Many senior leaders compare content marketing to more mature marketing programs and channels that have a more linear or positive ROI, which makes it very challenging to fight for budget toward content marketing.
Marketers on the agency side shared the same sentiment when it comes to their client approval process being too long. Some stakeholders are wanting to provide input at every step of the content creation process, which creates bottlenecks and delays in production timeline.
For both agency and non-agency marketers, staying timely and relevant with the long, clunky approval processes they need to go through with content creation is one of the biggest challenges that’s keeping them up at night.
Marketers face various branding challenges when it comes to content marketing. Some struggle with maintaining their brand voice as brands expand their in-house teams and outsource content creation to external agencies and partners. Others struggle with maintaining their individual brand identities while working under a bigger umbrella brand.
Volume, Quality And Speed
One of the biggest challenges many marketers share is figuring out how to deliver engaging, compelling content with speed, without compromising on quality and volume. Trying to stay nimble and agile within a large corporate structure also proves to be a big pain point for many marketers.
For many brands, there is a lack of alignment in strategy and messaging across different platforms, which can hurt the customer experience and content marketing success. Cross-team collaboration becomes a big challenge for marketers when individuals and teams are working in silos and towards different visions and goals.
The ever-changing marketing landscape means marketers need to dedicate themselves to lifelong learning and innovation to reinvent themselves, or risk extinction. Training their teams on the latest marketing practices is another top challenge for many marketers as they are also trying to navigate the learning curve themselves.
This may sound surprising to some, but convincing brands to put customers first is still a challenge many marketers face when creating content. They need to help brands change their mindset about the value of content and understand that content marketing isn’t the same as advertising. Content marketing is about being helpful and providing real value to customers, by giving them what they want and need at each stage of the customer journey.
Identifying influencers to help amplify content is another challenge many marketers face with their content marketing efforts. Creating great content is not enough anymore, you need an effective promotion strategy to help customers find and see your content.
Is your organization or agency currently facing any of these content marketing challenges? If so, how are you solving them? I’d love to hear your ideas, please share them below!