8 Challenges In Content Marketing One May Face - Semalt Expert
For years, content marketing has been the buzzword of the industry. While the majority of marketers now understand that it's not just about publishing a few texts and images, many still struggle to develop a clear strategy.
Content marketing seems simple at first glance. A little text, a few nice pictures, post, and you're done, right? If you're reading this article, you'll know it all along: nothing is simple here, and without a strategy and a powerful monitoring tool like the SEO Personal Dashboard, you can forget it.
The question remains as to why so many companies fail ruthlessly with their content strategy - even though they know it's an important topic. Below are some possible answers. So the classic mistakes can't happen to you in the first place - danger recognized, danger avoided!
1. Misconceptions about content strategy
Many companies approach content as if it were some sort of hobby. A job that casually sits alongside and conveniently increases sales. Unfortunately, such an approach leads to false assumptions like...
"One blog post a week is easy, right?"
"Anna and Tobi are really good with people, let them do the social stuff."
"Wait, in a month, the leads will explode."
No meaningful strategy emerges under such conditions. A social media editorial plan or an "as soon as it's time" blog post is still not a content strategy. This brings us to the next point...
2. Getting started quickly and without a content strategy
Before you write the first piece of copy, record the first podcast, and launch the first Facebook ad campaign, a long-term plan needs to be established. After all, nothing else is a strategy.
In addition to choosing the topic and timing, this also includes brand voice (among other things). If you don't know exactly how to communicate internally and what you want to stand for, how should that be reflected in the content? Content is there to represent your brand. So before everyone makes their own soup, it's best to develop a brand image together that you can consistently deliver.
Don't forget: you absolutely have to document the content strategy! In the Content Marketing Institute's 2020 report, 69% of respondents said they had a documented strategy - and these companies were also among the top performers.
To get started, be sure to ask yourself the following questions:
- What are your specific goals?
- What do you want to measure them by?
- Who is responsible for what?
- How often do you want to analyze the content?
- How will you promote the content?
3. Impatience in content marketing
Content strategies require a lot of endurance. True success in the form of significantly more traffic or a stronger brand image takes months or even years.
So don't be frustrated if, despite your best efforts, the results are only moderate at first. This is normal! Also, think carefully about how you want to measure success. Are the goals set too high and unattainable from the start?
Impatience only makes you throw in the towel too quickly. And as soon as that happens, that's it with the rigorous long-term strategy. No one can give you back the time you lost. So it's best to stick to it - after all, you don't win a marathon just by training for half an hour!
4. Insufficient budget for content marketing
As I said, content strategy is not a hobby. It requires a lot of resources, after all, the strategy includes various areas:
- Planning ahead
- Creating content
- Designing content
- Actively promoting content
- Updating existing content
- Maintaining social media channels
That's a lot of man-hours, not to mention the cost of image/video material, tools, etc. As far as tools go, we recommend using the DSD tool: an all-in-one tool that will help you lay the right foundation.
Moreover, with the DSD tool, you can check the status of your site for free and have access to the essential data to establish a good strategy.
In plain English, to have a successful content marketing strategy, be prepared to roll up your sleeves and invest time in each of the content elements.
Planning high long-term budgets for content is a very good investment. After all, today, only the best content is good enough and is rewarded by search engine algorithms.
5. Too much trust
Conversion is not the focus of a meaningful content strategy. Yes, you read that right.
Sure, it has to pay off and it goes without saying that you are fully convinced of your offer, but if all you have in mind is sales numbers and the bottom of the funnel, you are just a barker. That doesn't work in inbound marketing times anymore. Pure push advertising seems like the company has nothing else to offer.
Today's content strategy needs to focus on one thing above all else: branding. For content, that means: less "us" messages and buzzwords. Don't say what you can do, but focus on the target group. Every piece of content you produce should benefit the person reading it, not the company.
Take a look at what your target group is talking about. What worries, concerns and wishes do they have? Where have they had bad experiences? You can read all about this in forums and comments, including on:
- Google reviews
By visiting such forums or platforms, you have access to a good overview of what consumers are still unsure about and what information they want.
This way, you will easily be able to identify your customers, since they themselves will give you vital information about their habits and needs.
6. Too little self-confidence
In content marketing, there's not only a lot of good theory, but also a lot of hot air. It seems like a new approach pops up every day that is supposed to revolutionize everything. "If you don't do XY now, you can pack your bags right now!" - this nuance often resonates. Understandably, it can be disorienting.
But the best approach is to stay calm. Think carefully about whether it makes sense to implement all the smart advice in content marketing theory.
Starting with the classic advice, "Do what the competition is doing!" This makes only limited sense. Yes, you should focus on what works. But if everyone is implementing what everyone else is already doing, where is the individuality?
Instead, try your own experiments. What's wrong with showing an advantage and not following the same path as the rest of the world? Nothing, as long as you stand up for your point of view - and have thought carefully about how a statement or campaign might be received. Because with idiosyncratic "opinions" and a lack of insight, you can really get yourself into trouble.
7. Copied content
Content marketing has a problem: pretty much everything has long been said a thousand times. Finding a unique spin has become nearly impossible on many topics.
Is it likely that you will learn something completely new here somewhere? Is it enough to write what is already there, plus a little more to make it "skyscraper content"? This is how every content strategy hits the wall.
What if you don't have an idea of your own approach?
Pay attention to your "yes, but" moments in contest entries. Where do you find the information too superficial? Where would you rather have a concrete example? In short, where do you think, "Yes, but what's in it for me now? "You are certainly not alone in feeling this way.
As an example, let's go back to the keyword "legal protection insurance". The SEO Personal Dashboard keyword tool will show you, among other things, that the topic of retroactive insurance is in demand.
The aspect of "retroactive insurance" or waiting periods is only mentioned in the best articles on Google in subordinate clauses (to March 30, 2021). This would be an opportunity for you to do better in your content and provide new information.
8. Sit back and wait
Content strategy also includes beating the drum for new content. In fact, distribution is almost as important as the content creation itself. So don't wait for people to come to your content on their own. That's like buying all the kitchen ingredients, putting them on the table, and waiting for the food to cook itself.
Make an active effort to get mentions, share your content, and interact with people who view the content. Content doesn't exist in a vacuum and content strategy is a cycle - not a stubborn step-by-step guide.
Content strategies fail when they are seen only as a creative form of advertising. Because a content strategy requires not only creativity, but also analytical thinking, foresight, and patience. Before the implementation begins, it must be clear what brand image the content should draw and what means are best suited for this.
Has everything gone well for you? Then you can start - good luck with your content strategy! You can use the DSD tool to increase your chances of success and make sure you reach your goals.