A growing number of businesses are realising that in order to be heard they must leverage knowledge and use it as currency. To do this, many are turning to the power of content marketing – after all, it costs 62% less than traditional marketing and generates three times as many leads1. However, implementing a successful strategy is far from easy.
Here are five of the biggest pain points when it comes to value-add content marketing.
1. TOO TIME CONSUMING
Adding value to existing or potential new clients with a smart content strategy, whether it’s thought leadership or an industry insight report, requires planning ahead of delivery. It’s not something that can be cobbled together in an afternoon. Areas to consider include who is going to be involved internally, who your target market is, and what your objectives are. Post-launch, it’s also crucial to analyse results to measure success. Where does this responsibility lie?
2. DON’T HAVE THE RESOURCE
Many organisations have woken up to the value content can add, with statistics indicating that 60% of marketers create at least one piece of content daily2. However, others simply lack the resource. Developing and delivering a successful marketing strategy requires a team effort, and can pose many challenges. If your message isn’t engaging, or not delivered effectively, then you run the risk of making all your team’s hard work fruitless.
3. LACK THE EXPERTISE
Different types of content can help you connect with your target market in number of ways. That includes easily-accessible blogs, eye-catching info graphics, industry insight reports, and many other formats. The question is, do you have the expertise in-house to generate the ideas, then do the heavy lifting in terms of researching and writing? Without a dedicated and experienced editorial team, delivering the content that you need to engage your audience can put the brakes on a strategy before it even starts.
4. NOT USING THE RESULTS
There are many platforms out there designed to make delivering and measuring the success of your content marketing easier, including Campaign Monitor, MailChimp, ToutApp, and Dotmailer, to name but a few. While these platforms give you easy access to open and click-through rates, many organisations don’t make the most of results. With any content marketing, you should follow up on those who engaging with it – otherwise you’re missing out on a potential revenue stream.
5. NOT SURE WHERE TO START
Content marketing is the most cost-effective way to get seen, get noticed and become a brand that people know. However, it’s important to remember that developing and delivering a successful content strategy is a long-term, sustainable approach that pays you back over time. And, if you don’t have any experience when it comes to delivering content marketing, let alone developing a content marketing strategy, it can difficult to know where to start.