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Liz Mackenzie

By: Liz Mackenzie on April 25th, 2017

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What Are the Main Challenges of Content Marketing?

Content, Social & Digital Marketing | Marketing Automation

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So, firstly, what is content marketing? Essentially, the basic definition is any marketing centered on the creation, publication, and distribution of online content for your ideal customer and targeted audience. This can include blogs, videos, photos, social media posts that your target will find valuable, informative, instructional, or entertaining. However, unlike other marketing, it is not explicit self-promotion. While the ultimate purpose is promoting your brand, or creating an interest in your product or service, this is accomplished by providing for the informational and entertainment needs of existing and prospective customers. 

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For many business owners, content marketing is a foreign concept. It wasn't even a thing when they started their company. That said, these days everyone is trying to be a content marketer. However, there are many challenges associated with content marketing. Creating content is easy, but creating good content is hard, requiring a respect for it as creative work. It is not as simple as posting blogs with generic marketing information and photos of new customers. Your content must have value to your audience and feed their demands.

Today, the main challenge of content marketing is while most companies are creating content, few have the ability to create content that engages their target. As reported by the Content Marketing Institute, as much as 70 percent of content goes unused. It does not attract click-throughs, inspire comments or social shares, and will not grow conversion rates. This is because the content does not supply the demands of the target audience.

Ultimately, the consequence of not creating unique, valuable content is underperformance, lost time, and wasted money. Your audience wants content created specifically for them, and are seeking material that relates to their goals, desires, and interests. Use your content to solve problems, answer questions, and provide your audience with solutions. Moreover, listen to what your customers are telling you. Evaluate the types of content, and creates more of what works.

What haven't we covered yet that is important to you? To learn more on this topic, check out our HighRoad U On Demand Webinar: SEO + Content: The Perfect Match To Generate New Revenue. 

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