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3 Biggest Content Marketing Challenges

by Designhill Tweet - in Content Marketing - 7 min read

Content Marketing Challenges

Last updated on June 13th, 2018

A well thought out strategy for content marketing can take a business to millions of customers and dramatically improve the conversions. There are dozens of platforms where people look for content to get relevant information. Consistently providing informative and quality content also helps you climb up the ladder in the search engine results.

According to Wikipedia, ‘Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online.Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The purpose of content marketing is to help companies create sustainable brand loyalty and provide valuable information to consumers, as well as create some willingness to purchase products from the company in the future.’

One of the considerations is that marketing is not possible without great content. Businesses cannot simply depend on marketing strategies to get the desired results. They must focus on creating useful content also. So, quality content is first and foremost condition to market content effectively.

Therefore, even if you have an impressive social media page and have a social media strategy, you need to first ensure its content marketing. Without having a proven marketing tactics you can enhance the reach of your social pages.

In fact, there is content marketing behind all your efforts. For example, even search engines will reward your business based on its quality of content and consistency. Your PPC strategy will work when your quality of your ad copy content is great. Similarly, content is a key to driving inbound traffic and leads.

In the last two decades, the content marketing optimization [CMO] experts equipped themselves with many new technologies. These technologies help them make and accomplish several marketing strategies. These technologies were responsible for increasing the marketers’ skills.

So, the marketers are now able to make new effective plans. These plans are regarding websites, loyalty programs, display advertising, ROI analytics, customer journey insights, customer support and more. However, despite the technologies, something that can link these functions in a strong and continuous way is missing.

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The marketing experts feel that the link between the marketing technology and the advertising technology is not that strong as it should be. The content marketing technology is particularly useful for supporting a brand’s media platforms.

These platforms include a brand’s apps, websites, and loyalty programs and so on. The advertising technology is essential to support social media & paid media market. The need of the hour is to bridge the gap between the two technologies. This is where the challenges for the new age marketers is and they must find out the solutions.

Here Are 3 Major Content Marketing Challenges

01. Identifying Customers On All The Touchpoints

When advertising managers chalk out a strategy their vision may be to create a series of ads that build a strong relationship with the viewers. The ads having effective advertisement design will address a customer on an individual basis. This is important when the customers can make purchasing after realizing the relationship with the brand.

Content Marketing

Under this strategy, the marketers acquire the ability to recognize the customer across all the touchpoints. But any such technology will be successful only when there is a continuous connection between the POS/ecommerce system. There should be a connection between the ad targeting platform and the loyalty database.

02. Keeping Pace With The Customer’s Movements

Consumers move fast across several digital platforms. But you can identify them on their every step of their journey. They drop signals of their interests and purchasing intentions each time they make a search online on using mobile apps. Many marketers are lacking in the technologies to catch those signals right when the consumers drop them across the platforms. They must find out the ways to track the signals quickly for a prompt response.

Customer Movements

03. Having Control Over The Data

Most of the content market optimization experts rely heavily on the digital publishers to connect the brand’s customers and the advertising audiences. Here, while the customer data reaches to the publisher of the advertising, the brand does not get the data from the publisher.

So, you may be having an impressive website design that converts users into customers. But you do not get the data from the publisher of the advertisements on your site.

Consequently, the brand sometimes has no clue to the customer journey and loses sight of the steps. This also means that the brand often fails to make connection and conversation on the continuous basis with the customer across channels.

Now, the challenge before the new age content marketing optimizer experts is to find out the connecting technologies. These technologies can bind all those data pieces and technologies together.

These are the key challenges content marketing experts are facing. But there are actually several other hurdles to be crossed.

But there are other challenges too. Many marketing experts believe that one of the biggest challenges is to find out the method to measure the ROI of content-led campaigns.

In fact, only a few marketers know how to run their content marketing output. Very few marketing are sure that they are adopting the best content marketing practices. Such marketers think that they are in favor of investing in robust measurement strategies.

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Many content marketers think that insufficient staff is their greatest challenge. They also admit that producing an engaging content is tough. They also are of the view that it was difficult to find out the creative talent for delivering effective content marketing campaigns.

Other markers believe that employing the staff for content marketing is a challenge. They want people from non-marketing backgrounds such as journalism also to be hired in the marketing field.

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Another key point that should be mentioned here is that content marketing depends on on the quality of graphic design. For example, you have a great text content such as a blog, but what the blog design plays a crucial role in the acceptability of the content.

Similarly, if your infographic design is memorable, it will drive more traffic with an effective strategy to market this content.

The fact is that you cannot successfully implement your content marketing strategy without first having unique and memorable graphic design items that a company needs. Your company’s impressive logo design, for example, also will draw the user’s attention toward what you are marketing.

So, would you like to have remarkable logos, business cards, brochures, website etc. graphic designs as part of your content marketing strategy? If so, then you should get your logos etc design products from crowdsourcing the work to Designhill.

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Conclusion

Most of the content marketers think that identifying customers on all the touchpoints, keeping pace with customers’ movements and having access to data are the main challenges. Others think that getting non-marketing staff for content marketing is equally challenging to write quality content.

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