10 Content Marketing Challenges (and How To Solve for Them)

1 © 2015 Amanda Calhoun. All rights reserved.

10 Content Marketing Challenges (and How To Overcome Them)

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© 2015 Amanda Calhoun. All rights reserved.

CONTENT IS HERE TO STAY


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BUT WITH SO MANY COMPANIES TRYING TO USE CONTENT MARKETING TO GROW THEIR BUSINESS, IT’S BECOME HARDER AND HARDER TO STAND OUT


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WITH CONTENT MARKETING COSTING 62% LESS THAN TRADITIONAL MEDIA BUT GENERATING 3X

THE LEADS – IT’S A STRATEGY YOU CAN’T AFFORD TO IGNORE


https://www.act-on.com/ebook/attraction-101-content-marketing/

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KEEPING THAT IN MIND, HERE ARE 10 CONTENT MARKETING CHALLENGES OUR CLIENTS HAVE FACED – AND HOW YOU – CAN OVERCOME THEM


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1) BUDGET LIMITATIONSDON’T TRY TO DO IT ALL. SCALE THE PROJECT TO YOUR RESOURCES

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2) CREATING A CONTENT SHORT LISTFOCUS ON A LIMITED LIST OF ASSETS THAT APPEAL TO YOUR BEST PROSPECTS AND CUSTOMERS: “HOW TO, TOP TEN, BEST PRACTICE, COMPARISON GUIDE, CHECKLIST, WHY YOU?”


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3) LACK OF INTERACTIVITY/ ENGAGEMENT WITH ASSETS

REPURPOSE 2D ASSETS INTO MORE ENGAGING ASSETS BY ADDING POLLS, Q&A, SELF-SELECTION, ETC. USE 3RD PARTIES TO ADD MORE SOPHISTICATED INTERACTIVITY


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4) QUANTITY/ VARIETY OF ASSETS NEEDED TO FILL THE BUYER JOURNEY

START WITH ONE STORYLINE. STICK TO THE STORY. BUILD OUT THE CONTENT FROM THE END OF THE JOURNEY BACK TO THE BEGINNING. FOCUS. REFINE. LIMIT


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5) QUALITY OF ASSETS TO ATTRACT THE BEST/MOST PROSPECTS

BE GENUINE, DON’T TRY TO SELL


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6) LACK OF PROCESS

ASSIGN A PROJECT MANAGER TO POLICE DUE DATES AND DELIVERABLES


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There no longer is a separation between inbound and outbound


7) LACK OF BUY-IN BY ALL STAKEHOLDERS AND CONTRIBUTORS / LACK OF INTEGRATION ACROSS TEAMS

SELL THE STRATEGY TO THE TEAM AND ALL CONTRIBUTORS. REQUEST FEEDBACK. INTEGRATE THE STAKEHOLDER REQUESTS THAT IMPROVE THE PROGRAM. AGREE ON DELIVERABLES AND DUE DATES. REQUIRE SIGN-OFF

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8) INCOMPLETE MEASUREMENT TO PROVE ROI

IF YOU CAN’T MEASURE IT – YOU CAN’T FIX IT. ADD THE NECESSARY TRACKING TO DETERMINE IF YOUR CONTENT IS WORKING FOR YOU AS DESIRED


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9) POOR USER EXPERIENCES THAT UNDERMINE CONTENT EFFECTIVENESS

BUILD IN TIME AND BUDGET TO REFINE ANY CREATIVE, COPY, CTA, LANDING PAGES, REGISTRATION FORMS AND OTHER USER EXPERIENCES TO IMPROVE CONTENT IMPACT


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10) LACK OF EXPERIENCE/ TRAINING RESOURCES

LEARN FROM AN EXPERIENCED PARTNER; TAKE OVER THE PROCESSES AS COMPETENCY AND AVAILABILITY INCREASE


10 Content Marketing Challenges (and How To Solve for Them)

Marketing

Transcript of 10 Content Marketing Challenges (and How To Solve for Them)