The five biggest challenges in content marketing, from Juggling Swords
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The five biggest challenges in content marketing

Feb 10, 2017 / by Nathan McGregor / In Business, Content marketing, Uncategorized / Tags: , , , , , , , , , / Leave a comment

What do you think are the five biggest challenges in content marketing?

Content marketing is defined as ‘a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.’

The 5 biggest challenges in content marketing

Simple, right? Well, not necessarily…

Sometimes the biggest challenge in content marketing could actually be just getting started.

Challenges in content marketing: Fresh content

For anyone that has tried content marketing before, many stumble and fail at the first hurdle – the creativity. There’s no doubt it’s one of the biggest challenges in content marketing.

Having the ability to generate fresh content ideas week in week out can seem daunting and time-consuming, especially if that’s how you have to spend most Monday morning meetings.

That’s where content calendars come in to play.

Map out your content marketing ideas months in advance. Schedule a creative content marketing meeting in your diaries, assemble as much of the task force as possible and get your ideas down on paper.

For fresh content ideas, stay tuned to current trends and what your target demographics are being influenced by and try and incorporate that into your own brand message.

For further content ideas, you can always drop Juggling Swords a tweet or an email – we love hearing about what potential content marketing ideas you may have!

Engaging an audience

You’ve created your content and uploaded it to your website but nothing is happening.

Where is your audience?

You have to engage with them!

Firstly, get your content out on your social channels – allowing as much of your audience to consume your content as possible.

Do you speak to your audience by email newsletter? There’s a good chance your content will interest them so give it to them!

Don’t wait for an audience to engage with you, engage with them.

Get involved in conversations, direct people to your content, like, comment, share, follow, retweet – the list goes on and on.

There is talk of the death of organic reach and, in general, it is getting more difficult, so maybe put a little money behind your content to give it a subtle push in the right direction to really hone in on the target demographic you think would benefit/appreciate it.

Then sit back, relax, and watch your audience grow… Well, not quite. Content marketing should be a never-ending job. It never stands still.

Measuring your content marketing results

So, you’ve created your content and engaged with an audience, but has it all been worth it?

Measuring the results doesn’t need to be difficult. It allows you the opportunity to see if your content is truly valuable to people.

Contact your web developer and ensure you’re able to analyse Google Analytics.

What does your website traffic look like? What is the bounce rate – are people staying on your page?

Socially, how many people have engaged with your content? Is it being shared and commented on?

We always talk about test and measure, folks. What works, what doesn’t work, what time of the day to publish, what platform etc.

Creating a report and analysing the results doesn’t need to be difficult but can be time consuming. However, in the end it’s all worthwhile.

Keeping your content marketing interesting

Perhaps one of the biggest challenges in content marketing – keeping it interesting.

The last thing you want to do once you’ve managed to secure and engage with a regular audience, is to then lose them because they are no longer interested in your content.

Every so often throw in a little variety to your content marketing to keep your audience on their toes.

Mix up your content marketing with infographics, videos, podcasts, Facebook Live sessions or competitions.

Limited resources

Time, budget, levels of expertise to maximise ROI and the size of your team are all potentially huge challenges to your content marketing.

That’s where we come in.

Hiring an agency, just like ours, can certainly help maximise your online exposure, create trust in your brand through the content produced and, ultimately, help turn those sales enquiries into actual sales.

Nothing makes us happier than seeing our clients soar through effective and engaging content marketing.

So, why wait?

Juggling Swords is an Edinburgh content marketing and PR agency. If you want to discuss your content marketing or PR for 2017, get in touch with us here.

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