There’s no denying that content marketing has become one of the hottest topics in marketing conversations across the country. But why is it that some brands are succeeding with content marketing and other brands aren’t seeing any traction from their efforts? That answer comes down to one key idea. Content marketing is a complex process that is about much more than sitting down and writing one blog post a week.
If we want to understand how to effectively utilize content marketing to realize the benefits, we must first understand the complexity of content marketing and its process.
There are five primary complexities that make content marketing difficult. Brands that understand these common snares and have developed a process to overcome them are the ones seeing tangible results from their efforts. Brands that are ignoring these processes quickly become frustrated in their efforts.
1. Discovery of new ideas
Content marketing as much about research as it is about writing. Where most brands get stuck in their content marketing efforts is that they have never taken the time to create a system for cultivating content ideas. Ultimately, they run out of ideas.
The quickest way to overcome this content marketing complexity is to start asking questions. What issues are your sales teams running into during their process? How can you resolve those issues through content? Asking these questions on a consistent basis will guarantee you won’t run into any issues discovering new ideas for content.
2.. Maintaining a schedule for fresh content
This is the number one issue for many of brands. According to a 2012 study, the lack of ability to maintain fresh content was the number one barrier for their content marketing efforts. This is why 62 percent of companies today outsource their content marketing. (Mashable).
By mapping out every step necessary to complete a piece of content and by keeping communication open between contributors, creating a content schedule and staying on schedule is a lot easier.
3. Identifying and connecting with key influencers
What other voices are sharing content that would benefit your audience? How can you leverage it to benefit your targets? One reason brands struggle with content marketing is because they’re trying to start a conversation with themselves instead of cultivate relationships with key influencers who are already established in their industry.
4. Applying a publishing process to a business environment
Most brands fail to understand the tactical side of planning for content marketing and can’t develop a system for the actual nuts and bolts of how they’re going to accomplish their content marketing.
Creating a clear process for scheduling content, tracking workflow, and distributing your content in a way that is similar to the publishing industry is essential for keeping a content marketing machine running smoothly.
5. Combining marketing, communications, and technology
Because organizations are set up to run with various departments managed by different people, it’s oftentimes difficult to come together to create the synergy needed for an effective content marketing piece.
Effective content marketing requires everyone to be on the same page during every step of the process. The more people who are involved, the more difficult successful implementation becomes.
Realizing these five complexities before you launch any content marketing initiative is essential for your success. If you’re not seeing the results you’d hoped for through your content marketing efforts, revisit these areas in your strategy and look to overcome them.
What are some other complexities of an effective content marketing strategy?