Content Marketing – How marketers learn to overcome 5 frequent challenges
by Mintent Staff on May 09, 17
Marketers: what is the most stressful part of your job? What content marketing challenges keeps you up at night, or causes the most tension at work and business huddles?
A Digiday survey revealed some of the biggest challenges that both managers and creatives encountered every day. (The good news: Mintent might be able to help.)
Tying content marketing to conversions
It all boils down to content marketing ROI. Marketers are always asked to prove that their content led to inquiries and actual sales. In some cases, you have to measure the conversions from a particular piece of content or channel.
“So I spent X amount on my Facebook page,” says The Skeptical Client. “Did I get any customers from this, or was this digital campaign a total waste of time and money?””
Unfortunately, ROI can’t be reduced to likes and click-throughs. Customers may take several interactions before actually walking into a store. Their decision to buy is usually the net effect of their online and real-life experience of a brand.
While clients are watching sales, content marketers are nurturing the entire customer journey.
Nevertheless, content marketers struggle to find accurate metrics, while educating the client about the nuances of content marketing versus traditional ads.
Credibility and thought leadership
It’s already a huge challenge to climb to the top page of Google, but ranking is a heck of a lot easier to develop than reputation. Brands can’t SEO their way to brand equity and thought leadership.
Customer respect isn’t something that can be won with a quickie viral campaign.
For content marketers, this usually means creating high-value, unique content – faster, better and more consistently than competitors.
For some technical industries (like finance, medical or business) it also means competing against self-marketed gurus whose catchy campaigns are rife with misconceptions they need to correct. See Google’s article on evaluating credible sources.
Smooth and consistent operations
Many companies struggle to create an efficient content management workflow. It’s a battle of speed vs. quality. They need to create content, push it out, and promote it – often daily, on different platforms, and for different campaigns.
Something always falls through the cracks.
Approval measures supposedly catch errors, but that solution causes problems of its own. Creators often complain that confusing or convoluted approval systems create bottlenecks.
Others say that the time it takes to correct and revise content adds to the workload of their managers and creative team.
Branding and strategic alignment
Branding becomes a big concern as companies outsource their content creation, or send messages out on different platforms. For larger companies, it’s challenging to get different departments to collaborate.
It’s ironic that professional communicators have trouble communicating among themselves. However this is really a content management workflow problem. Most teams work in silos, with their own goals and systems.
In many cases, they’re even in different time zones. (Read more on common workflow problems that cost businesses time and money).
Changing rules and trends
Content marketing is a dynamic industry that demands continuous learning and experimentation.
Video and interactive experiences, the return of email marketing, influencer marketing – these are just some of the trends that keep even experienced marketers on their toes. (And to think most still haven’t even recovered from the change in Facebook algorithms.)
For content management marketers, it means their time (and brain!) is divided between chasing yesterday’s deadline, learning today’s new buzzword, and anticipating tomorrow’s new hot trend.
Mintent: simple solutions for re-occurring problems
Those are tough questions with no easy answers, but content marketing tools can provide the support so you can do your best work. These challenges point to three major pain points:
- Creating a strategy and align all messages and different departments
- Managing production to create quality content with the least delay, confusion and waste of resources
- Measuring content performance for easier client reports and a more accurate view of what content engages the audience
Mintent lets content managers plan, produce, publish and measure in one platform.
- Align your team. Clearly communicate content strategy to all users with a centralized Customer Persona and Customer Buying Cycle.
- Align your messages. Identify themes and sub-themes, then label and map every content created.
- Create better collaboration and faster approval. Assign tasks and place all approval and collaboration with a robust messaging system
- Manage multiple campaigns. View and adjust content through the powerful filters of the editorial calendar. Publish content straight to WordPress, social media, and other platforms. Mintent fully integrates with sales and marketing tools. You can fuel their entire content marketing ecosystem from one window.
- Analyze and repeat success. Discover which posts performed best. Use the internal tags to draw up related posts and turn into a campaign.