Content Marketing Challenges
Content marketing at its heart is an inbound marketing exercise used essentially for converting prospects into leads and finally customers by providing them engaging and useful content.
Given the more abstract nature of content creation relative to other aspects of digital marketing, there are more pertinent challenges in content marketing as compared to other fields. The nature of these challenges can vary, while some being purely technical while others more implicit in nature.
The importance of content marketing in any modern digital marketing campaign cannot be understated. Organic discovery through search engines has made content the driver of traffic. Given the importance of content, overcoming content marketing challenges becomes an important part of the process.
In this article, we will go through some common content marketing challenges writers and digital marketers face working in the industry.
Finding Relevant Topics to Create Content
Many content creators working in digital marketing teams often face the challenge of finding relevant topics frequently to create content on.
This challenge is not new and is not restricted to content marketing. Many professions become saturated with the same ideas over time and need a refreshed outlook. In content marketing, this problem can be more severe, as the demand for content never stops. The overall ranking of a website depends upon the constant flow of useful and engaging content which has a number of quality backlinks behind it.
One way to overcome this challenge is to use Buzzsumo. Buzzsumo is a digital marketing tool, though it is used primarily by content writers to find new topics of writing.
Using Buzzsumo, creators can find the most trafficked content related to a given topic. Furthermore, they can identify new topics users on social media are searching for, especially query-based platforms such as Reddit and Quora.
Maintaining (and improving) Quality of Content
This particular content marketing challenge deals with the more intrinsic habits and standards of a digital marketing team. Maintaining the quality of content is never easy, especially when the content team in question is very small.
The general quality of the same content team tends to fall over time as the presence of a small team leads to the formation of a bubble in terms of ideas. This problem is not isolated to content teams alone. Even marketing teams which don’t change over time tend to plateau and not grow as they once did.
The simple way for companies to solve this problem is to keep the content marketing team fresh. Adding new blood to old content teams can work wonders and lead to an improvement in content.
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Adapting to new forms of content
With the advent of video marketing, content is no longer restricted to text, Video is in fact now the preferred form of content, taking over the mantle from the text. While there is still merit in investing in textual content, video is slated to be the future of content.
This is a serious content marketing challenge, one which could change the fundamental way of operation in the industry. As the demand for video content grows, brands will be further incentivized professionals adept at making video content or liaising with video production companies. In any case, the scramble to get ahead in video content will be the defining content marketing challenge in the coming years.
About The Author
Gaurav Heera is a digital marketing expert, educator & branding expert having more than a decade experience. Currently he heads Delhi Courses Academy, providing best & advanced digital marketing course in Delhi.
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