What are marketers biggest problems/concerns/annoyances when it comes to producing/making content?
Among ten challenges marketers face when producing or making content are the frequent lack of a subject matter specialist, reaching the consumer through the right channels at the right time and measuring the effectiveness of each piece of content in different channels thus enabling content marketers to justify allocation of higher budgets. Additional pain points include not understanding the target audience, measuring with the correct metrics, having gaps in the content, lack of or small budgets, a lengthy difficult client approval process, a variance in strategic alignment, influenced messaging, and volume, quality and speed. Content marketers are required to create high quality content in little time without deviating from a brand's identity and strategic goals.
understanding the audience
Consumer behavior is prone to change with time. When a marketer creates content that does not resonate with the audience, chances are they have failed to define and understand the audience correctly. The best way to address this is to ask consumers direct questions on what they are looking for, their consumption habits and what they like and dislike.
subject matter specialist
A lot of content marketing jobs are managed by legacy marketing teams who do not have the required expertise for the task at hand. For example, a content writer may be retro-fitted into the role of a community manager. It becomes paramount for a marketer to hire people with specialized skills for specialized roles. When tight budgets require, there is always the option of hiring a freelancer. A joint report collectively published by GoAnimate and the Content Marketing Institute found that 46 percent of the most successful video marketers used both in-house and outsourced resources.
Reaching the target Audience
Despite having created great content, marketers sometimes fail to deliver it to the right audience. This generally has to do with the way content is distributed. Often marketers spend a lot of their time and energy creating content, but not as much time pushing it through the right channels to the right audience.
Gaps in Content
Marketers sometimes fail to map a buyer’s journey from the point a buyer identifies a need for a product to the point the buyer purchases it. Prospects are generally always reached out to at the top of the sales funnel, but sometimes there is no communication reaching them in the middle of the sales funnel. By identifying where buyers would stop in the middle of their purchase journey, a brand has a greater chance of ensuring that consumers make a purchase with them.
Measuring and Adjusting
Metrics can help a marketer identify the effectiveness of content created in achieving established objectives. The challenge here is in identifying relevant metrics, which can help determine the number of conversions that can be attributed to a specific piece of content or channel. To combat this problem marketers generally use a purchase intent model, in which, they assign different weights to customer interactions with a piece of content. But, this model has its flaws and cannot be completely relied on. A thorough analysis of the data can help a marketer tweak content to achieve greater efficacy. There are times that a content marketer may reach the right audience but not have any way to guarantee that the audience actually views the content. The cost of ensuring that the audience has actually viewed the communication is high. Also, it is often tough to create video content that can appeal to multiple audiences in multiple markets.
Traditional channels of communication have a more linear ROI. Senior management is generally reluctant to allocate greater budgets to content marketing programs because there is no such visible ROI trajectory in content marketing. The resulting small budget applies unnecessary constraints on the content marketer.
influenced and consistent messaging
Marketers find it challenging to make their brand stand out in the clutter of messages relayed to their audience. This requires that the content be distinct, engaging and compelling: to ensure that the brand says on top of the consumers mind. Creating great content is not enough by itself. There is a need to identify an influencer who can amplify it so that the consumers can find and see the content. Different teams work on different aspects of content creation. This sometimes results in inconsistency in the quality of content and the message being communicated.
Often there is a misalignment of messaging and strategic marketing goals. This can result in a poor consumer experience and reduce the effectiveness of content marketing efforts. Marketers who outsource content creation to multiple agencies sometimes find it challenging to keep all communication aligned with their differentiated brand identity.
Volume, Quality and Speed
Content marketers struggle to create new content quickly while maintaining the level of quality required to be compelling and engaging to their audience. Content marketers generally need to produce content at much higher frequencies than mainstream advertisers.
Client Approval Process
Client approval process is usually very lengthy, given that some stakeholders want to provide inputs at every stage of the content creation process. This makes it difficult for both the agency and non-agency marketers to stay timely and relevant. In addition, content marketing is about being helpful at every stage of the consumer journey. However, marketers generally find it challenging getting clients to put consumers before the brand and to get them to see that content creation is not the same as mainstream advertising.
Content marketers need to hire skilled personnel to create high quality content in high volumes and do so with speed. They are likely to face annoyances in the form of delayed approvals and the reluctance of senior management in allocating higher budgets. All content created needs to be consistent with the messaging on various other platforms as well as be aligned with the individual identity and strategic goals of the brand. Sometimes content marketers fail to understand their audience and know how and where to reach them.