How to Solve the 3 Most Painful Content Marketing Challenges

Kai Tomboc

Kai Tomboc

GUEST POST

You’re here because you’re either: 

  • A seasoned marketer who’s dealing with content marketing challenges you initially thought you could handle.
  • Tackling a daunting content marketing project for the first time.

Content marketing projects vary in goals, processes, timelines, and budget. But there’s one common thread — you need to consistently develop strategic, helpful content to help you accomplish business goals and address your audience’s needs. 

Whether you’re starting a blog from scratch or you’re about to write case studies, keep reading to learn how you can achieve content marketing success and address and solve the biggest content marketing challenges plaguing both new and seasoned content marketers. 

Challenge #1: Create High-Quality Content without Sacrificing Volume and Consistency

Creating long-form content such as microblogs, videos, and infographics is easy.

marketing challange

The hard part is making sure that each piece of content your produce meets your quality standards while having a constant supply of fresh, relevant, and hot-off-the-press information. 

Such a tricky situation to be in, right? 

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How to Tackle This Content Marketing Challenge

First off, take a deep breath. Even the most reputable brands out there are not immune to content riddled with typos, irrelevant messaging, and bland corporate-speak. 

Here’s your action plan: 

1. Assess Your Current Resources

The first step to delivering quality content with consistency is fully understanding your resources and capabilities. 

Ask yourself and your team these questions before writing a content strategy

  • How much time can your team dedicate to creating, reviewing, and distributing content? 
  • What is your budget?
  • Are you going to hire content creators full-time, or will you rely on freelancers? Or maybe a mix of both? 
  • What type of content are you going to produce? 
  • Are you going to create content for every stage of the lead generation funnel every month, or are you going to focus on one stage per quarter?

2. Build a Solid, Effective Content Team

Take the time to find the content creators who are committed to creating content for your target market.  

Bonus trait to look out for:  Assess for diligence and grit aside from creativity and stellar content creation skills. You want someone who will stick to deadlines. 

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Our content writers take the time to understand both your business and your target audience in order to deliver the best content possible. Get started with SocialBee’s concierge content writing services and make sure you provide your audience with the best content possible.

It also helps to work with multiple content creators on a project in case one of them has to go on emergency leave.  

Some brands prefer to work with content agencies as a way to keep their content flowing. However, it’s worth noting that hiring an agency as a way to outsource shouldn’t be your goal. 

Jimmy Daly, CEO of Superpath, shares this pro tip if you prefer to hire an agency to help with your content efforts: 

“If you decide to go this route, be prepared to commit time in collaborating with the agency because they will need a lot of context about your goals, brand, and details about your business.”

3. Have a Content Backlog 

The reality is you can’t keep content constantly flowing on your social media marketing channels, YouTube channel, or company blog unless you have a content backlog. 

Before you launch your brand’s YouTube channel or company blog, prepare for at least a month’s worth of content, whether it’s videos or blog posts. 

It doesn’t have to be new content. For example, you can repurpose content from your blog and promote some interesting snippets on your social media accounts. 

SocialBee can help you with this aspect. Import your RSS Feed to SocialBee and the platform will generate social media posts automatically for your new articles.

content-categories

Create a special content category for your blog posts and share them with your social media audience. Start your 14-day free trial today and test SocialBee’s RSS Import feature!

You also have the option to fetch up to 100 posts from your blog and promote them on your favorite social media platforms. In this way, you can increase your website traffic while building authority within your niche.

4. Create an Editorial Calendar

Now that you already have a team to help you make your content vision into reality and have a healthy backlog of content,  schedule your content in advance for the next quarter or so. 

Put all of your content schedules in a shareable calendar that everyone on your team can see. Form this calendar; you can plan out when to publish, share, and distribute content. 

Not sure how to get started with your content calendar? Learn from this guide to creating an editorial calendar in 10 steps plus a free editable template

Challenge #2: Come up with Original, Unique Content

According to Ahrefs’ search traffic study, their Content Explorer tool discovers about 1.8 million new pages every 24 hours. This isn’t even the exact amount of pages created daily because Ahrefs only counts what their algorithm deems as “good”. 

With these millions (and even possibly billions) of content produced each day, how do you ensure that your content is original and unique enough? 

content creation challange

If you end up feeling discouraged and your team is in a content creation rut, that’s perfectly normal.

You’re also in a good position right now because the first step to creating original, unique content is to be aware that there’s too much content out there that looks the same — same idea, same format, same perspective. Aargh! 

How to Tackle This Content Marketing Challenge

Here are some best practices that will help you develop an effective content marketing strategy: 

1. Talk (and Listen) to Your Prospects and Customers

One obvious benefit of talking to your prospects and customers is knowing their pain points and challenges. As a result, you get yourself a list of good topics and ideas you can use for your content

A not-so-obvious benefit to this is you get to understand your audience better than ever before. You will learn about their values, interests, and pain points details that will help you improve your content marketing strategy and customize your communication to better resonate with your customers. 

For example, if you’re an essential oils brand and your prospects are mainly women in their 30s and 40s, you might discover that this group values brands with a sense of social responsibility. From these findings, you can create videos that focus on your products’ sustainability — from sourcing to packaging. 

Here’s your action plan: Talk to at least 5-10 prospects and existing customers. Get a feel of the conversation and pay particular attention to the words and phrases they’re using.

2. Publish Behind-the-Scenes Content 

Not all of your content needs to be revolutionary or contain an original concept. We’ve all been customers at one point, and you’ve also probably wondered what’s going on behind the scenes of your favorite restaurant or shoe brand. 

Take photos of your production facilities, record a short video explaining your company culture, share company anniversaries or write a blog post about your current website redesign. 

Company Instagram post

Remember that people consume content not just because they want to learn but also because they want to be entertained. 

3. Gather Experts and Conduct Interviews 

One quick way to develop original, unique content is to ask thoughtful questions and run interviews with leaders and experts in your niche. 

You can either invite them to your podcast or Zoom webinar. You can also ask them to fill out a short survey. Once you have their insights and responses, write about it in an eBook or publish a video summarizing their thoughts. 

podcast interview

This technique comes in handy for brands whose audiences are more interested in leadership topics and industry tips, such as B2B audiences. 

Challenge #3: Prove Content Marketing ROI 

As a content marketer, you can fully understand the challenge of proving content marketing ROI (return of investment). 

content marketing roi

When you can show proof of ROI, you’re also likely to get more stakeholders on board with your content marketing plans (such as increasing your budget). 

In a series of tweets early this year, Ahrefs’ Tim Soulo tweeted about it, and many marketers were nodding in agreement when he said that the ROI of content might not be directly measurable, but it does benefit brands in a lot of ways. 

He refers to these benefits as ten areas of return. These include building a solid reputation, fueling paid acquisition campaigns, and boosting customer retention. 

Tim Soulo tweet

Joe Lazauskas, VP of Marketing at Contently, also shares the same sentiment:

“The truth is that while content dramatically impacts a brand’s success across all stages of the customer journey, it can’t be captured in a simple, linear attribution model on Day 1. And it can’t happen all at once. Instead, sophisticated content measurement requires a series of interconnected steps that evolve as your content program matures.”

How to Tackle This Content Marketing Challenge 

How exactly do you prove that content marketing works when, as Ann Gyn of Content Marketing Institute puts it — it’s nearly impossible to compute content marketing’s value in terms of traditional ROI? 

What if your CEO wants to know how your content marketing efforts have helped convert prospects into customers?

1. Set Specific and Measurable Goals. 

Gyn recommends building specific marketing goals.

“Be specific: identify the goal, the target audience, the metric used to measure progress, the number you strive to achieve, and the timeframe in which you plan to complete it”, suggests Gyn. 

Here’s an example she shared: 

“Our content marketing goal is to increase awareness of the brand online by women between the ages of 25 and 45.  We intend to achieve a 10% increase in unique visits to our blog from this group in each quarter of 2022.”

2. Invest in an Attribution Model 

Now, if you want to go further into computing for content ROI, you need to invest in an attribution model, like Contently’s Content Measurement Maturity Model. The model lists ten steps spread across four stages of measuring content ROI: crawl, walk, run, and fly.  

Content Measurement Maturity Model

Image Source

The charts below are from Contently’s Content Measurement Maturity Model and they highlight each stage and their corresponding KPIs you can use.  

Let’s take a look:

  • Crawl stage: Focus is on audience building

Crawl stage

  • Walk stage: Focus is on lead generation

Walk stage

  • Run stage: Focus is on revenue generation

Run stage

  • Fly stage: Focus is on revenue attribution 

fly stage

Wrapping It Up: Take It One Content Marketing Challenge at a Time 

To recap,  the following content marketing best practices and tips are a great place to start if you want to overcome one content marketing challenge at a time: 

  • Put in the work to listen and talk to your audience.
  • Build a reliable content team to back you up.
  • Have a content backlog.
  • Create original, engaging content by interviewing experts and publishing behind-the-scenes content. 
  • Build specific and measurable goals. 
  • Invest in an attribution model. 

Remember that with SocialBee you can create, edit, schedule, and post content to all your social media platforms from one place. Moreover, you can set your evergreen content to post multiple times and make the most out of it.

Start your free 14-day trial today and make the content creation process faster and easier than ever!

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Kai Tomboc is currently taking care of content at Piktochart, an easy-to-use design tool that helps you tell your story with the visual impact it deserves. She has written for various SaaS brands and publications like G2. When not engrossed in a book, she’s most likely taming tardigrades.

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