Challenge #1: Lack of Time
At the top of the list of content marketing challenges that
B2B marketers face is the lack of time to “do” content marketing. In fact, a
clear majority (69%) struggle to find (or make) the time to focus on their
content marketing programs. So what can be done to remedy this issue?
Make it a bigger priority
As the old saying goes, you make time for what’s important to you. And I
would argue that for many B2B marketers, while they understand the power of
content marketing and would like to have robust content marketing programs,
they struggle to commit the time, resources and budget to make their efforts
successful. In order to be successful at content marketing, you have to commit
to the long haul and prioritize your efforts.
Develop a roadmap
Only 44% of B2B marketers have a documented content strategy in place, and
without a roadmap, it’s no surprise that B2B marketers find themselves pinched
for time. A content marketing strategy should outline your overall goals,
metrics, audience profiles and content needs among other things, as well as lay
out a plan for how your content marketing program will be executed. This
includes who will be involved, what will be required of them and how much time
will need to be accounted for.
Better time management
With limited time, you’ve got to make sure you use the time you have
wisely. Obviously, it starts with prioritization and a documented roadmap, but
managing each deliverable, whether it’s a blog post, an eBook or an
infographic, involves setting a deadline and working backwards to ensure
everyone stays on target. Time management can be accomplished using something
as simple as an Excel editorial calendar, project collaboration tools like Trello
or Basecamp or a full-fledged content marketing platform like Kapost.
Challenge #2: Producing Enough Content
Unsurprisingly, 55% of B2B marketers listed producing enough
content as a major content marketing challenge. Google has made it very
clear that the days of manipulating their search algorithms for higher rankings
are long over and instead marketers should focus on creating fresh, quality
content. And a successful content marketing program inescapably requires producing
a great deal of quality content So what are some ways this can be accomplished?
Repurpose content
It’s no secret that repurposing is a great way to get as much mileage as
you can from each piece of content. But I’m not sure that every company is
utilizing repurposing as fully as they could. A good approach would be to think
about how content will be repurposed before you start writing and creating.
You’ll want to consider every possible way that the same topic can be
repurposed and populated in a variety of different formats and channels. Your
content marketing program should include a healthy mix of repurposed content
and new content as well.
Produce evergreen content
Certainly you’ll want to produce content that covers trending topics,
industry news and the latest research reports. But the majority of your content
should have a long shelf life and speak to topics and information that
audiences will find valuable throughout the year and beyond. Just because an
eBook or blog post seems old to you, doesn’t mean it’s old to a new visitor.
Evergreen topics can be a steady, ongoing stream of social media content,
website traffic, lead generation and can be easily repurposed for future
content uses.
Outsourcing content creation
According to the report, nearly half (44%) of B2B companies overall
outsource some or all of their content marketing functions. And the majority of
B2B companies that outsource content marketing functions specifically outsource
writing (64%) and design (54%). The fact is, producing remarkable content requires
not just time, but specific talent as well. And not every B2B company has the
internal staff with the skillsets necessary to produce quality content on an
ongoing basis. This is where outsourcing some or all of your content creation
to an experienced content marketing agency or freelance content creator could
provide the resources needed to create enough content.
Challenge #3: Producing the Kind of Content that Engages
So it’s clearly a challenge for B2B companies to devote the
necessary time to content marketing and, once they do, creating enough content
is obviously a challenge as well. But the goal isn’t to simply create heaps of
content; the goal is to create remarkable, magnetic content that engages
your audience and accomplishes the goals that you’ve put in place for your
content marketing program. So what are some ways B2B marketers can produce the
kind of content that engages?
Focus on the audience
It goes without saying that to be successful in content marketing, you have
to focus on your audience. So engaging content focuses on what the audience is
interested in and searching online for, as opposed to just talking about your
company. Be sure to leverage buyer personas in order to create engaging
content that identifies and addresses the problems, challenges, questions and
information gaps your audience might have and provides them with valuable
information about those topics.
Map content to the customer lifecycle
The average company’s content is almost entirely focused on the purchase
stage of the customer lifecycle, assuming that everyone is ready to stroke a
check. But you need to create content that meets the needs of your audience
where they are in the customer lifecycle —whether they are an unknown
visitor on your website for the first time, a recently identified lead, a brand
new customer or a valuable long-term client.
Share, don’t sell
Content marketing is not about creating content that’s a little more than
thinly veiled sales propaganda. Content marketing is not about selling, it’s
all about adding value by sharing relevant information that informs, educates
and guides your prospects and customers—instead of simply pitching your
products and services.
Make your copy and design outstanding
The price of entry for engaging content is outstanding copy and design. You
can focus on your audience, map content to the lifecycle and share helpful
information, but if your copy lacks substance, is poorly written or is riddled
with misspellings and punctuation errors, your content will fall flat.
Similarly, if your copy is remarkable, but the graphics, layout and overall
design are generic, amateurish or non-existent, it will absolutely impede the
success of your content.
Content marketing is certainly a marathon, not a sprint, and
should be viewed as an ongoing program and not a short-term campaign. Because
of that, challenges will continue to persist because while content marketing is
a simple concept, the execution can prove to be difficult. Hopefully these
ideas will help you overcome these top challenges.