Just about every business is doing content marketing right now – well, at least 70%. The belief that content marketing will prevail in the future rings true since it is the vehicle by which businesses can reach their goals of finding leads, feeding their audience information, making sales, and building brand trust. However, it does not mean that everyone is doing it very effectively.
Some of the challenges associated with content marketing may be why it might not be the best idea for your business.
1. You Need to Define Your Strategy
Without a clearly defined content strategy, it becomes exceedingly difficult to implement content marketing. Some of the crucial factors required in the plan include:
- Your approach is not about when to publish content but ensuring the content helps you meet your goals.
- Define your key performance indicators and choose the one you want to track, for example, conversions, shares, traffic, views, CTRs, etc.
- You are responsible for your strategy, even if you employ a content marketing company. So keep an eye on it and change it when you are displeased.
2. It’s More About Building Trust than Selling
Unlike traditional marketing and advertising, content marketing needs a two-way approach. Therefore, you can’t just move on to the next piece once you publish your content. Instead, you must keep your audience engaged by commenting, sending messages, etc. Doing this shows them that you care about their input and creates a positive image for your brand.
3. Requires Skills and Resources
Content marketing requires skills and resources to create, publish across your various marketing channels, and analyze the impact of your content. Remember, it also involves a variety of content, including videos, infographics, and other informative content. You may need to outsource these if you don’t have in-house skills.
Furthermore, content marketing is expensive, so you need to spend smartly to ensure you generate leads. Of course, you don’t always need to use the most costly methods like paid social ads or videos, but ROI remains your goal.
4. Finding Ideas and Promoting Content
Coming up with exciting topic ideas can prove a challenge, but this is where analytics can help. First, you can determine which topics impact your audience most by looking at previous content. Then, ensure that your audience gets well-written, engaging, and educational content.
Once you publish the content, you cannot rely on organic traffic to increase sales. So instead, create less and promote more by sending email newsletters, tweeting, sharing on social media, pitching influencers and bloggers to share, and mentioning it in comments on other websites and blogs.
5. Calculating its Impact
Measuring your content marketing’s effect on web traffic and online conversions is far easier than determining its impact on your brand awareness, reputation, and loyalty.
6. Not Suited to Your Industry
Some industries are much harder to create content for because of their niche, and some aren’t online. However, even the most “unsexy” industries can create effective and relevant content if you have an online presence.
7. Can’t Compete With Competitors
Sometimes, smaller businesses face giant competitors who can afford to produce tremendous amounts of excellent content. Even though your business can’t compete at that level, you should still keep at it by making content, creating devoted followers, and finding any holes in your competitor’s content to fill.
8. Benefits are not Immediate
Content marketing doesn’t give instant results. Give it anything from a few weeks to a few months before its starts to deliver, but keep at it by providing quality content.
9. High Expectations
Content marketing enthusiasts will tell you endless stories and statistics about huge traffic and revenue increases. As we said earlier, the benefits are not immediate, but once you start seeing results, work at improving on them.
Furthermore, just like you want to get the most out of your content marketing, remember your audience’s expectations. Tackle the task with the right energy and instill humor and fun into what you produce. Finally, you are the one doing the giving, so do it without expecting anything in return.
As you can see, effective content marketing requires strategy, resources, fearlessness, selflessness, and tenacity. It may take longer than anticipated to start seeing results, but the rewards will come as long as you have fun while doing it. If you cannot adhere to any of the above, then you have 9 reasons why content marketing is not the best idea for your business!