When it comes to content marketing, it means sharing of the public and media content across different platforms and websites. This leads to traffic on a website, and a business may thrive much gradually. The content or information can be presented in different forms such as text, infographics, videos, case studies, photos, news, e-books and white papers.
The term ‘Content Marketing’ was used in 1996 for the first time. This happened when John. Foppedahl had led a roundtable conference of journalists at the American Society for Newspaper Editors. Then in 1999, an author called Jeff Cannon wrote that content marketing is about content that provides the end users with the information which they seek.In recent years with the addition of advanced mobile phones, content marketing became more prominent than other mediums combined together.
Content marketing is a continual process which is integrated with the overall marketing strategy and focuses on owning a particular media rather than renting it.
Challenges when executing Content Marketing
With every planning or strategy, there are some challenges. A firm or an organization has to be prepared and come up with good strategies to overcome different challenges. A few types of challenges which may occur for businesses are mentioned below.
1. Insufficient Resources:
It is a fact that producing content is easier than producing a really high quality content. Producing high quality content means hiring qualified writers. For small businesses, content writing is not an uphill job and they can inspect the marketing efforts without much hassle.
But in order to produce a great content consistently, many factors or issues are to be addressed. One issue is time, and it becomes a big barrier in content marketing. Secondly, there is an issue of budget and many big businesses lack sufficient budget to hire a professional writer or team of writers in order to produce unique and excellent content for marketing purposes.
2. Tough Competition:
Whether a business owner is blogging about his IT business or crafts business, others are also doing the same to attract the attention of the audience.
This challenge becomes difficult for companies to cope and manage. As the competition intensifies, unique and great content requires much time and money.
Apart from the competition, the expectations of the readers also become high and they look for engaging and unique content. This means that coming up with truly good and exceptional content on regular basis and with consistency is a successful marketing strategy.
3. Changing Trends and Paid Promotion:
The content landscape is transforming at a quick pace. Most companies are resorting to paid promotion as much as they can. Though different platforms exist for the publicity and promotion, the emergence of social media platforms such as Twitter, Facebook, Google+, Tumblr and LinkedIn attracted a lot of business owners and they adhere to them. All these platforms provide advanced means to segment readers and to reach the targeted type of groups at the affordable price.
Thus, greater stress is being applied on paying for the content to get placed ahead of other businesses in the same industry.
How to manage Content Marketing through Strategies
1. Determining Objectives for Content Marketing:
You can start addressing the following questions and determine your objectives.
- Why am I doing it?
- What content most work for the business?
- How can I attract awareness?
- How leads are generated?
- How customers show confidence?
Understanding these points is a professional start to an overall content marketing plan.
2. Determining the distinguishing aspect of your content:
To understand your identity which sets you apart from your competitors, you may address the following questions in this regard.
- What sort of content marketing program distinguishes you?
- With so much valuable content out there, what value can you deliver?
- Are you able to spread your own label?
- Are you motivational?
- What is the main purpose of your content marketing program?
3. Evaluating the Content Marketing goal:
If your goal is to attract awareness, then evaluate your metrics. You can check the four categories of content marketing metrics as a measurement framework that seriously matters.
4. Identifying Your Target Group:
The objectives apart from metrics describe the target group for you respectively. Reaching audience or readers within the target group is the key factor.
5. Researching the needs of audience:
It is pertinent to know what the audience is expecting from you. You can use social media platforms and search engines to understand the needs and information about your customers. Moreover, you can discuss with customer service personnel about the interaction with customers.
Then, you can easily organize the steps of your plan and the funnel stage to map out the desired content or information.
6. Content marketing execution plan:
By using customer conversations, you are able to determine the effective content patterns. Depending upon the funnel stage, you can understand where and in what manner your audience receives the information. Thus, you can build a plan for content marketing that gives you the idea what content to write on the daily, weekly or monthly basis.
7. Amplifying the Content Plan:
Apart from content writing, you can amplify your content or market your individual marketing plan. In this regard, social media websites enable you to recognize and identify the customers and employees in addition to influencers.