Content marketing is important for showcasing your brand, growing an audience and ranking well on search engines. According to Finite, a global technology marketing community, COVID-19 has disrupted the B2B tech content industry, among many others. Even though many businesses trust in the efficacy of content marketing, there are many challenges facing B2B tech companies that are investing in content. When you understand some of the obstacles you face in content marketing, you can find solutions. Here are some essentials to practice.
1. Maintaining High Quality
Producing well-written content that is polished and professional takes time. If your in-house content producer has other tasks, it can be difficult to produce high-quality content on a regular basis. You need a resource, whether a freelance copywriter or a content agency, that focuses on all the key elements of content to make each piece better than the last one.
2. Standing Out from the Competition
Customers are bombarded with content. To rise above the chaos, your content has to be unique and engaging. But beyond that, you also need to promote your content to your audience. It’s time-consuming to focus on marketing, but without those efforts, you won’t find and engage the right audience.
3. Undefined Content KPIs
Key performance indicators (KPI) are how your organization measures success. KPIs are the goals and targets that you want to reach. Many organizations just produce content because everyone is doing it. If you approached sales with that attitude, would you be successful? KPIs help you know that your content marketing arrow is getting closer to your target.
4. Unrealistic Expectations from Content
Content marketing isn’t like traditional marketing. Very few blogs, or other types of online content pieces gain traction overnight. It takes time to build a website and to find your audience. While you’re setting KPIs, you need to think about attainable and realistic goals. Your B2B content strategy is more like a slow cooker than a microwave.
5. Unable to Attribute ROI to Content
Content should do more for your business that simply help you rank higher in search or reach out to customers. Content should be an asset in your business that provides a return on investment. Many organizations don’t know how to measure ROI in relationship to content, making it difficult to understand what to invest in content and marketing.
6. Not Enough Resources or Time to Supply Content
COVID-19 pushed back physical contact with customers, making content an effective way to reach your audience. However, the Finite survey found that many businesses were struggling to produce enough content to reach their audience. This doesn’t mean you have to post every day, but you should update your blog and other digital content platforms at least once a week, ideally two to three times a week.
7. Struggling to Tailor Your Content for the Right Customers
Producing content isn’t the only challenge. Once you produce content, it can be hard to find the audience that engages with your content. If you don’t know your customer and where your customer interacts with B2B brands in your space, it will be harder to connect with an online audience.
Content marketing does have its challenges, but there are solutions. MintCopy has an experienced team of B2B content experts who can help your business overcome your digital marketing challenges. Contact us to get more information on what we can do to help you with your content marketing.