Where there’s a will, there’s a way.
Content marketing is a great way to increase brand visibility and build a relationship with your target audience, but it’s not always easy to find the time and resources to get started. You’re bound to face a few challenges when creating your content strategy, but don’t get discouraged. For every obstacle standing in your way, we have a surefire solution.
1. Lack of Resources
By now, you probably know how important it is for your brand to produce quality content on a regular basis. For startups and small businesses with limited resources, you may not think brand publication is a realistic goal. Think again.
Take an inventory of your existing assets, and get creative. You probably already have tons of ideas in your arsenal just waiting to be used. Another way to make the most of what you have? Recycle or repurpose your existing content, or feature insightful publications from other industry experts.
2. Inability to Publish Regularly
How can anyone run a successful business and still publish on a regular basis? While you may not be able to produce detailed guides and ebooks every week, short-form content can be just as valuable (and can be created much more quickly).
If you can find a way to achieve your marketing goals using concise information or visuals such as checklists, charts, blog posts, or infographics, you’re not only freeing up time and resources; you’re also making your content easier for busy consumers to digest. It’s a win-win.
3. Scarcity of Contributors
Don’t get so caught up in finding reputable sources that you forgo the knowledge and experience already at your disposal. As marketers and communicators, every member of your team has important insights to offer. Company-wide involvement not only expands the viewpoint and depth of your publication — it also prevents repetitive punchlines and encourages in-house communication.
Remember that the technical side of writing can always be taught. Consider starting an editorial meeting to strengthen the quality of the writing itself, but know that the true value of this approach (and therefore where your focus should lie) is in highlighting the diversity of perspectives within your own company.
4. Limited Marketing Budget
Promoting content doesn’t have to be difficult or time-consuming. Remarketing is a great way to accomplish your goals as a business, because it specifically focuses on reaching consumers who have already shown an interest in your brand.
Remarketing allows brands to strategically position targeted ads in front of engaged consumers. When executed properly, this simple strategy can improve sales conversions and raise brand awareness without eating up a ton of resources.
5. Lack of Data
One big mistake content marketers tend to make is blindly following trends and strategies without measuring their success. In order to figure out what’s working, you need to keep track of the specific impact your content is having on your target audience.
There are a few key metrics that are most important: cost, performance, and engagement. Monitoring this data allows you to determine whether your return is substantial enough to justify the efforts and resources you’ve devoted to your content marketing efforts.
No matter how small your budget or how limited your resources, a savvy content marketer always perseveres. The trick is finding what works for your brand, using your existing assets to their fullest potential, and measuring your progress along the way.
Longneck and Thunderfoot offer B2B content marketing services and strategies to transform your company blog into a sophisticated trade publication that builds influence and visibility in your market. Learn more about B2B content marketing here.