Curata's third annual study, Content Marketing Tactics Planner 2014, surveyed over 500 marketers on their current and upcoming content strategy tactics. Among the results, were insights into the top content marketing priorities and challenges that they face in 2014.
1. Drive leads
Increasing sales was the number one priority for marketers utilizing content marketing. This goes to show that content marketers have not lost site of the importance of gaining leads. Curata study revealed that over 60% of marketers saw an increase in the quality and quantity of leads due to content marketing.
Getting consistent, focused and quality content on your site or blog drives a higher quality of visitors and in-turn, increases sales. The more recognition your brand receives, the more likely people will be to read your content.
2. Increase Customer Engagement
Social media marketers know that engaging buyers and influencers is the name of the game for content marketing. Once customer engagement improves, so will the leads.
Curata’s 2014 tactics study showed that 76% of marketers saw an increase in buyer engagement as a direct result of content marketing. Content that provides value for readers will draw them in and start conversations.
Find out what type of content your customers want, publish on these topics consistently and engagement will increase. Keep this engagement up by actively participating in conversation, whether through social media or blog comments.
Top Content Marketing Challenges
1. Limited Staff
Readers expect fresh, relevant content every day, but marketing professionals are tasked with other responsibilities. With a limited staff, it can be difficult for businesses to produce enough content to keep up with competitors.
2. Limited Budget
Outsourcing to freelancers or paying your staff overtime to create original content creates additional costs for marketers. Constantly researching and writing articles from scratch could break the bank for some businesses.
3. Consistent Content Creation
Publishing new created content daily is enough to burn out your marketing team, as well as a hole in your pocket, with a limited staff and budget. Marketers have a hard time balancing consistent production of fresh content with the resources they have at hand. Without consistent content production, your content most likely will get lost under the thousands of articles written every day, where your readers may never see it.
4. Finding Reliable Sources
With all this clutter and oversupply of content materials, it can be difficult to manually find sources that are relevant to your brand AND reliable without spending hours on research. Using relevant sources however, is imperative for a quality content marketing strategy. For marketers who already know which sources they want to monitor, RSS feeds is a useful tool to get up to date and relevant information.
All of these challenges make it difficult for marketers to reach their prioritized goals - driving leads and increasing buyer engagement. However, marketing technology is paving the way towards simple solutions to these content marketing obstacles.
The Real Challenge Although limited staff, limited budget, creating enough content and finding the best sources are all challenges that content marketers need to address, they can be easily solved.
With the implementation of content management systems and curation tools, hese challenges are quickly resolved. Content management tools, such as an editorial calendar, help content marketers manage staff and content production. Curation tools can drastically help out a small marketing team, stretch a limited budget, make it easy to publish relevant content daily and discover the best sources in minutes.
Though the marketers surveyed placed these responsibilities at the bottom of their list, the real challenge lies in measuring the impact of content as well as promoting existing content.