Content Marketing is one of the most effective methods of reaching out to people who are likely to purchase your products and services.
According to the content marketing institute b2b report, 93% of b2b marketers use content marketing. Not only that, Aberdeen conducted a research and discovered that companies that use content marketing increased their conversion rates by 5x.
It will also interest you to know that content marketing costs 62% less than outbound marketing and it generates more than three times as many leads.
Despite, all these benefits of content marketing, there are still limitations preventing companies from enjoying the full benefit offered by this strategy. If you look at the limitations posed by content marketing, you will never succeed. It was Gurbaksh Chahal who said “Be fearless. The road to success is paved with failures. If you’re afraid to fail, you will never succeed.”
According to the content marketing institute b2b report of 2016, b2b content marketers reported that their challenges or limitations include:
- Producing engaging content
- measuring content effectiveness
- producing content consistently
- measuring the ROI of a content marketing program
- Lack of budget
- Producing a variety of content
So, how do you overcome these limitations?:
- Producing engaging content
This is one of the most challenging tasks in content marketing. Creating engaging content is like love at first sight. If you have ever fallen in love before, you will understand that feeling you have when you see your lover. It is the same way you feel when you see the content you love. It connects with you and fulfills your needs. So, how do you get rid of this limitation?
- Know what your audience is talking about
- Write irresistible introduction for your content (use stories, quotes, anecdotes, facts, questions, etc)
- Create timely content for your audience (.e.g trending topics, news, etc)
- Appeal to their emotions (use fear, anger, Joy, surprise, etc).
- Create actionable content (Use call to actions).
- Measuring content effectiveness
Measuring content effectiveness is another limitation faced by content marketers. In fact, it is reported in the b2b content marketing report that about 57% of content marketers face this problem. What are the metrics in content marketing? The major metrics are: consumption metrics, Engagement/sharing metrics, lead generation metrics and sales metrics.
Consumption metrics are the page views, time on page and bounce rate. These can be measured by an analytic tool, such as Google analytics
Sharing metrics are the reach, awareness, resonance and engagement on your content. This involves shares, likes, retweets, pins etc. It is measured by the number of shares, likes, comments and the follower growth. You can use Buzzsumo to get data on social shares.
Lead generation metrics includes email newsletter subscriptions, conversion rates, form submissions etc. It is measured by the number of leads you get from the content.
Sales metrics shows the number of customers you generate from your content marketing efforts.
3. Producing content consistently
This is a great limitation to most content marketers out there. Have ever come across a website or blog that has been updated a year ago? I have. It is difficult to produce content consistently. However, you can overcome this limitation by following the tips below:
- Create a content calendar
- Scan other blog headlines for ideas
- Invite guest bloggers
- Hire freelance writers
- Know your audience
- Be relentless
4. Lack of budget
Content marketing is expensive. According to a study carried out by content marketing institute, a whopping 35% of marketers said lack of budget is a limitation. However, you can still produce high-quality content on a shoe-string budget. Below are the tips that will help you:
- Focus on the subject matter you understand
- Use your employees to create content
- Attract user submitted content
- Look for guest authors
- Collaborate with influencers in your niche
5. Producing a variety of content
Content marketing goes beyond creating blog posts. It is the first thing you do when you start content marketing. But, as your blog gains momentum, you need to add variety of content for your audience. This will give you a new traffic, targeted visitors, higher conversion rates and improved SEO.
Below are the different types of content you can add to your blog:
- Book reviews
- Opinion post
- Product reviews
- How-to guides
- Case studies
- Research and original data, etc.
Although there are many limitations to content marketing, the fact is, it can be overcome. Don’t be limited, it is time to soar high and get to a new level.