10 Content Marketing Benefits, Challenges and Tips


10 Content Marketing Benefits, Challenges and Tips

When I ask the question “Will You Find Your Next Client — or Will They Find You?”, it is a direct challenge to business owners to define an inbound marketing strategy, a combination search, social media and content marketing, to attract a clearly defined audience who are ready to buy. Content marketing is the foundation for a successful inbound strategy for without content there is nothing to optimize and nothing to share on social sites.

10 Content Marketing Benefits

There are many content marketing benefits regardless of whether you are marketing to businesses (B2B) or consumers (B2C). Content marketing:

  • Increases visibility of your brand
  • Develops lasting relationships with your audience
  • Improves brand awareness and recognition
  • Creates loyalty and trust, with both your current customers and prospects
  • Helps you to build authority and credibility
  • Positions your business as an expert in your industry
  • Generates traffic to your site to improve lead generation
  • Opens a channel of communication through social shares and comments
  • Helps your customer move through the purchase decision more quickly
  • Provides value with no strings attached

With all these benefits, it’s no wonder that according to Hubspot’s 2018 State of Inbound Marketing report, 74% of marketers prioritized an inbound approach to marketing. In addition, companies are nearly 4 times more likely to see higher ROI on inbound than outbound.

10 Content Marketing Challenges

With all these positive benefits, why is it so difficult for small business owners to successfully implement content marketing? Inbound marketing is not a “set it and forget it” marketing activity. It is a process that requires regular, consistent delivery of focused content to increase your visibility and demonstrate your expertise.

The biggest challenges facing small businesses are:

  • Determining your goals for content marketing
  • Being able to focus on a narrow target audience and intimately understand their challenges
  • Having enough time and resources to produce the content your target is looking for
  • Developing a content plan that provides the road map for what content to produce and when
  • Writing content with focus and clarity
  • Not understanding what content to produce and in what format
  • Not knowing where to post your content to reach your ideal client
  • Producing quality content consistently that excites and informs your audience on a regular schedule
  • Measuring the effectiveness of the content you produce
  • Proving ROI of content marketing

10 Content Marketing Tips for Small Businesses

  • Intimately understand the audience you are trying to reach so your content marketing efforts are not a waste of time.
  • Once you know your audience, focus on how your content can benefit them. Generate that content by answering the questions your prospects and customers have. When someone starts the buying process, they start with a search. Become the brand that answers their questions thoroughly so they have no choice but to contact you.
  • Document your content marketing strategy. Marketers who document their strategy are 538% more likely to report success than those who don’t.
  • Focus on quality content published regularly. Don’t believe you have to blog everyday to succeed with content marketing. Most small businesses don’t have a marketing department that can create and distribute content as often as some folks say you should. Strive for a rate that works for you and publish useful content.
  • Be realistic in how much time you can spend on content marketing based on your resources. If you don’t have the time, consider outsourcing to someone who can produce the content and distribute it for you. Just be sure you oversee the process so what is being created aligns with your vision and beliefs.
  • Produce content that is timeless so that it continues to work for you long term. Publishing quality, evergreen content will continue to drive traffic to your website over a longer period of time.
  • Re-purpose your content across different content types. A blog post can be turned into an infographic, presentation, video or a podcast. These different media types can then be shared on different platforms to increase your reach.
  • Be sure to put all of your valuable content on your website and share it to social media. You own and control your website but rent space on social sites.
  • Build your email list so you can reach interested parties on your terms. Again you own your in-house email list. Get people to subscribe to your list by offering some type of content that is very useful to them. Once you have them signed up, you can then provide your content to them directly via email.
  • Have patience. Content marketing is a long term strategy that takes time for the results to be visible.

Share your knowledge and expertise

Every business can successfully market their products or services by offering content that educates and provides a solution to your customer’s biggest challenges. When a prospective customer finds you through the content you provide, they begin to form a connection with you built on trust.

When you share your knowledge and expertise freely with no strings attached, the giver’s gain philosophy takes hold and you become the recipient of wealth:

  • From the satisfaction of helping someone with your knowledge and
  • Through new clients who truly appreciate what you have to offer.

Don’t wait to get started on this effective marketing strategy.

Now that you know the content marketing benefits and challenges, share your tips to make content marketing more successful for small businesses. And if you have any content marketing questions or questions inbound marketing in general, contact me to discuss your marketing needs.

9 thoughts on “10 Content Marketing Benefits, Challenges and Tips”

  1. Interesting information given. Content marketing is important for business as in this we can reach our thoughts to audiences and gain potential customers from it. As content marketing universe becomes noisier and more crowded, marketers are looking for ways to stand out and create memorable, impactful experiences. Tips you mentioned in article will help us to stand out and build unique presence for our brand. Obliged for this important tips. Looking forward to read more informative articles here.

  2. This article has well-explained the concept of content marketing. I completely agree with you that your content must address the wants, needs and interests of your customers. Your content must be relevant and effective. A good content marketing strategy can generate a positive response from consumers and create good relationships with your customers.

  3. Content marketing is important, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal from the consumer side. It is, in itself, helping to evolve what customers expect from the brands they interact with.Neglecting it is way more risky than investing in it.What travel, food, or fashion brand can exist today without a vibrant Instagram page, videos, and a few influencer campaigns? Software companies have become tech teachers with how-to videos and eBooks. Even the financial industry has come up with apps, online knowledge centers, and other tools to help both individuals and business customers better meet their financial goals and to do it with a level of transparency and convenience that was unheard of 15 years ago.Great content, especially the dynamic, well thought out strategies are showing consumers they deserve more.

    Through offering value and meaning, and through giving people an entire ecosystem to tap into for information, guidance, and human connection, content marketing has formed a bridge that consumers want to walk across in order to connect with the brands they like.

  4. I agree that running out of ideas is often a great problem for content strategy. Sometimes we have to resort to checking what did competitors write about, but this might look like duplicate content in the end right?

    • Hi David – As long as you write the content yourself and make it original, writing about something your competitors have written about is not considered duplicate content. I write about things other marketers write about but make it original and educational. If you plagiarizer, yes that would be seen as duplicate content (an unethical behavior).

  5. Thank you for the tips!Quality content writing is very essential to meet your goals and I believe that this will give good links and drives traffic to the website. As a writer, we really need to be careful when writing a content specially in Digital world as technology becomes more advanced and people also become more reliant on technology.

  6. Yes, everyone should know these challenges to start the content marketing as part of their business strategy in any industry to attain mind blowing results.

    Really love the post… Keep up the awesome work!!!

  7. We all know content is king but the problem comes when you ran out of ideas for a suitable content for your blog which resulted in low quality content. It is important for us to keep audience in mind while creating content.

    • Doesn’t hurt to put more effort in writing better content though. Also, netizens should realize the need to build more relationships too so that there would be a foundation for future transactions.

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