Recent and continued shifts in the marketing industry have established content marketing as a core B2B marketing initiative. As marketers continue to learn and master this skill, its challenges evolve each year. According to a survey conducted by Curata in 2012, the greatest challenges faced by B2B content marketers are limited budget (27%), limited staff (25%), and creating enough new content (21%).
Here are three ways to overcome these difficulties:
Creating enough new, engaging content often feels daunting for content marketers. It is important to remember that less is more. Fewer posts done well speak more meaningfully than daily posts that feel forced. Streamline your marketing plan to make quality the focus. For example, consider two or three blog posts per week, instead of five. Having that extra time is the key to planning, and then generating, better content. Consider a monthly newsletter instead of a weekly one, and try devoting two blocks of time per day to social media, rather than trying to keep up with the all day, every hour race.
Outsourcing content is, in many cases, essential to its quality. Finding a partner or freelancer who can effectively communicate your business’s message will provide you with the time to plan a content-driven strategy that ends in success. Do not hesitate to find this support.
Along with quality and outsourcing, metrics are your biggest ally. Use them carefully, and respond to them as a resource. This information can be used to create content that is actually engaging, tuned in to your customer’s habits, questions, and trends. In short, pay attention to metrics, and do more of what works and less of what doesn’t.
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