Manage unrealistic expectations and impatience
If you’ve ever tried to make a business case for content marketing to your boss, you’re aware of how complex this task can be. Although content marketing has been popular for several years, there are many misconceptions about how it works and what can be expected from a content marketing investment.
Impatience is a significant obstacle. If you say the term “years” in a pitch meeting with management, you’ll almost certainly be met with chilly looks and awkward silences. However, even with a large and experienced content marketing staff on your side, it can take several years for content to start performing as it should.
This isn’t a problem with content marketing per se, but rather with expectations. Many executives and managers are accustomed to seeing a quick return on traditional marketing tactics. It’s a tough pill for them to swallow to be asked to fund content marketing projects and wait several years for them to pay off. You need to educate them about the fact that content marketing often takes time. Few blogs become overnight sensations, and it takes effort to create an audience and establish trust.
It’s critical to keep your expectations in check. Instead of setting yourself up for failure by aiming too high too soon, set realistic traffic and engagement goals. It’s better to set achievable goals and meet them than to write off your content marketing efforts as a failure due to missed benchmarks that were unrealistic in the first place.
Make sure your focus is in scope
Many content marketers make the mistake of either focusing too much on a broad subject area or focusing entirely on a niche of insufficient size. Even established, well-resourced content creation teams find it challenging to strike a balance in terms of editorial focus. If you cast your content net too broadly, you may find it challenging to make a name for yourself, or you may lose visitors to larger, more established publishers.
Focusing on a narrow specialty may be a good idea. But you may find it difficult to extend your readership in the future, or you may run out of genuinely unique and insightful things to say about your business. To address these concerns, start with a broad category important to your business, then narrow down your options by potentially relevant subcategories.
Hopefully, being aware of these content creation challenges will help you on your way to content marketing success.