Five big content marketing challenges facing businesses right now
Social media has been a blessing and a curse for content marketing.
On one hand, social media’s popularity among the public has opened the eyes of businesses who have jumped at the opportunity to engage in conversations directly with the people most relevant to them.
On the other hand, a large number of these businesses have failed to grasp the real opportunity it has presented; the chance to become bona fide publishers who can reduce the reliance they’ve traditionally had on paid media and institutional earned media.
There are many reasons for this, especially the infatuation people have with the often meaningless metrics associated with the popular platforms.
Thankfully, things are starting to change.
Businesses are starting to understand that sustainable content strategies are the backbone of a solid digital presence and the popular social channels play a role in fueling this success.
So, what is content marketing and why has it become so popular of late?
The term and practice itself has actually been around for a long time albeit under slightly different guises.
Today, content marketing can be defined as the creation and distribution of relevant content that adds value to the lives of the people it has been crafted for.
We’re not talking about viral videos or crazy digital campaigns here, we’re talking about content that solves problems for people or enables them to achieve things through access to niche information provided by organisations who house this knowledge.
Social media has created a distribution and feedback mechanism for this content and made the ‘business-as-publisher’ dream a much more attainable reality.
But what is in the way? Why hasn’t every business latched onto this opportunity? Here are five reasons why…
The presentation doesn’t provide the solution to each of these challenges in great detail.
There are a few reasons for this but mainly not each of the challenges featured here are relevant to each and every business on the planet.
In some cases, there are challenges not featured here that are even more of a road block than these ones.
These thoughts are literally a taste of what stands in the way and why there is still a lot of work to be done.
Kamber is a specialist content marketing and social media agency based in Australia.
We help clients behave in ways that make them valued online participants which is the best way to tie content marketing and social media into your operational and commercial objectives.