Marketers face some steep challenges in achieving high content impact. Among achieving high content impact. Among the barriers we see across brands are the lack of an overarching content strategy; insufficient content creation and management investment; inadequate expertise and resources; misaligned organizational structure; and inadequate measurement and lack of investment in content discoverability and targeted delivery.
Lackluster Content Engagement
Studies have found that even brands that create higher-quality content often fail to engage consumers in a meaningful way. The most powerful content characteristic is consumer relevance, yet brands often fail to configure their content strategies and infrastructure to deliver customized content. Another key obstacle is poor content discoverability and user-friendliness–brilliant content still needs a means of being found, and to be optimized for every channel that carries it.
Challenges with Content Management
With the shift from a “push” to a “pull” content environment, major brands need enough dynamic content to remain “always-on” to attract consumers. In many cases, internal staff and agencies can’t keep up with content demands. The traditional siloed brand organizational structure often thwarts content creation and management. Without coordination across the silos, inefficiency and mediocrity threaten the brand’s content enterprise.
Absence of Content Strategy & Planning
For many brands, content is approached as elements of individual campaigns. Brands struggle with defining priorities because they lack a long-term content strategy to direct them. As content-planning is often not integrated with greater marketing planning, there may be no roadmap. As a result, content investments may not be aligned with the best opportunities for return and/or could be insufficient to drive success. As a consequence, many brands have significant content gaps along the customer journey, leaving themselves open to conquest by other brands. Often brands tackle too many channels, chase every trend, create more content than necessary (or in the wrong formats), and fail to employ the right partners to guide them and manage their content. Inevitably, content quality suffers. According to Econsultancy, “64% of in-house marketers agree that content marketing ‘is becoming its own discipline”.
Lack of Measurement in Content Strategy
Many companies are unable to quantify the ROI from content. Measurement systems, on the whole, have not kept pace with the speed of content growth.
According to the Content Marketing Institute, “Interestingly, among those who do not have a strategic approach to content management, the top reason why they don’t is a lack of processes (63%). Second is that leadership hasn’t made it a priority (57%), followed by a lack of financial investment in resources (52%).”