STRUGGLES
The Top 7 Content Marketing
AND HOW TO TACKLE THEM
QUANTITY
SILOEDTEAMS
TALENT
ANALYTICS
VARIETY ENGAGEMENT
BUT MANY LACK A PROCESS FORCREATING, MANAGING ANDPUBLISHING THAT CONTENT
So it's not doing themmuch good. (Sad face).
Just 42% of marketers say they're effective at
content marketing.*
* "B2B 2014 Content Marketing Benchmarks andTrends." CMI, October 2013.
BUILDING A SOLID CONTENTMARKETING WORKFLOW IS THE BESTWAY TO CALM THE CHAOS
And we've got tips onhow to do it...
BUT FIRST, LET'S TACKLE THE 7 TOPCONTENT MARKETING STRUGGLES
Ready?
Who are we kidding? YOU WERE BORN READY.
#1 "I'M NOT PRODUCING ENOUGHCONTENT"
It's hard to keepyour contentoperation hummingwithout a lot ofnew ideas...
?
#3 "I DON'T KNOW HOW TO MEASURESUCCESS"
You want to know the ROI of your content, but you don't know which metrics matter.
TRACK THESE FOUR AREAS
1. Production: #of assets, types of content2. Engagement: shares, bounce rate3. Performance: visits, page views, referrals,content score4. Conversions: downloads, subscribers, etc.
SOLUTION
#4 "I DON'T HAVE A LARGE ENOUGHVARIETY OF CONTENT"
Your content will grow stale if you don't address a variety of topics.
IDENTIFY THEMES THAT ALIGNWITH DIFFERENT AREAS OFYOUR BUSINESS
Ask stakeholders to suggest topics based on user data, business goals, and customer pain points.
Use those different topics to inform your content.
SOLUTION
COLLABORATE EARLY AND OFTEN
Gather leaders from everydepartment to decide on contentthemes, goals, and approval structures.
SOLUTION
#6 "I DON'T KNOW HOW TO FIND THERIGHT TALENT"
Content marketing is apretty new field. Skill setsare hard to describe,much less recruit.
LEARN THE CHARACTERISTICSTHAT MAKE UP A STELLARCONTENT TEAM
Check out our completehiring handbook. We madeit just for you...
click here
SOLUTION
#7: "I DON'T KNOW WHEN APIECE OF CONTENT IS FINAL"
"Approvers" swoop in atthe last minute to stall acampaign launch.
PUT AN APPROVAL PROCESS INORDER AND STICK TO IT
Follow these steps:1. Propose an approval process2. Get stakeholder sign-off3. Document the approvalprocess4. Share it with your team5. Follow it
SOLUTION
FEELING A LITTLE BIT BETTER?
You have some tools to tackle yourcontent marketing woes...
Ready to take the next step?
DOWNLOAD THIS WORKFLOW GUIDE
Learn how to:
Streamline tasks andapprovalsStrategically repurposeexisting contentIdentify and assign rolesand channels
GET YOUR COPY