According to a recent report from eMarketer, there are three major problems that are faced pretty much universally by marketing professionals around the world. Nearly half of the marketers surveyed indicated that the following issues were hindering their content marketing:
No clear content marketing strategy (42% of respondents)
Insufficient internal content creation resources (53% of respondents)
Insufficient budget (40% of respondents)
Interestingly enough, those three things could all be intertwined — without an effective content marketing strategy, you’re probably not going to secure an adequate budget. And without enough money in your budget, it’s going to be tough to hire talent for internal content creation.
Obviously, that isn’t going to be the case with every company — some companies are going to try to build a culture of content and have regular employees create content, rather than hire new employees specifically for content creation. But logically, it seems as though many of the problems content marketers face can tie back to not having a clear content marketing strategy.
So while there aren’t necessarily any one-size-fits-all, blanket approaches to solve every content marketing problem, if you’re struggling with your content marketing, the first thing you should do is go back to the beginning and examine your core content marketing strategy. If it’s weak (or even non-existent), then that just might be causing any number of other problems, so focus on the strategy first and foremost. With a solid strategy in place, some or many of your other problems might just disappear on their own.