2016 is already looking to be a loaded year for Content Marketers. A research conducted by Content Marketing Institute (CMI) revealed that 76% of the organizations they have interviewed will produce more content this year compared to 2015. 73% of the most effective marketers plan to produce more content while the 81% of the least effective content marketers plan to produce more.
With competition rising among businesses and volumes of content are increasing, how do content marketers face the challenge of producing and planning effective content? Studies from different sectors in the world have revealed which issues are now apparent at the agendas of marketing teams in the year 2016. Here are 3 Challenges Content Marketers should watch out for.
Achieving a Significant ROI
Proving a positive ROI remains a core focus among marketers in 2016 because of its effects on future marketing budgets of businesses. It’s difficult to prove success without having any data to back it up. Metrics plays a huge role in identifying areas that need to be managed. Key metrics include sales lead quality and conversion rates. According to a study by Hubspot, resopondents were 20% more likely to receive a higher budget in the previous year if ROI was tracked and measured. If these metrics proved that ROI was shown to be higher than the previous year, businesses will pour in more budget in the marketing department.
Despite this, it was revealed by the research of CMI that 48% of the respondents have content marketing strategy without being documented. Content marketers need to step up in tracking marketing data and activity in order to get a clear idea on what adjustments marketing teams should make.
Standing Out in a Crowded Space
With today’s technology, it is easy to get your idea out there. Anyone with a Twitter account or a smartphone can create content that competes with ours. Streamlining your storytelling and creating a connection with your audience is important as well as getting your content seen by your audiences. A neat solution to address this challenge is to up the ante: diversify and collaborate. Collaborate with other companies or individuals as influencer marketing can give a huge boost in your marketing efforts.
Re-evaluating Consumer-Marketer Relationships
Social media culture has evolved to a point where marketers can no longer rely on lengthy blog posts and product descriptions to show their importance. Marketers must work harder to make and maintain their connections with their target audiences. This is maybe the biggest challenge content marketers will have to face. Marketers need to innovate and develop new strategies that can develop better connections with their consumers. Consumer data and marketing research are always present for marketing professionals — it’s up to you on how you can use it to your advantage.
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