Many marketers now use content to resonate with their target audience, but new research suggests that there are still many challenges associated with executing a content marketing strategy.
ClearVoice recently conducted its annual content marketing survey to determine marketers’ biggest challenge with content, and statistics showed that time is still the number one obstacle for content marketers. This is followed by creating content, content quality and writing.
The actual production of content – and the creativity needed to drive it – is the largest category of challenges for marketers. Achieving a clear brand voice, creating original content, and making compelling content were some of the largest obstacles in this category.
Having the stamina to generate ideas and product compelling content repeatedly was also cited as a “prevalent challenge” for creatively minded marketers.
Using Content Marketing to Achieve Top Objectives
Despite these challenges, marketers continue to stick with content marketing, and previous research shows that they are looking to raise brand awareness through this strategy.
Ascend2 published the “Content Marketing Engagement Survey” and statistics showed that improving brand awareness is the top objective for most marketers (55%) who use a content marketing engagement plan.
That being said, this same goal is also the most critical challenge, according to most respondents (42%). This is followed by increasing sales revenue (41%), improving sales lead quality (33%) and increasing website traffic (31%).