7 Content Marketing Roadblocks You Need to Identify and Tackle To Move On
Here are 7 common content marketing roadblocks and the actionable advice you need to overcome them……..by Carly Stec, Content Marketing Manager at IMPACT.
1. Breeding new ideas
- Contrary to popular belief, inspiration for new ideas doesn’t shine down in an alien-esque beam of light.
- It’s not the topics that separate your posts from the others you have written, but rather, the positioning.
- For example, the following blog articles are all centered around the topic (business blogging), yet they’re all different:
- 35 Blogging Tips to Woo Readers and Win Business
- 5 Business Blogging Tips for People Who Hate Writing
- Should You Repost Your Blog Content on Other Websites? A Data-Driven Answer
- “Point being, says Carly, if you nail the positioning, you could write about the same topic for an entire week and end up with 7 posts that are entirely unique to one another”.
2. Balancing quality and quantity
- You don’t need to publish content constantly.
- However, it’s important that you establish a schedule that adheres to a maintainable frequency.
- While frequency has the ability to influence your search engine ranking, a ton of crappy posts are going to get you nowhere.
3. Engaging your audience
- How to overcome passable content:
- Hook ’em
- Engaging blog posts employ sentences that are designed to convince the reader to read the next one.
- If you start with an ordinary opener, you’re whole post is at risk of remaining unseen.
- To avoid this, start with something magnetic.
- A question.
- A quote.
- A story.
- Make it interactive
- Sometimes, in order to get readers to engage with your content, you have to give them a little push.
- Incorporating tweetable text throughout your blog post is a great way to persuade people to take action.
- Give them homework
- You can carry on about why you should implement strategy XYZ until the cows come home, but what people really want to know isn’t why you should do it but how.
- If you want to keep people interested, provide them with actionable takeways.
- Things that they can implement themselves the minute they finish reading your blog.
- Whether it’s a small Twitter hack, or a change they can make to their latest call-to-action, if they see results from it, they’ll come back for more.
4. Suffering from sameness
- People have an insatiable sense of curiosity.
- They are driven to consume information that teaches them something.
- Content that aims to explore uncharted waters.
- If you continuously pump out content that adheres to the same format, it’s only a matter of time before it loses its intrigue.
- With that, your readers begin to lose their enthusiasm.
- They start feeling like if they’ve seen one post, they’ve seen them all.
- In an effort to combat this type of predictable content, mix up your content by exploring different formats:
- A post that follows this format is invaluable to readers because it aims to not only educate them, but also demonstrate specifically how to implement or carry out a particular process.
- Quite simply, they’re actionable.
- People love actionable.
- Readers are attracted to list posts because they set an expectation up front.
- What the number does is put forth the promise of something they can count on.
- Example posts provide the reader with not only advice, but also an illustrated account that can help them gain more insight on how to approach a situation.
5. Integrating your content
- You know that you can squeeze more results out of your blogging efforts, but you’re don’t know when and where they fit into your strategy.
- Unsure how to get started, many businesses are left with a pile of content that serves to collect dust.
- Chances are these blog posts are perfectly reusable.
- Here are a few examples of how Impact continuously leverage existing blog content:
- Create a newsletter
- With all of the content that you have created you can turn it all into a monthly newsletter that will serve as a collection of the most popular content that month.
- Use it for social
- To get your content in front of more eyeballs, focus on finding interesting ways to position it on social media.
- Promote an offer
- Just released a new offer?
- Revisit some of your existing blog posts that align with the new offer and update the call-to-action.
6. Uncovering usable images
- When it comes to royalty-free images, the pickings are slim.
- The following resources will hook you up with high quality, royalty-free images for free:
- Life of Pix
7. Managing writers
- Whether you’re working with a team of in-house content creators, or you’re outsourcing your efforts, communication is critical for success.
- To make the process more productive for everyone, try these tips:
- Implement a style-guide
- To avoid wasting time with back and forth revisions, questions, and clarifications, it’s critical that you define a clear style guide.
- Provide examples
- Supplying writers with resources to reference will help to ensure that you’re met with a final product that meets your expectations.
- This is particularly important for outsourced content, as the writers may not be as well-versed as you are in your industry.
- Let them write
- Too many stipulations and limitations will suck the life out of even the best writer’s work.
- While there is a time and place for direction, don’t be afraid to let them run with it.
- Avoid stifling their creativity by giving them the time and space they need to produce something they’re proud of.
- Remember, rushed content looks and sounds like rushed content.
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To Your Success,