Powerful content creation is a tricky territory. The content creation usually is in the focus of the whole content marketing strategy, but it often comes down to rewriting or reusing the old pieces of text without offering a new insight. Only 38% of marketers rate their organization’s content marketing as effective, according to the Content Marketing Institute. And 58% of marketing teams struggle to create good content. However, If you understand your main challenges, following the content creation process becomes more interesting and fun.
This time our team is discussing three most common challenges of creating a winning content.
1. CONTENT EXPLOSION
It’s difficult to understand how much content is being produced.Take a look at the chart below by KCPB, which shows the rate of global digital information created and shared between 2005 and expectations for 2015:
Did you know there are more than 2 million blog posts published every single day? In fact, in the last 20 seconds, 462 new blog posts have been published!
Former Google CEO, Eric Schmidt says that there’s “more content is being created in 48 hours than what was produced from the beginning of time until 2003.”
Producing a volume of content is a challenge for 78% of respondents. Also a remarkable finding each time again. What is a volume and how much volume do you need? The answer is simple: you don’t need volume. You need the right content for the right reasons in the right place, starting with the most obvious content. Volume is one of the last things one should consider when looking at an overall content marketing approach that focuses on what matters for the audience (Digitalistmag).
2. FORMATS EXPLOSION
Content Marketing Institute suggests three strategies that you should follow to produce engaging content
-Spend time on images and design
People don’t read web pages word for word. Instead, they pick and choose specific words and sentences as they scan the page. To accommodate this reading style, you need to use eye-catching images and organize your content in a way that grabs readers’ attention. Make your headlines big, bold, and focused. Have them convey one simple, but powerful idea. Use sub-headlines every few paragraphs to keep readers engaged and interested in the content. Use an inverted pyramid structure where the content at the beginning is the most important and as the readers move down, they read the less important (but still relevant) points.
-Stuff your content with emotional appeal
Studies have confirmed that emotion is a major factor in decision-making at any level. Even something as simple as sharing a post on your Facebook or Linkedin timeline involves some level of emotion. People share content that makes them feel something. Always take a look at your content from a reader’s perspective.
-Create topical and timely content
Marketers are facing time and resource constraints to produce quality videos. Some marketers also struggle with building out a sustainable video content strategy that can product videos which can live and scale across multiple markets. Create or repurpose your content in fresh and user-friendly formats. It minimizes your efforts and maximizes the value of your content.
3. CONSISITENT CONTENT OPERATIONS
Different teams and organizations within a company all produce content to support various programs and channels they own, and this creates content quality and consistency issues. Marketers are looking to manage and govern their content creation process more efficiently to ensure all content produced is compelling, consistent and effective for their target audience. One of the biggest challenges many marketers share is figuring out how to consistently deliver engaging, compelling content with speed, without compromising on quality and volume. The Boston Consulting Group “ The Agile Marketing Organisaiton” report suggests that “ CMO’s greatest struggles are with organizational silos and ownership issues, the lack of technology- and data-savvy talent, and the impact of scaling up their digital efforts.” Adopting the centralised approach “can dramatically accelerate the pace at which marketing organizations innovate”.
Trying to stay nimble and agile within a large corporate structure also proves to be a big pain point for many marketers. Marketing week suggests that staying timely and relevant with the long, clunky approval processes marketers have to go through with content creation is one of the biggest challenges.