According to the latest content marketing statistics, 91% of B2B and 86% of B2C marketers use content marketing to facilitate business growth.
That is by no means a recent revelation.
In one way or another, content marketing has been with us for years now. While the way we do it evolved over the past decade, the idea behind content marketing remains the same – build brand trust and awareness by offering highly relevant information to your target audience.
As it is with most things in life, modern times come with modern challenges. Let’s see how that’s true for content marketing.
Fighting Content Saturation
According to an article on MarketingProfs, there are over 2 billion blog posts written every day – and that is a statistic from at least 3 years ago. And blog posts are just one content type that gets published on a daily basis.
If you are not one of the lucky few which niches have not been saturated with content marketing, you have to be aware that standing out won’t be easy.
If you are new to content marketing – we have a good news and a bad news for you. The good news is that there are several different ways you can use to battle content saturation.
The bad news is that all of them require either a lot of work or a lot of creativity that is based on a good understanding of your niche, audience, and digital marketing in general.
Here are a few things you can use to stand out:
● focus on in-depth content,
● create 10x content
● try to find topic areas that haven’t been extensively covered before
● focus on topics in which you can give valuable personal insights
Here is a good read if you want to find out more about how to create valuable content in saturated niches.
Finding Reliable Partners To Outsource To
As the demand for content marketing grows, the number of agencies offering content marketing closely follows that growth.
While more competition generally means better-quality services, unfortunately, there are a lot of digital agencies that do a subpar job. The main reason for that is that everyone is looking at how to speed-up and automate different marketing processes and make it less time-consuming.
Sooner or later, they reach a point where further shortening of the process means cutting corners and lowering the end quality of their service.
The prime example is link building where finding a reliable partner can make or break your business growth. Here is an excellent article on how to successfully outsource link building projects if that’s something you are considering to do in the near future.
When it comes to outsourcing, do not be afraid to test multiple agencies. Content marketing requires time to show results so choosing a reliable partner is paramount.
Setting Objective Long-term Strategy
As mentioned in the last paragraph, content marketing is a long-term solution which means you need a strategic plan to maximize its effects. The caveat is that your plan needs to reflect your budget.
For example, if you are in the B2B space and your monthly budget for content marketing is $2k, the majority of the time, dumping $500/month into social media management is an inefficient way to use your budget (to put it nicely).
Another problem is that your success is not dependent just on you but on the market and your competition as well. Admittedly, that is also true outside marketing.
The reason we mention it here is because of how it affects your long-term goals. For instance, if you decide to increase organic traffic by focusing on a certain keyword and 3 other competitors try to do the same thing, you probably won’t be able to reach your goal in time.
To set up an objective long-term modern content marketing strategy, you will need to:
● do an in-depth target audience, target market and competition analysis (so you know what is your current position in the digital market)
● define clear goals that reflect your available budget
● set up multiple milestones to track if you are moving towards your goals (so you can adjust your actions in time if necessary)
Custom Graphic, Point Visible – Key Performance Indicators of Content Marketing
Getting this right on the first try is almost impossible, but that doesn’t mean you should avoid it. Even if you set up an unrealistic plan, it still means that you have some idea on where you want to go which will mean you are not just randomly injecting money into different content marketing methods hoping that things will work themselves out.
Pushing Through the Spam
A major downside of content marketing becoming popular is that everyone is trying to use it. For better or worse, many businesses do it rather poorly because they either don’t know what they are doing or just don’t have enough resources to do it properly.
Whatever the reason might be, the end result is that we all have to battle our way through a lot of spam until we reach something valuable.
All of this brings additional challenges to content marketers as we now have to put extra effort into showing potential opportunities that we are not one of those people that are here “just to get a link” and that we can actually provide relevant high-quality content.
As this is unlikely to change any time soon, we will just have to stay on our toes, follow marketing trends, and find new inspirations to fuel our creativity.
As Always, The Key Is to Test and Adjust
If there is one thing you take away from this article, let it be that content marketing is a long-term approach that requires a methodical approach based on in-depth research, constant tracking, and pivoting when necessary.
To do all that, you will need some experience that will often have to be based on trial and error and you should never give up on the whole idea if you don’t get everything right on your first try. Alternatively, you can always try to find a reliable partner in one of the many agencies using modern content marketing strategies out there.