I’m not going to lie. Content Creation is hard. Not hard to start, but hard to maintain and overcome the various content barriers you may face in the short term while you wait for long-term gains.
Despite these challenges, content marketing is increasingly necessary in today’s world. So, perhaps these barriers are actually signs of future successes and the correctness of your chosen marketing path!
How’s that for positivity!
It’s true though! Oftentimes the struggles and obstacles we face are merely the results of choosing the correct and, ultimately, most rewarding path for us.
In terms of marketing, and today’s article, content creation is that path.
Today, I’d like to discuss the most common struggles that people face when following the content marketing journey and how you can overcome them.
We’ll be discussing these issues on a variety of fronts, from creating the content itself to marketing and promoting that content. Hopefully, after reading this article you’ll know more about how to manage and put your own content marketing into perspective!
So, without further ado, let’s dive right into the various ways you can overcome the common content barriers that many people face during their content marketing strategies!
Tip 1. Not Knowing What To Create
One of the most difficult content barriers is coming up with a constant and never-ending stream of topics to create content about.
Obviously, the amount of creativity that you’ll have to have when creating content will differ depending on your most desirable content formats.
For example, an industry that relies on heavy technical information will produce expensive research-based content like blogs, podcasts, and videos.
However, an industry that is more self-descriptive and consumer-centric may only have to produce compelling images to relay their information (think of soft-drink companies or other organizations that sell self-descriptive products).
There are actually various easy ways that you can get over this “content-block” and start becoming more creative or experimental when searching and creating content topics.
The first easy method is to overcoming these content barriers is by simply checking out your competitors! What kind of content are they putting out? Usually, the content that they promote heavily is doing well for their engagement, meaning that it may be a piece of content that you want to emulate for your brand.
Obviously, don’t create exactly the SAME content, just take the style or overall qualities of it and make it your own!
Another way you can get past the lack of creativity is to search your own previous content for various points that you can use to create new articles.
Oftentimes, when we create content, we do so without realizing that many of the points we make need to be further explained. For example, by reading this, I assume you already know what content marketing really is!
Breaking down these assumptions is a great way to create further content where you can really dive deep into the basics of your industry, product, or service.
Sometimes, another easy way to find relevant content is to search for the main keywords of your industry or product/service. Find relevant suggested keywords with good traffic and you’ll have a great overall topic for a new piece of content that you can produce!
Tip 2. Consistency.
By far, the hardest thing to do as a content creator is maintain consistency through all the ups and downs of content marketing.
However, by nature of it, that consistency is one of the most detrimental aspects of your success.
Most people give up on creating content before they give themselves ample time to grow. After all, SEO and “findability” is only going to benefit you over time, and most people expect immediate results.
You need to be consistent in posting, interacting, and providing value to your audience if you wish to maintain and augment the size or the trust you develop between them.
The best way to maintain consistency in your content marketing endeavors is to create a dedicated content-posting schedule, complete with topics so that you only ever have to worry about the creation of content and not the consistency or the minutiae of every-day posting.
There are also various applications and software that you can use to automate your content posting, meaning that at the beginning of the week you can create your content, then automate the posting of that content all over your content platforms.
All that a content schedule needs is a topic, the content format (blog, video, podcast, etc.), the content platform (social media, website, etc), and the submission date.
Other optional scheduling considerations include editing time, delegations for responsibilities, and other individual duties.
Tip 3. NOT Utilizing Content Syndication
Content syndication is when you place a piece of the content that you create onto the platform that communicates with a similar audience to yours.
Keep in mind, this content is SPECIFIC for that platform, you often can’t just republish your own content onto another person’s blog or website. Doing so decreases SEO and the value that the content brings to the site.
And as we know, there should always be value brought to both sides in business!
Ultimately, content syndication can bring lots and lots of traffic to your site, depending on the size of the audience and the authority of the website that links to you, giving you what is appropriately called a “backlink.”
Ultimately, the more backlinks you have will better help search engines determine the authenticity and authority of your website for certain keywords.
This means your overall SEO will improve and you will earn even MORE traffic that is not just referral traffic from another site.
The hardest part about content syndication is to form a trusting relationship with the decision-maker in that content channel. The need for trusting relationships is the largest of the content barriers of syndication.
Let’s say I want to place a blog on Entrepreneur.com.
I’d search out the consistent bloggers of the articles that are posted on that site because, obviously, they have some influence over who posts on the website.
Find them on social, and take a few weeks to leave thoughtful comments on their posts and begin to become recognizable to them.
As long as your comments are thoughtful, provide some value, and show that you are a real and interested person, you can begin to form a relationship with these influencers.
It’s important not to be a salesperson, and not to expect miracles, but usually, if you are a recognizable and valuable face, you will be trusted enough to post some of your own relative content.
Tip 4. Leveraging Multiple Pieces of Content
Your consumers are NOT going to make an immediate purchase decision based on a single post or piece of content.
In fact, nowadays, due to the saturation of online competition and sales offers, consumers are becoming warier and warier of where they place their money.
That being said, it is often stated that 7 “touches” is what is needed to make a buy decision nowadays.
Yes, there are content barriers directly related to outreach!
Therefore, utilizing your content in tandem and not as single one-off pieces is going to make more of a difference in your overall business success and sales.
Consider where your audience hangs out. On social? Do they scour the internet for solutions? Or do they need to become aware of the problem first?
Describing these things better allows you to focus your resources on the areas and the promotional channels that matter most to your brand and audience, specifically.
Using multiple bits of content that become consistently present to your consumers is the best way to maintain brand recognition and further induce sales and become the go-to for a problem they may experience.
Tip 5. Creating Quality Content Quickly
The single most common content barrier that content marketers face is putting in the effort to create quality content quickly.
It really is difficult.
It’s one thing to produce quick content, it’s another to produce quality content. But trying to combine the two can be very difficult.
The easiest thing you can do is to focus on your audience (for quality) and build relationships with similar influencers that will help you further extend your outreach (quickly).
Content both takes a long time to make, and a long time to benefit from, but the overall advantages are significant in today’ world.
Find some automation tools to help free your time for the creative side of things, then use your extra time to create more quality content with the focus on your audience’s issues and needs.
After all, in content marketing, being a giver (and not a salesperson) is the single most effective thing you can do to ensure success and create awesome brand relationships with your audience.
Ultimately, these issues can be easily resolved with the right amount of patience and utility.
By employing the different technologies that we have available to automate our processes, and by keeping the focus of your content on providing value to your consumers, you can generate awesome content while keeping quality intact!
Hopefully, your content will now cease to be affected by the common content barriers mentioned above, and if you have any questions, just send me an email and I’ll answer them to the best of my abilities!
Thanks for reading!
Work With Austin
-Austin Denison is a management consultant and coach from Southern California and founder/CEO of Denison Success Systems LLC. He is the author of The Essential Change Management Guidebook: Master The Art of Organizational Change as well as The Potential Dichotomy: The Philosophy of a Fulfilling Life, and, coming soon: KICK*SS Content Marketing, How to Boost Your Brand and Gather a Following.