We have begun our journey into a new decade with optimism, but there is also a need to understand the challenges in front of us.
Content marketing is one of the few parts of digital marketing slated to drive the practice into a new era. While we may be using the term ‘content’ more often these days, content as a consumption good has been a staple commodity for longer than we care to imagine.
Even before digital devices became ubiquitous, people thronged to theatres to watch movies, sat in front of TV sets, read books, newspaper, magazines, and anything else worth reading. Content has always been a crucial part of the culture. It is only now when we keep calling content the most important part of the digital experience, partly because the stakeholders of digital platforms realize that the only thing keep hoards of people online is content.
Moving into the new decade, the creation and marketing of content to promote commodities and brands to audiences is getting obstructed by key challenges. These challenges, specific to content marketing, are often the main causes of most campaigns becoming inefficient.
In this article, we discuss the key challenges which face professionals in the field of content marketing. The aim is to help readers realize the problem at hand and work towards finding a solution.
The Challenge to Produce Engaging Content
The first challenge lies at the very heart of content marketing. In this day and age, people want to be engaged even when consuming content about some of the most serious topics. Think about how much news channels have evolved in the past two decades. From being geared towards informing and educating the audience, news media has become more attuned to keep audiences engaged all the time.
Content creators have had to evolve too. Technical content writing, one of the founding blocks of content writing in general, is now being revamped and repurposed to be more engaging.
Think about it. When was the last time you learned about the launch of a new Apple phone directly from a press release from the company or by visiting Apple’s very own website? Probably never. You always hear about these things on news media platforms and social media.
The defining challenge of content marketing is how will marketers keep creating content which engages and influences the audience enough to finally convert them into customers.
The Challenge of Measuring ROI
Studies have shown that over 62% of digital marketers do not know how to measure the ROI of their content marketing efforts.
This statistic should be alarming for many reasons. There is no way content marketing can evolve and become more efficient if there’s no way of quantifying the performance and benefits of content marketing campaigns.
2020 could be the year digital marketers finally have to find a way to measure content marketing as a practice.
In conclusion, this article covers two major challenges professionals in content marketing will be seeking an answer to in 2020.
About the Author – Naman Malan is a digital marketer and professional blogger with four years of experience in the field. He currently works at DelhiCourses, an institute known for its digital marketing course in Delhi.