Using Technology to Overcome 3 Top Content Challenges
by Reena Leone
While a top priority for most enterprises today, content strategy comes with many challenges. How much content should you be producing; are you over-saturating your audience with too much content, or are you leaving them hanging with too little content? How do you create content that your audience wants to read, watch, or see? And how do you keep up with the audience demand for fresh, completely personalized content, delivered to them at the exact moment they need it?
Luckily, there is a whole world of marketing technology designed to deal with these common content strategy challenges.
Selecting, implementing, and using the right content tools can greatly help businesses face and overcome their content challenges. These solutions can streamline processes, provide information to efficiently make better content decisions, and free up time spent organizing and searching for content that could be used to actually create content. Let’s break it down by three of the most common content challenges facing businesses today.
Challenge #1: Creating Enough Content
Despite the importance of content, content teams are usually small and budgets are tight. The best writers can only crank out so many articles, blogs, and papers. Even if your organization is full of content creators, there is likely a core team, most likely within marketing or public relations, that handles the distribution and editorial oversight of all content. This team needs to be able to scale in order to continue to provide content, hit deadlines, and engage audiences.
How Technology Can Help: Enabling the Reuse of Existing Content
With content creators working fast and furiously, it’s hard to always be aware of existing content. Content creation is often siloed across different authors, teams, departments or even third-parties, which means that the widespread availability of content within your network can easily be unknown to you. Technology can help. One solution is to implement a content repository within your organization. Whether your organization uses a centralized or decentralized content model, a content repository would ultimately give everyone within your network access to the most relevant, up-to-date, available content across a diverse network of sites and channels. This solution streamlines the content creation process, makes it easier to find existing content, and reduces the time and costs associated with needlessly re-creating content.
Challenge #2: Maximizing Your Content Efforts / Time Spent on Content
So now that all of your organization’s content is located in one place, you need to be able to find that content. Combing through articles and blog posts and papers and product descriptions takes up too much valuable time. That time spent searching could be spent creating.
How Technology Can Help: Search Functionality
Having the capability to search for content saved in a content repository is essential to leveraging that repository to its full potential. How else can you have full visibility into what content is available? Some tools offer basic search functionality. Some tools are a bit more advanced. Some tools offer the capability to save previously searched terms, so that you can expedite your content search process. Others allow you to set up feeds and updates that automatically import the content you need. Imagine what you could do with the time you save.
Challenge #3: Creating the Right Content for Your Audience
According to Hubspot, in 2015, 54% of B2B marketers and 50% of B2C marketers cited “producing engaging content” as their top content challenge. It’s no secret content that is relevant, accurate, and provides your audience with the exact information they want is the most likely to have the highest engagement. However, no business can be everything to everyone; to try is almost certain doom. So how do you provide engaging content to a variety of different audiences? New customers want to feel welcomed, while existing customers want to feel remembered and understood. New business prospects might want case studies and information on your successful projects, whereas existing clients, who have a deeper understanding of your business, might want to see your new products or ventures. You need to be able to provide each of your audience segments with what they need. But how?
How Technology Can Help: Collecting and Analyzing Customer Data
There is no way you can provide personalized content unless you know who you’re talking to. Luckily, there are several different personalization options that collect user data from both known and anonymous users. This data can then be used to divide your audience into segments based on location, purchase history, etc. Once you know who your audience is, you can determine what content they want, and how best to deliver it.
Marketing tools and technologies vary widely in functionality, purpose, and price, but with so many options available, it’s not hard to piece together the right tech stack to fit your needs. Let technology take the burden off of the content author, and let them do what they were hired to do - create the best possible content and deliver an engaging digital experience.