Content Marketing Today: Definition and Challenges

Content Marketing Today: Definition and Challenges


As traditional forms of marketing are becoming more and more ineffective with time, an intelligent and forthright thinking marketer should be embracing new methods that are better and more efficient. Contentment marketing is basically a systematic marketing technique focused on distributing and creating relevant, valuable, and consistent content to retain and attract a clearly identified target group. Eventually, the practice ends up facilitating effective customer relations.

An important fact to always remember is that unlike other types of marketing where one is required to advertise and sell his or her products, content marketing dictates that you offer truly essential and useful content to your customers and other varying prospects to assist them in arriving at solutions to pressing issues.

Despite this content marketing in facing some degree of drawbacks. They include the following:

Ineffective Content

Ineffective Content

New research findings from the Institute of content marketing show that only an approximate number of three out of ten content marketers believe and trust that their content materials are appropriate and essential. Hence, such a fact begs the question-why?

According to presenters, the biggest problem is the inability to comprehend the content as a product separate from a company’s commodity and services. A good number of marketers take content marketing to resemble a campaign setting. Professionals in the field of marketing recommend approaching the practice as a dedicated act aimed at establishing a content strategy. However, most marketers spend little time on deciding on a plan and end up creating short and frenzied content. The resulting factor is disappointment and failure. Therefore, more content does not necessarily mean improvement in the subject matter of discussion.

Building quality requires marketers to observe and adhere to quarterly results. It needs commitment and dedication, understanding long-term goals, and staff buy-ins. In a nutshell, the greatest challenge facing marketers to date is transitioning from a mentality that is campaign-based to a longer editorial perspective.

Solution: Create a movie producer mentality.

On the road to creating captivating and compelling content material, the first step is to show your apparent commitment. Refrain from the flat-lining subject material, and remember that as a business, you must look beyond the campaign created and concentrate on the mission behind the content.

In the case of a movie producer, he or she creates a content brand and not branded material. Therefore, having already established a commitment, brands then need:

  1. An editorial vision and mission statement
  2. An editorial calendar
  3. A marketing strategy based on content

Unengaging Content

Most content marketing begins with statements such as “we need a blog”. Such campaigns bear minimal to no result, and as such, it is necessary to learn a few facts. First is that engaging content is not something that requires being checked off from a list of possibilities. It is also not an afterthought to be realized, but the engaging material is always set to put the story as the primary objective.

According to Content Marketing based in Sydney, a good number of marketers regularly struggle with this idea and concept. They establish their blogs, begin posting articles, and then observe the number of likes or shares resulting from their blog posts. In most cases, there is a new post every week regardless of whether someone will read it or not.

Such techniques do not work or serve their intended purpose. Here, it is the story that interests the reader. Therefore, to come up with a captivating subject material, marketers must shift from their ideas and become storytellers, journalists, and educators. There should be a narrative behind or around the actual message being passed to the reader.

Put the story first

Solution: Put the story first

Instead of filling all available channels with content, brands should concentrate on coming up with high-quality, and eye-catching stories. To most, this may appear as a straightforward and natural conclusion. However, implementation can be quite challenging.

Content That Doesn’t Convert

Arguably, the greatest challenge is estimating how and if your subject matter delivers returns on investment. Difficulty emerges from a wide variety of reasons. First is the required time. The overall time needed to obtain a business result from content marketing is fifteen months. Looking at website traffic, it takes an additional average of six months before content goes through Google.

The second hindrance is metrics as many marketers confuse page impressions. Likes from Facebook and Twitter are not the same as sales. Such avenues provide marketers with a broader social media presence and increased website traffic. However, you may find little to no business results. Following such page impressions may hence, not lead to the growth of brands or market companies.

Solution: Target more improved audiences

The most appropriate way to beat this problem is crafting and investing in loyalty. In other words, establish your audience base and move on from there. Brands must in this sense lower their target reach. Andrew Davis advises that marketers should stop trying to meet everyone’s needs and focus on the people who require their services.


Marketers need to move on from traditional marketing strategies and embrace the new measures put in place. Content marketing, in this case, requires brands to change their mentality and viewpoint. Hence, marketers should no longer concentrate on regular and irregular posts but focus on an enriching and captivating subject matter. It does not matter how much you put into writing. What determines the success of your blog is the quality and commitment put in place while coming up with the much-needed content.