Are you fed up with content marketing?
You're not alone.
Content marketing can be really frustrating, and for good reason! It's not an easy nut to crack. The fact that startups and entrepreneurs treat it like a silver bullet makes the issue all the more difficult.
To be clear, I'm for content marketing. Huge fan. Major props.
But I also understand that some entrepreneurs hate it. I get that. The struggle is real.
So, I want to face some of those challenges head-on. I'll level with you. My goal is to help you not hate content marketing as much. Because I'm convinced that it is still the most powerful method of online marketing in our arsenal.
Here's why you might hate content marketing, and what to do about it.
1. It takes too much time. You don't have time for it.
Time is the single most precious resource of any entrepreneur I know. Not having time for content marketing is definitely an acute concern.
I won't deny that this is a problem. Content marketing does take time -- a lot of it. If you want to do content marketing right, then it will probably take more time than you expect.
The ideal length of a successful article clocks in at around 1,600 words. Unfortunately, only 25% of content marketers are creating articles of that magnitude.
The average 1,500-word post can take anywhere from four days to two hours. Churning out more than one of those a week (let alone a day!) is a task that seems insurmountable.
So how do you overcome this problem?
- Realize that content marketing is worth your time. Take the example of Buffer. 100% of their customer acquisition as a startup came from their content.
- Create content faster. Having the correct writing system and hacks can vastly improve your productive output.
2. It's too expensive. We can't afford this.
Another great point. Content is expensive. If you've hired out the task of content marketing, you may discover that content creators are demanding top dollar for their services.
Many top-notch writers demand $500-$1000 for a single article. Retaining content creators as employees may require a salary of $75k-100k.
Expensive? Definitely
Unless you do it yourself, it's hard to reduce the cost of high-quality content. It becomes a question of "Can you afford not to?" If content marketing is such a successful marketing method -- and I argue that it is -- then it's worth the price.
To retain great talent for creating content, you can always offer stock and ownership in lieu of a higher salary.
3. It's hard to keep up with the constantly-changing trends in content marketing.
Like any digital marketing niche, content marketing is in constant flux. There seems to be a continual stream of SEO advice, algorithm changes and new research along with the need for visual content that floods the market.
How can you keep up with it, without losing your soul?
Most of what you need to know, you already do know: Create content. Done. End of story.
As long as you're clear on the purpose and intent of your content marketing efforts, the rest of it will come naturally. I don't mean this to suggest that you be careless or intentionally ignore industry best practice.
What I've learned, however, is that if you focus on your customer, give them the best content possible, and do a darn good job of it, then success will happen. As it turns out, you're not just complying with the best practices of the industry leaders. You're actually shaping those best practices!
4. There's already too much content out there.
Many content marketers have observed that we have reached a saturation point in content marketing. There's so much content. Creating more content is simply to contribute to the "content shock" that we've reached.
I recognize the challenge of content shock, but I do not see an end to the need for great content. Obviously, there's no value in producing cheap content. But there is continued value in reaching your audience with relevant, high-quality, and informative content.
By reaching deep, leveraging creativity, partnering with big brands, and pioneering new trends, you can rise above the mass of mediocre content, and define yourself with trendsetting thought-leadership.
5. We're in a boring industry. Nobody would read our content.
This is a misconception. I argue that there's no such thing as a boring industry.
Is there such a thing as boring content? Yes. But a boring industry is a misnomer.
If your industry is attractive enough to have customers, then it is a prime candidate for content marketing. Why? Because the people who are your customers are searching online.
If they are searching online, then they will find your content, engage with it and convert on it.
Sometimes the best candidates for content marketing are the "boring industries." In a boring industry, you have the opportunity to dominate the valuable longtail keywords and saturate the niche with your content.
It's an ideal opportunity. But what about the boring part?
With a little skill and thoughtfulness, you can banish boring. Creating interesting content simply requires a few tips and a little practice.
Conclusion
What are your challenges with content marketing? Is there a way to overcome them?
If you're facing nothing but frustration at content marketing, I challenge you to at least try it. Give it three months, experience the benefits, and pivot to make the necessary changes.
What things frustrate you about content marketing?