The Biggest Challenge in Content Marketing
If you missed the posts, some of my favorites include an overview of the technology that excites the speakers, their 12 Content Marketing Predictions For 2010, and my favorite one is where Content Marketers Reveal Their Toughest Challenges. In these posts, Michele Linn (@michelelinn) has done a great job pulling together some of the greatest minds in Content Marketing and getting their thoughts down in one place.
Now, there is one big question that these posts discuss that I’d like to emphasize. And it centers on the question: “what is greatest challenge in content marketing?”
For me the answer is simple and applies to marketing and across the entire businesses: the greatest challenge in content marketing is having and maintaining a customer mindset…
If you go to most company websites or read their marketing content, you’ll notice that they do an excellent job of telling you all about the company and telling you all about their products. But they don’t answer the biggest questions their customers might have. In other words, they make the biggest marketing mistake and make it all about themselves and not about the customer.
In the Content Marketing predictions post, C.C. Chapman (@cc_chapman) predicts companies will become better at this when he begs to see “more brands interacting in real time with their customers.”
Barbra Gago (@BarbraGago) also suggests marketers stop trying to “re-invent the wheel with every piece of content” and should instead focus on helping prospective buyers find “the right information–the content that is going to help them move through their purchase process.”
In the Content Marketing Institute challenges article, Alison Bolen (@alisonbolen) explains that the greatest challenge in content marketing is “understanding your customers well enough to develop content that is useful and relevant for them.”
And Marcus Sheridan (@TheSalesLion) gets to this same point when he asks content marketers to “write and communicate in a way that is completely and utterly on the level of their audience, not the level of the industry professional.”
So how do we help address this challenge?
I also answered one of the biggest marketing challenges for small businesses, How To Create Killer Content: Speak To A Customer where I tell very simply how you can use your customer stories to tell your story. But most importantly, to tell it using their words and by showing how you are solving real customer problems.
Now, if you are looking for more practical and process-driven guidance, Michele Linn has also pulled together these 10 Must-Have Templates for Content Marketers. These are great in helping content marketers “get it done” and these will be very useful once you tackle the biggest challenge for content marketing: selling the business case and showing senior leaders that the biggest challenge we face is in having a customer mindset.
What do you think? How can we help our companies see the bigger picture and maintain the customer mindset?
Photo is “The Hole” by caese