The three hurdles that brands must conquer in content marketing

Content marketing has become a tool upward in brand strategy. Their leaders are seeing as a kind of last great hope, almost magical solver of all problems, once things that were used so far have left more or less work. Traditional tools have lost traction and have begun to be increasingly less relevant to consumers, so brands looking for new ways to connect with them. And one of those ways is new content marketing.

But even though the marks are convinced that content marketing can solve many problems, things are not so simple when it comes to adoption of the same concerns and what plays to introduce the strategy company. Content marketing will struggle to find their position and marketers will have to solve certain problems that hinder their settlement. In fact, as reported in The Drum, there are three key issues that work as the three major obstacles that brands must solve before we talk about content marketing.

The content strategy must be in line with the business strategy

One of the points that can be more complicated and complexes as far as content creation and their use for the purposes of the company are to make the contents are actually useful. Why does this happen? Input, start producing content is a completely change the rules and what is being done. Until then, the marks were betting on a marketing strategy that paid to bring up things. With content the focus of what is done and what is achieved
 completely changes: brands need to get change its strategy and philosophy.

The contents must fit your needs, but the company must also learn to operate at other levels. It has to be able to create content that connect with the audience and that can be capitalized by the brand. Your marketing strategy starts playing in completely different leagues and has to start learning other rules and other ways of operating.

No need to think about the immediate results

Or what is the same: content marketing works long term. This is such a structural change as above and one that is not often easy for brands to understand, accustomed as they are to the preceding practices and the way in which their previous efforts worked. So far, the efforts of the marks were ‘for ya’ and campaigns had an immediate effect. In the case of content marketing, things change completely and what is done can now have an effect in a long time.

This can be a complication for brands, as they have to completely change how they see things. Given that brands are increasingly reducing budgets and have often pressure from shareholders and executives who want to see
 immediate results, content marketing requires reeducate the different actors of the firm to make them understand that things will go much more slowly and that the results will be collected after that what is being done at the
 moment is to start creating an audience with a different relationship will be maintained.

Find a way to demonstrate the effectiveness of content marketing

The truth is that this point is found in virtually all new formats that companies have to face in marketing. It is one of the appellants, for example, when talking specifically social networks: brands and their makers face the serious problem that they are not able to find an indisputable way to measure results and demonstrate the efficiency of what are they doing. The same is true in content marketing, where also the complication that works in parallel with traditional marketing is added and, therefore, it is difficult to draw the boundary between what has been won thanks to one and what has been achieved thanks to other.