Content marketing is more important now than it’s ever been, with many marketers beginning to understand that effective content is essential to any long-term marketing strategy. However, that doesn’t stop people from complaining about the daily challenges of creating content. Here are the most common difficulties.

Creating Consistently Engaging Content

Writer’s block is real. Figuring out what to write is one thing but making sure that the topic is engaging to your audience is the most important component. Content marketers must work continuously to put out interesting and relevant material that reader enjoy, but ideas can eventually run out.

There are a variety of ways that you can make your content more impactful, even if the topic isn’t your most creative. Working on your writing style and tone of voice will result in content that keeps the reader’s attention and instills in their mind your distinctive and unique tone.

Adding diverse content such as infographics, videos, images, and other graphics will also keep the reader engaged and willing to keep reading your content even if they may not have found the topic all that interesting at first.

Finally, if you are at a loss for what to write about, look at customer reviews and experiences and write stories specific to that. You may find that many of your customers are willing to talk about their problems before they have engaged with your company and how your business found a solution. This is a great way to put out relevant content by using the most recent customer experiences or problems with which customers come to your business to find solutions time and time again.

Measuring the Effectiveness of Content

So you’re consistently putting out content but how do you measure it’s effect on your business? What do you measure? Well, it depends on your business and business goals. If your goal is to gain more user engagement on your business’s Facebook, for example, follower count, likes, and comments would be three important measures to keep track of. General metrics that content marketers should monitor include traffic, SEO rank, user time spent on your site, customer feedback, and conversions.

Competition

Because the effectiveness of content has become more understood across the board, a content marketer these days is up against some stiff competition. Audiences do not have infinite attention spans, so you must be able distinguish your content in a way that grabs that attention before someone else does. This can seem daunting but think of it as a great motivator to put out the best,
most engaging content you can.

You should be continuously practicing your writing, developing your authentic voice, and thinking of new and interesting ideas to share with your audience. Writing takes an incredible amount of creativity if you want to truly understand your audience and stay relevant. It takes hard work, and you won’t hit the mark every time, but with dedication, you’ve got an opportunity to really prove yourself to your audience.