In a recent blog post, we explored how modern day marketers are evolving their strategies to adopt a more consumer-centric attitude. More and more companies are recognising the need to transition from an “always be selling” mindset to one that focuses on having a story to tell.

In an age where an endless amount of choice is at your fingertips, information is what drives sales. For the past few years, content marketing has been hailed as the future of the industry, and by now most marketers have accepted and embraced the burgeoning tool. But as with any (relatively) fledgling discipline, brands are bound to have some missteps along the way. Even the most agile of companies can trip over themselves from time to time, so it’s high time we explore some of the most common challenges content marketers face today.

1. Throw it Out and See if it Sticks

If your brand’s plan for content marketing is “produce content,” then you don’t really have a plan. Launching new content with no clear direction is a ready-fire-aim approach and there’s a good chance you won’t be providing your readers with anything of value. Yes, your brand’s content marketing goals will likely change over time, but before you set out, you should be able to at least answer the following questions:

– Who is my audience and what are their questions? How can I provide valuable leadership with my own content?

– What are my brand’s short term goals for content marketing? Long term?

– What types of content are my competitors producing and what can I learn from them?


2. Content is not Shareable

You want your content to reach as many eyes as possible, but unfortunately no one is going to share if it’s too difficult for them. Every piece of content should have clear, well-placed buttons that allow your readers to share your content with members of their own communities and close circles. To maximise your share-ability, try to include the big three: Facebook, Twitter and LinkedIn.


3. Content Doesn’t Encourage Deeper Engagement

The whole point of content marketing is to connect with your existing and potential customers while establishing yourself as a reliable resource. Encouraging your readers to connect can help form dynamic, long-lasting relationships and brand advocacy. Stimulate engagement by:

– Asking viewers to comment or ask questions

– Offer suggestions for related material


4. Results are not Being Measured

In the beginning, the process of developing good content will be a bit of a matter trial and error. Unfortunately, not all content is created equal, and more importantly, not all content will work for every type of brand. Experiment a little at first but once you’ve got a good base, pay attention to what is working and what isn’t. With each post, your company should be able to measure:

– What is getting the most clicks

– How prospects are finding your content

– How long are prospects staying on your site and looking at additional content


5. No Call to Action

While the primary goal of content marketing is to drive brand awareness by providing existing and potential customers with useful, easy to understand information, it doesn’t mean that we have to avoid salesmanship entirely. Linking your content to a product or service can very beneficial:

– Offers a solution to a customer’s needs or questions

– Establishes your brand’s expertise

– Removes an unnecessary step in the purchase cycle

– Eliminates the need for your readers to look elsewhere for a product or service you offer


Content marketing strategies are unique for each and every brand. If you haven’t gotten started yet, or aren’t sure how to measure whether or not your current strategy is working to the best of its ability, flick our Digital Manager an email. She’ll get your content where it needs to be.

Veronica Nobbs:


About Veronica:

Veronica has packed years of experience into her youthful career. A NZ digital innovator, she held the role of Digital Analyst for Jason’s Travel before launching her own last-minute hotel stay app. Veronica is Google Adwords Certified and is a specialist in CRO, SEO and SEM and can call on her analytical and marketing skills at warp speed.