As if startups don’t have it hard enough,they also have to deal with serious challenges when engaging in content marketing. Fortunately, there are workarounds to these problems.
Challenge: Not having a plan
According to eConsultancy and Outbrain, 54 percent of businesses don’t have an on-site, dedicated content creator. That means there isn’t somebody on staff who can come up with a marketing plan, create an editorial calendar and execute content.
If hiring a full-time staffer isn’t possible, bring in a consultant. Make sure this person not only scopes out a content marketing plan, but looks to your overall goals. Your marketing plan and content marketing plan should not be two separate items created in silos. You must integrate them.
Additionally, don’t make the mistake of simply allowing this hire to take on the load without some of your involvement. If you find yourself typically floundering and unsure how to create a plan, have this consultant explain the process to you, step by step. Good timeline and project management are key to content marketing, and learning what the work entails will help you control how your brand is presented.
Too many businesses think that content marketing will be a silver bullet. They expect that putting a “Blog” tab on their website will magically pull in an audience. One great article isn’t going to put your startup on the top of a Google search. Successful blog posts take time. There are no real tricks to get you noticed right away.
So how can you create realistic expectations and avoid Internet heartache? As with most everything else you do in business, set smaller, short-term goals. Have a budget for what will be written. For example, don’t spend thousands of dollars on a handful of expert posts. Instead, get a few dozen well-written and high-quality blog posts on the site. Take the time to look at your analytics. Where are the numbers? What is successful? Be relevant and create per audience demands.
Set other goals that seem achievable for followers and/or email subscribers. Remember that it often takes time to build this base. When you find that you are meeting or exceeding your goals, raise the bar. Be patient, deliver the best quality content you can and results will happen.
Startups typically have a lot of things on their plates. Content marketing is often something that companies push to the back burner when everything from staffing to payroll becomes top of mind. Here’s one thing to keep in mind when it comes to content marketing: it takes time.
Content marketing is not a Super Bowl ad. It’s not a 36-hour sale. Content marketing is about building relationships, and relationships take time.
A good relationship is worth beginning now. Don’t expect people to jump to you later, when you want them. Plant the seed now, nurture it and give it time to grow. Dedicate at least one person to content marketing. Prioritize online content and establish your voice. Become the expert your audience is seeking. In a highly competitive market, distinguishing yourself with solid content marketing earns customer loyalty. Consistently delivering content builds relationships, gets visitors to return and converts them to customers. Starting now, instead of down the line, can mean everything to your bottom line.
Challenge: Not having the staff
Startups are inherently short on the resources they need. In fact, this includes the human resources to get necessary tasks done. Once you understand that content is a priority, the challenge lies in getting the right people to crank out the right content.
With content marketing, it’s important to have consistent and high-quality information. You don’t want to simply post something just so you can say you are adding blog posts to the website. Essentially, quality content needs to be focused and well-written.
While hiring freelance writers is an option to get this task done, finding the right freelancers can be labor-intensive. It also includes searching for writers and then monitoring their work. One way to get the best return on your investment is to bring on an expert team via a content provider. Content providers like Tempesta Media vet writers to ensure the timeliness and accuracy of the information you need to best promote your brand. Additionally, content providers identify keywords and focus on SEO-optimized content, ensuring that your new quality content can be found.
When seeking out a content provider, take some time to first understand your content needs so you know what to request. Work with the provider to make sure your style and personality match theirs. Ask about timelines, milestones and metrics so you can measure success. Ultimately, if you pick the right provider, you will see definitive results.
Tempesta Media is an outsourced content marketing provider that will optimize and empower your marketing strategy. Contact us to learn more.