challenges Tag

ClearVoice explores the biggest content marketing challenges in its new survey. The survey uses open-ended responses from 1,000 marketers to provide insights into challenges such as timing, quality and content creation, idea generation and distribution.

The simple question “What is your biggest challenge with content?” produced a variety of responses and identified the various elements of a successful marketing campaign, including reaching the appropriate audience and channels, as well as creating content that displays genuine passion and credibility.

1. Time is constantly on the mind

The survey highlights the word “time” as the most frequent single-word submission, highlighting the many ways that time can affect the marketing process. Time is where most of the difficulties inherently arise, although many of the responses highlighted specific instances that lead to feeling like there is not enough daylight.

Disorganization, an overabundance of objectives and poor collaboration can lead to a feeling of lack of time. Organization can help create more room for great ideas and content creation, with time and organization going hand in hand.

Marketer responses point to time significantly outweighing planning and management as a challenge, with examples of time-related challenges including calendar scheduling, review process management, engaging all stakeholders and collaboration with various departments.

2. Content production

Marketers see challenges when trying to come up with original ideas. Even when there is an original idea, it can be difficult to make that idea compelling to readers, which requires an idea that is not only original but also appealing to the target demographic. As a result, it’s no surprise that 27 percent of respondents consider producing creative content to be the biggest barrier to getting in touch with their creative side.

Marketers spend a lot of time trying to make their content feel genuine and, at the same time, clear and concise. Some brands have increased their engagement by intertwining original ideas with compelling storytelling, helping make abstract ideas more tangible to their audience. Airbnb achieves both innovation and storytelling in an immersive way, through Airbnb Community Stories, which they integrate across various platforms and marketing campaigns, such as the “Belong Anywhere” campaign.

Airbnb shows that they value the artistic and generous nature of their users, an excellent strategy for a business whose infrastructure is fueled by users providing homes and looking for places to stay.

3. Establish Credibility

Some 51 percent of marketers rate content quality as the biggest challenge in establishing credibility, more than twice as high as engagement. Naturally, quality content tends to attract, hence the difference from 51% to 23.6%.

Titan Alarm is an example of a brand that offers a good variety of quality content on its blog. Features a mix of how to publish, local guide posts and publications capitalizing on recent trends. Each post appears to be well-researched and is accompanied by helpful images that help readers more easily digest the information presented.

The feeling of being genuine is another challenge for content, which can be difficult for corporate entities to achieve. Still, various brands can achieve a very genuine feeling regarding their credibility, especially when they show their passion.

For example, Asana’s marketing does a great job of establishing genuine credibility. Their site lists partners like NASA, General Electric, and Airbnb that use their product, which immediately establishes credibility. For a sense of authenticity, their product tour uses a NASA space mission as a project example, reinforcing NASA’s collaboration and showing a passion for the uniqueness of each wearer.

For marketers who care about hitting their KPIs, six out of 10 say generating or converting leads is the biggest challenge. By establishing credibility and showing passion for their niche, marketers are better able to convert content into conversions and drive ROI.

4. Abundance of marketing channels

There is such an abundance of content channels that marketers rarely mention them by name in the survey. Google has one mention while Facebook has two mentions. Marketers seem more focused on social sharing in general rather than specifying channels individually. Additionally, challenges for traffic include content going viral, reaching audiences, and being visible on search and social media.

It is a common goal among marketers to produce viral content, which reaches millions of views and generates a wide conversation. Mercedes-Benz achieves viral success with its #MBPhotoPass campaign, which began in 2014. The company provides social media influencers with the keys to a Benz, helping them tell a story using the vehicle. In recent years, they used YouTube’s 360-degree video technology, shown in this video with Instagram’s famous dog Loki. The campaign generated 173 million impressions and 2.3 million likes/comments.

ClearVoice’s survey finds that timing, content and content quality, content scale, idea generation, talent, distribution, and strategy are the biggest challenges for content marketing, in order of mentions, time being the one with the most mentions. The marketers’ response was their “biggest challenge,” not their only challenge.

Marketers and brands continue to overcome these challenges, as the examples above show, but marketers struggle with time management, content production, and establishing credibility across a variety of media. channels.

The formula used by many companies when developing their digital marketing strategy is almost always the same: in addition to having an informative website or an e-commerce, profiles are created on social networks, then they create pull ads to build brand awareness, or prospecting to drive traffic to the website and generate purchases.

Of course, considering social networks as part of a company’s digital positioning strategy, along with advertisements, is a good thing, as long as they are not the only channel through which we develop a strategy.

Although generally, as users, we spend most of our time on our social networks, and we move from Facebook to Instagram and from Instagram to Twitter, the reality is that when we have doubts about something specific , we usually go to “San Google” to search for that.

So why not develop a strategy that, in addition to providing valuable content for your potential client, helps improve your web positioning?

This was the beginning of the conference in which Edgar Higuerey (Account Executive) and his servant Lupita Pérez, participated representing Rock Content in the National Congress of Marketing, Entrepreneurship and Digital Commerce, in Mexico, organized by the CEA Council , which is an ally of universities to promote student training through educational events.

Today I can say that after my 5 years of experience in digital marketing, I have noticed that a high priority is given to the creation of content for social networks and the constant generation of ads, but many companies forget to create a web positioning strategy. , so that it can be found by customers via Google.

How the Facebook outage affected businesses in Mexico

Less than a year ago (October 4, 2021), the infamous “Facebook Blackout” happened. According to data from some media, social networks such as: Instagram, Facebook and Whatsapp were stopped for more than 5 hours.

Despite the fact that many users have gone to other social networks to continue interacting; this has had an impact for businesses. According to data from cybersecurity platform NetBlocks, the global crash caused Mexico to lose 265 million pesos.

In this way we can say that during these more than 5 hours, many Mexican companies lost sales, visibility, potential customers, or their customers became frustrated because they did not find a direct answer from a channel other than social.

A strategy outside of social media or ads

I have already talked enough about creating web positioning strategies. But what strategy do companies have to put in place to be found from other channels outside of social networks or advertisements?

To answer this question, we can consider a strategy such as Inbound Marketing, which consists of being able to help users solve their doubts or problems, so as to obtain authorization to communicate with the potential customer in a more direct way. , creating a more lasting relationship.

This means that instead of reaching potential customers through advertisements that might even be intrusive or only gain visibility through social networks, the idea is to attract them through content that customers are interested in, the same that will be focused on solving your main problems or doubts. In this case, Content Marketing is the best ally of this methodology.

Content Marketing and its incorporation in Mexico

According to the SEO Trends 2020 study developed by Rock Content in collaboration with Semrush, 35% of companies in Latin America have done nothing in terms of content marketing.

As we can see, this data is from 2020, while in the United States, according to the Content Marketing Institute, since 2014, 93% of companies in this country have already implemented content marketing strategies to make content branding.

On the other hand, the 91% of companies in Spainalso a Spanish-speaking country, since 2017 (3 years before Mexico), it was already using Content Marketing to generate business opportunities in 2017, according to research firm Hoyreka. This was reflected in its III Content Marketing Report of that year.

So why have most Mexican companies lagged in implementing this strategy?

This has a lot to do with the ability of Marketing teams, which give Digital Marketing little priority and continue to rely on traditional channels. On the other hand, there is little culture on the importance of digital marketing for generating sales or customers, and there is a great lack of knowledge in relation to the roles or areas that a marketing team should have. .

The good news is that there are many companies who, realizing that they do not have the sufficient team to develop these strategies, choose to outsource the strategy to companies who dominate the subject and have a team trained to develop a content marketing strategy.

Case: Inbound and Content Marketing for Universities

In this specific case, Aliat Universities decided to develop a Content Marketing strategy; since such a strategy is the perfect “match” to educate the consumer instead of convincing him.

It was from 2018 that Aliat Universities and Rock Content began their alliance, in which they built an inbound and content strategy to achieve greater brand visibility and, above all, to help potential students solve their doubts about university courses and the diversity of subjects.

After 1 year, Aliat managed to position more than a thousand keywords, which led to 80% of visits to the blog organically, without investing a single peso in advertising, not even on social networks.

Currently, Aliat ranks 2nd in organic rankings for educational content above some of its major competitors.

What does it take for more Mexican businesses to implement content marketing?

This was one of the questions we were asked at the end of the conference. I can say that 3 things must be put into practice: knowledge, discipline and patience.

• Awareness in relation to the structure of Marketing teams. How many people are needed and who is responsible for carrying out each activity.

• rigor and patience. These two practices go hand in hand because since it is not a paid advertising strategy in which results can be obtained in less than 24 hours, the team must be patient enough to wait for results in the medium term, in order to that the keywords that use in their strategy are among the first results, in addition to that, be constant and disciplined to continue to publish and provide information to our potential audience.

For now, let’s continue sharing the knowledge and hopefully in a few years we can say that 90% of Mexican companies are implementing an entry and content strategy.

The corporate culture has been seriously damaged by the pandemic. This, because of its international character, a finger in the cheek and the numerous confinements have largely contributed to a questioning by employees of corporate culture and their attachment.

According to an OpinionWay/Microsoft France study, no less than 49% of employees have “less scruples about applying elsewhere”. Companies must therefore think about retention levers even yes 56% of the salaries questioned admit “being afraid to leave your company” car “44% consider they “like their work less”.

A hybrid work to integrate

Hybrid work has become the norm in many activities. If some companies are suitable, you will find that there is real capital between French companies and wagering companies. It must be said that there is a difference between the companies that have been able to show “volunteers in their transformation” in particular by supporting their employees in the implementation of hybrid work and those which have been drowned due to the impact of the upheavals . Most have not at all succeeded in recreating social ties between remote employees and it is necessary to verify the digital transformation in the difficult summer for a good part of them.

Be careful all the same because many ordering personnel tend to equate hybrid work and relocation. If you work remotely, even if you are partially interested, relocations are not on the agenda and are even more criticisms that advance the health crisis. This trend should also be reinforced by the Ukraine-Russia conflicts which have pushed globalization to its limits.

Work on the motivations to be carried out for the company

To anchor a good corporate culture, companies must no longer forget to take into account the source of the original motivations for joining the company. Of course, we are not talking about the level of remuneration, even if it remains an obvious decision-making driver. It should be noted that while 74% of respondents in the same study indicate that they joined the company because “of the proposed position and job security (CDI)”, 47% believe that the environment and the working environment are important. Moreover, 44% affirm that it is by taking into account their “image (reputation, development prospects, financial health, value, etc.)” that they are decided.

The employer brand a priority

The employer brand remains a priority to retain an employee, the remuneration is often not enough and the valuation on the labor market always having a significant impact (me when the employee does not wish to leave the company). To have a strong brand, no doubt according to the study, you will have to work as much on the working atmosphere (83%) as on the flexibility of location and working hours. More than that, it is clear that the history of salaries means that they are also highly sensitive to the values ​​of the company (social, political, environmental, etc.) with 85% of respondents who are sensitive to them. Beware of pretense, however, because in the age of all-out communication, values ​​must correspond to actions and sanctions can quickly be felt for those who claim to act but do the opposite.

Get off the beaten track in friendly encounters

If there is something that is called into question in business practices, it is meetings or even the phenomenon of meetingitis. If they don’t care about their salaries that they spend in videoconferences, they are heavily frequented once back in business. Obviously and, as you will have understood, there is no question of redoing the same meetings or of imposing poorly prepared remote meetings.
For that matter, confinement and barrier gestures have deprived good name of you collaborators of the joy of participating in events so much reprimand by bringing a little joy to your events. It must be said that it was common to drag your feet to get to the often gloomy pots reduced to three petit fours, even in events which nevertheless have charm on paper such as the galette des rois or the end of year. It’s time to recreate the team spirit through trips such as seminars to create a unity of teams, since it is necessary to provoke the sending of conversations in the family and friendly environment.

The history of crucial founding companies and mansions

In our interviews, it is common for us to first highlight the history and career of entrepreneurs because it inspires many creators. These are far from trivial for your collaborators so do not hesitate to communicate better on them. Do not ignore the difficulties encountered, the opportunities, the encounters, the obstacles, the pitfalls, the victories or even the crushing defeats! They bring hope and also indicate your ability to recognize your mistakes and learn from them. They also allow us to serve as a reference and to humanize your company. In the same way, you have sometimes neglected the presentation of your team visible from the outside. Do not hesitate in this context to put group photos on your website.