Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships (Que Biz-Tech) by Michael Brito

Author:Michael Brito [Brito, Michael]
Language: eng
Format: mobi, epub
Publisher: Pearson Education
Published: 2013-09-18T14:00:00+00:00

Figure 6.5 Fifty-two percent of B2C content marketers are challenged with lack of budget.

With the exception of budget issues, the top three challenges plaguing content marketers today have to do with the inability to produce enough content, engaging content, and a variety of content. What is surprising is that 31% of respondents are not integrating with other communications channels. This is a major concern. Lack of integration equals disjointed content, failed community management, and irrelevant storytelling. How can you tell a consistent brand story across a variety of channels if you aren’t communicating internally with other teams? Although these are more tactical challenges, they certainly stem from the same root cause mentioned previously—lack of trust and collaboration.

Though many of these top challenges are consistent with the other reports as well as the statements made by those I interviewed, the following study paints a somewhat different story.

The 2012 Content Marketing Survey Report by eConsultancy and Outbrain illustrates a few differences of opinion from both in-house marketers and agencies and what each believes to be the main barriers to effective content marketing. As illustrated in Figure 6.6, the two most commonly cited barriers for in-house respondents were a lack of human resources (42%), followed by a lack of budget (35%); whereas, agency respondents were more likely to cite a lack of understanding or training (46%) and a lack of content creation skills (39%) as areas that prevent effective content marketing. What’s interesting about this study is that the top three content marketing challenges have nothing to do with content marketing at all—lack of human resources, lack of budget, and company politics.

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