Consumers are getting smarter. A catchy tagline or a well-made advertisement studded with celebrities doesn’t help in selling products as well as it did before. People want to know more about a product and the brand that’s selling it before they buy. And that, probably, I feel is the reason for the growth of content marketing in India, and the world in general, too. But as the practice and efficacy of content marketing continue to grow,  content marketers do face certain challenges, in addition to the perpetual challenge of creating content that is not as pushy as an ad, yet not as dry as Facebook’s privacy policy. Read on to know what those challenges are and how to go about addressing them.

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Managing expectations

Marketing, ultimately, is all about getting more leads, customers, and— eventually— loyal, long-term patrons. Business owners, when they invest in any marketing endeavor, expect to see results fast. Since content marketing generally is a long-term, ongoing process, it can be hard to convince investors of the value of content marketing and the continued investment in it. Educating stakeholders on the benefits and indispensability of content marketing, while also making them aware that content marketing doesn’t always make it rain immediately, is a good starting point towards managing expectations.

To manage everyone’s expectations, you need to analyze how your content is performing!

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Understanding customers

Understanding customers and creating customer personas that accurately represent the largest section of your target audience is vital for producing effective content. And often, it can be equally challenging. Content marketers may often find it hard to see problems from a customer’s perspective, and consequently, struggle with creating compelling content. Being aware of the curse of knowledge and performing thorough research, surveys, and interviews with the target demographic can help in creating the perfect customer personas.

Creating fresh and unique content

Content marketers and creators are, after all, human and cannot always create outstanding content consistently. And especially within the constraints of making it relevant, readable, and factual. To overcome this, content marketing must find different, exciting ways of expressing the same, boring things. To get better at this, in addition to being good content writers or creators, content marketers should also be good readers. This will help them discover new perspectives and fresh ways of expression.

In addition to these challenges, content marketers also face heavy competition from other content marketers, which can be overcome by maintaining consistency in the quality of the content they create. Unless they work for a professional agency that specializes in content marketing in India, content marketers may have a hard time overcoming all the above challenges and delivering quality content regularly. Thus it is advisable that to have an effective content marketing campaign, businesses should either have an in-house team of content specialists or, as an easier option, hire a content marketing agency.