Content marketing is so much more than just producing content and publishing material online. It’s about attracting visitors, transforming opinions, convincing people, and engaging them to click on your offer.

It shouldn’t come as a surprise that you could encounter a lot of challenges as you try to achieve these goals. In my years in this industry, I frequently come across the following three:

1. Inability to identify customers across all possible touch points

Content marketing is about reaching out to your visitors at key points during the entire conversion process. There are multiple points to consider—the moment they see your ad, the point they first arrive on your landing page, the time they click on your offer are just some examples. There are also opportunities to reconnect with them via email or on social media. Due to the many existing touch points, it’s hard to identify where these areas are and leverage on them.

Address this by mapping out a customer journey. Put yourself in your ideal customer’s shoes and take all possible customer touch points into account. While it may seem tedious and time-consuming, it’s a great way to figure out how you can improve these touch points and optimize the potential for conversion.

2. Difficulty recognizing and keeping pace with your visitor’s movements

Customers move rapidly across multiple digital platforms. When they do, they drop subtle signals that highlight their interest in your product or service. For example, they may click on specific ads that indicate their intent to sign up or make a purchase. They may do specific searches using specific search terms.

Without a good way to track these signals, content marketers lose out on the opportunity to reach out to customers and offer the right incentive to spur conversion.

3. Not having an integrated content strategy

According to statistics, 42% of companies are spending more on content marketing. While this is great, it also makes it all the more difficult when companies are increasing their marketing efforts while unsure what to do with all of it.

Without a system, you’re unable to maximize the material you’re producing and the effort that you’re putting behind it.

To solve this—make sure you get your entire team on the same page and create a content plan anchored on a shared objective. It’s so easy to get bogged down by the day to day tedium of running a business that you overlook what is required for content marketing. Once everyone is on board, create a simple checklist to ensure you haven’t forgotten anything. It seems like a very simple solution but trust me, it works.

Did I miss anything? Is there a particular challenge that you’ve encountered yourself that you’d like discussed? Feel free to tell us about it and start a discussion by leaving a message below. If you want a more concrete approach on how to handle these common content marketing challenges, you can always reach out to me directly and we can look into how I can help.