It’s no secret that consumer behaviour has shifted enormously during the COVID-19 pandemic. Some of those changes, such as ecommerce adoption, are widely expected to be here to stay. And while many have created a wealth of opportunities for marketers, they also bring with them their own set of challenges.
According to SEMRush’s latest content marketing survey, three key content challenges are currently front and centre for marketers. Interestingly, each challenge correlates to a different stage of the sales funnel.
Challenge #1: Quality of traffic
The shift to ecommerce has meant that the competition for eyeballs is tougher than ever, as more brands try to grab a piece of the pie and entice shoppers to their domains. The problem faced by many marketers is how to stand out above the noise and attract more of the right kinds of traffic to the site.
This is a problem that many marketers are grappling with right now. That additional pressure means creating the right kind of content becomes more important than ever.
To face this hurdle head on:
- Return to your customer personas and your understanding of the customer journey. What kind of questions or problems is your buyer facing at this early stage?
- Take time to study user intent and reflect those needs and expectations in your content and content formats.
- Consider whether you need different types of content for different channels or social networks to better engage with each audience persona.
- Look at what competitors are doing; this can be a source of intel for your keyword strategy and provide inspiration for content.
- Ask yourself if you can expand your content formats to include more of the traditional content expected at the awareness stage. HubSpot suggests tool kits, webinars and videos alongside ebooks, white papers, check lists, social media and blog posts.
Challenge #2: Engagement
Almost half of marketers say that they struggle to create content that is compelling and engaging. This is a danger point because it typically comes at the middle of the funnel and it’s here that consumers can fall out and head off to seek more rewarding experiences or a better standard of information that serves their needs elsewhere.
To overcome this hurdle:
- Don’t think about content simply as words on a page. Consider the whole ecosystem, including image, video and audio to create a more immersive experience.
- Step outside of your comfort zone with modern content formats that pull the visitor in, such as interactive quizzes, games, Lives, and webinars.
- Be helpful. Don’t shy away from sharing very useful information such as comparisons with competitors or case studies to help the reader envisage your service or products working for them.
Challenge #3: Conversions
After all of that time, effort and creative input, the very last thing any marketer wants is to see that their content is falling at the last hurdle and not leading visitors through to the final conversion. SEMRush’s survey found that as many as 51% of marketers are concerned that their content fails to convert, so if this sounds all too familiar, you certainly aren’t alone.
To overcome this hurdle:
- SEMRush suggests grouping all of your content together to analyse what works and what doesn’t. If you can track conversions or traffic spikes to a certain content format or theme, focusing more on developing content around those insights and less around things that aren’t working, should naturally increase your conversions.
- Keep in mind that one of the hardest tasks in marketing is enticing your lead over the line to log a conversion so your content at this stage of the funnel needs to be as good as you can make it. Part of that is making sure it’s closely aligned with all you know of your audience persona and the buyer journey.
- Craft strong calls to action, make content navigation easy and streamline the path to conversion.
- Have a robust reporting and measurement system in place which you can match back to clear goals and adjust your approach accordingly.
- Study your competitors. Compare their content ecosystem with your own to identify gaps which may have slipped through your own strategy.
Ultimately, crafting stellar content demands not just a healthy dose of creativity but also a willingness to experiment, data to inform decision making and a clear understanding of your audience persona and the user journey. If you’d like help putting all of these tips into practise to overcome your own content challenges, contact the Adrac team today.