Content marketing has arrived, with investment in and adoption of content marketing continuing to increase. According to Zazzle's State of Content Marketing Survey, 79 percent of decision makers feel content marketing is either quite or very effective.
Despite content marketing's success, companies still face challenges in knowledge and staffing. Debbie Fletcher at Digitalist Magazine had this to say about the knowledge shortage:
... we can see that even though study respondents are clear about how effective content marketing is, they’re not as confident about showing how and why that is the case. Indeed, 62 percent of respondents said they were unsure of how to measure the ROI of content-led campaigns.
In addition, 3 in 5 respondents said staffing is their greatest challenge. Here are two ways marketing teams can help overcome this challenge.
First, hire top-notch content marketers to fill in your team's gaps. If your team lacks good writers, hire a journalist as your next content marketer. Post your job on websites like Journalism Jobs or Hold the Front Page so journalists can easily find it.
Another option is to help your existing team fill in your staffing gaps. Review your KPIs to make sure all team members are working to optimize content marketing goals, and to prevent your team from operating in silos. Having your SEO specialist work closely with your content marketer, for example, will benefit your overarching content strategy.
For more of Fletcher's advice on overcoming content marketing challenges, read the full article below.