In this day and age, content marketing is used everywhere. Whether it’s to increase brand awareness or generate engagement, content marketing has been a key factor in the success of marketing strategies and the achievement of various objectives. It’s no secret why—-content marketing is largely utilized within the digital landscape. And as you may have guessed, most consumers frequent the digital space at a rising rate. In fact, according to Pew Research, 26% of adults in the United States are constantly online on a regular basis.
Taking advantage of content marketing is an intelligent tactic for marketers to implement into their brand marketing strategy. Unfortunately (or perhaps fortunately for opportunists), there are various challenges to a brand’s strategy that can make it difficult to reach target consumers in today’s landscape.
That’s where content marketing comes to the rescue.
Through effective content marketing, marketers can overcome any challenges their brand strategies may face over time. In this blog, I’ll explore 3 common brand strategy challenges and how content marketing can conquer them.
Brand strategy challenge #1: Digital-savvy customers
Did you know that 4.66 billion people around the world have access to the Internet? The Internet is packed with countless sources of information, and with just a few clicks, consumers are able to read and review such sources. Gone are the days of hard selling and aggressive marketing tactics. Consumers in today’s world are completely aware of marketing tactics, including how it works on them. Being more knowledgeable has also caused more consumers to be more demanding about the products they purchase.
How to overcome this challenge: Content marketing relies on reaching target consumers and engaging them with content they want to see. Therefore, a smart marketer can generate a content strategy that entertains their target audience, informs them about their products, and strengthen the overall community.
Brand strategy challenge #2: Increasing competition
Whether it’s struggling to generate demand for product consumption or changes on the supply side, chances are you’ll likely face competition. On the demand side, product consumption may have stalled as a result of the maturity and decline of a product’s life cycle. On the supply side, newer competitors may emerge due to lower-priced brands or newer brand extensions.
How to overcome this challenge: One way to overcome increasing competition via content marketing is to continue adding value to the brand’s products and services. This could be supported through a content’s copy and overall content strategy. Through an effective strategic approach to content, consumers can continue feeling engaged and entertained.
Brand strategy challenge #3: Transformation of digital media
Did you know that 84% of consumers are on social media? Along with this number, 82% of consumers also use a video streaming service while 78% use a paid streaming service, according to Deloitte Insights. To say media has transformed in the last couple of years is an understatement. With each passing year, newer forms of streaming services, updates to social media platforms, and other features are consistently updated. This can make it difficult to build strong two-way communication with target consumers.
How to overcome this challenge: Combined with effective data analysis, marketers can guide their content creation decisions so that they reach the right consumers and generate conversions. There should also be a focus on building strong social media posts and creating two-way communication with consumers.
Content marketing is a powerful tool for marketers to use. With the ever-changing marketing world, content marketing can help you overcome challenges in your brand strategy. Although generating effective content is a lot easier said than done, it’s still a great way to fuel your marketing efforts, especially when it comes to branding.