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5 Most Common Content Marketing Obstacles

January 28, 2014 By: Ron Cates


Content Marketing As someone who owns or operates a nightclub or bar, you’re probably always pressed for time, wearing countless “hats” on any given day. So, while you know that sending a newsletter to your customers, and posting on Twitter and Facebook are great ways to help drive business, it’s easy to put off because coming up with content can be a challenge.

As a result, you may have established doubts about whether or not creating content is a worthwhile investment. Well, it is! Content is currency on the Internet. It’s what people consume, share, and it’s what can help get your business found.

So before you throw in the towel and give up on the idea of content marketing completely, here are some ways to overcome the five most comment obstacles.

1.       I’m a terrible writer!
I can’t create content because I am terrible at writing…” isn’t a sentiment any business owner needs to accept, especially if the reason has something to do with your proficiency as a writer. Creating great content is all about answering the questions of your audience. It’s why someone visits your website or checks out your content in the first place: to learn more about your business and see what you have to offer them.

So whether you’re writing about new menu items, upcoming events and promotions, or just sharing your expertise about your industry—you already have those answers. Now all you need is a strategy for turning those answers into great content for your readers.
 

2.      It’s impossible to plan out my content!
The first step to changing the way you think about content is changing the way in which you plan to create it. For many businesses, content creation is a last minute process. It’s something they know they need to do each month, but may be reluctant to pay much attention to until they’re getting ready to “send.”

Don’t wait until the last minute to come up with content ideas. Instead, develop an editorial calendar that makes sense for your business. While changes can (and will likely) occur, having a clear plan in place makes it much easier to start brainstorming content early and adjust to any roadblocks we may run into.

3.      I can’t spend time creating content!
While you may feel like there are not enough hours in the day to add creating content to the list, you actually have many great easy-to-use tools to help you. Take your smartphone for example. Your smartphone is essentially the modern day Swiss Army knife of content creation. Whether it’s snapping pictures, shooting videos, recording audio or taking notes—business owners have never had access to a more valuable resource for creating content. With the convenience of a mobile device, you can create engaging content without it disrupting your schedule or taking away from running your business.
 

4.      I’m not tech-savvy enough!
You don’t need to be tech-savvy to create great content. In fact, much of the work you’ll need to do when planning out your content can be done the old fashioned way—with a pen and paper.

Some businesses have found it useful to create a content template, which they print and fill out each month when planning their email marketing. This allows you to take the influence of technology out of your content planning and put it into a setting you may feel more comfortable with. And it can go a long way in making content creation a bigger part of your day-to-day schedule.

5. I don’t have the time!

I know, I know … this is all well and good but you just don’t have time to create all the stuff you need to keep up with running a business, scheduling emails, and engaging on social media. The beauty of content is that it’s flexible. If it’s something that informs and engages your audience on your website, it could serve the same purpose in an email or on Facebook. While you don’t want to just be sharing the same stuff each and every week, you can take steps to make your content work across all your marketing channels.

Use the channels of communication you have available to get your content in front of your target audience and don’t think you always need to start from scratch. Don’t be afraid to reuse, repurpose, or recycle content you’ve already created.

Face your content roadblocks. While there may still be plenty of roadblocks along the way, you can create great content. The trick is, not letting those obstacles or your doubts stand in the way of creating stuff customers will love and want to tell their friends about.

Creating content is still the biggest hurdle business owner’s face when marketing their business, but it doesn’t need to be one you tackle alone. Your customers, staff, colleagues, and partners are valuable sources of content inspiration. Opening yourself up to their help may mean less anxiety when it comes time to create.

And when you’re really stuck—and you find yourself yelling at your computer or pulling out your hair— don’t be too hard on yourself. You’ve already earned the trust of your customers. Trust that and the content will create itself.


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