Content Marketing 101: What Are Obstacles to Better Content?

You know content marketing is important for your brand’s message to be heard above the digital noise. You know your peers and competitors are using it. But do you know what’s keeping your efforts from producing better content?

Last week, we said content marketing doesn’t look or feel like marketing because it sells your brand as a better source of information than your competitor. This week we’re going to look at some of the biggest obstacles identified by respondents in our Third Annual Content Marketing Survey.

No Strategy in Sight

Right now, more than 30 percent of our respondents don’t have a content marketing program. They treat content marketing like a short-term tactic by “winging it” every day. They don’t plan their content marketing efforts and they don’t measure those efforts. They can’t monitor or grow long-term customer engagement because they won’t create a long-term strategy.

Budget Woes and Worries

Half of respondents want to spend more money on content marketing, but they don’t have the money. Worse, they might spend the money they do have on traditional marketing tactics that don’t work. Either respondents don’t know how to allocate their marketing budget more effectively or they lack the resources to produce the content marketing they want.

More Channels, More Problems

Imagine if a radio station read all 500 words of a newspaper article. You would stop listening after the 75th word and the station’s message would be lost. Why do almost 60 percent of our respondents use the same content marketing strategy for each of their content channels? They use the same content and tactics for infographics, emails, blog posts, social media, and more.

Can’t Find the Right Stuff

Finding and sourcing engaging content is the biggest challenge for 42 percent of our respondents. The obstacles we’ve identified directly contribute to this primary obstacle for marketers. Finding content that your customers want is hard; finding that content without a plan for the future, money or time to spend, or a strategic way to share content is harder.


Unless you’re one of the 20 percent who feels great about your company’s content marketing efforts, you might feel defeated right now. Don’t give up! We’ve got plenty of tips and advice for you to help you grow your content marketing wings and fly. Next week we’ll share examples of content marketing heroes who devised a great strategy and executed it brilliantly. Stay tuned!

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