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What are the most effective ways to overcome content strategy challenges?

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Content strategy is the process of planning, creating, and managing relevant, valuable, and engaging content for your audience. It helps you achieve your business goals, such as increasing brand awareness, generating leads, or boosting conversions. However, content strategy is not without its challenges. You may face issues such as lack of resources, unclear objectives, inconsistent tone, or low performance. How can you overcome these content strategy challenges and deliver effective content marketing? Here are some tips to help you out.

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1 Align your content with your goals

One of the most common content strategy challenges is not having a clear purpose for your content. You may be producing content without knowing how it supports your business goals, or what metrics you should use to measure its success. To avoid this, you need to align your content with your goals. Start by defining your SMART (specific, measurable, achievable, relevant, and time-bound) goals, and then map out your content strategy accordingly. For each piece of content, ask yourself: what is the goal, who is the audience, what is the message, what is the format, and how will you distribute it? This way, you can create content that serves a specific function and delivers value to your audience.

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Chris Grubbs

Marketing Executive | GTM & Brand Strategy Advisor | Growth-Focused, People-First Leader
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Studies like those from the University of Glasgow emphasize the potency of emotional campaigns. But how does this tie to goal alignment? Consider Dove's "Real Beauty" campaign. Their goal wasn't just sales; it was shifting beauty paradigms. Nike's "Dream Crazy" aimed to resonate with values of perseverance and social justice. Old Spice humorously aimed to redefine its brand image. Each campaign had clear objectives, but their success lay in intertwining these goals with deep emotional undertones.

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2 Optimize your content for your audience

Another content strategy challenge is not knowing your audience well enough. You may be creating content that does not resonate with their needs, preferences, or pain points. To overcome this, you need to optimize your content for your audience. Start by conducting audience research, using methods such as surveys, interviews, analytics, or personas. Then, use the insights you gain to craft your content accordingly. For example, you can use the language, tone, and style that your audience prefers, address their questions and concerns, and provide them with relevant and useful information. This way, you can create content that attracts, engages, and retains your audience.

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Aditya Ramakrishnan
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This is probably even more important than aligning content with goals. Too often, content strategies are driven heavily, if not exclusively, by keyword research and search volumes, and end up creating generic me-too content that isn't useful, and then does not generate traffic. Independently map the questions and pain points your audience has, add your unique perspective and point of view, and now you have a rich pool of potential content to create. Second, really learn where your audience consumes your topic, and in what format. Now you have a strong set of topics to create content, and a audience-format-location fit. The content strategy writes itself

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3 Streamline your content production process

Another content strategy challenge is not having enough resources or time to produce quality content. You may be struggling with content creation, editing, approval, or publication. To overcome this, you need to streamline your content production process. Start by creating a content calendar, which is a tool that helps you plan, schedule, and manage your content activities. Then, use a content management system (CMS), which is a software that helps you create, store, and publish your content. A CMS can also help you automate tasks, such as formatting, tagging, or SEO optimization. This way, you can create content more efficiently and effectively.

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Rhys Knight

Head of Marketing @ Linked VA | Content & Digital Strategy
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The fastest way to streamline content production is to empower content creators, and remove as many stakeholders from the approval process as possible. We make some good content and a lot of crap stuff. Our focus is on creation and improvement over perfection. That's not the only (or even the best) way to create content, but it's definitely the fastest way to learn what works and what resonates with your audience. It also gives your production team a rhythm to work with.

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4 Maintain your content quality and consistency

Another content strategy challenge is not ensuring your content quality and consistency. You may be creating content that is poorly written, outdated, or irrelevant. You may also be creating content that does not match your brand voice, tone, or identity. To overcome this, you need to maintain your content quality and consistency. Start by creating a content style guide, which is a document that defines and standardizes your content elements, such as grammar, spelling, punctuation, vocabulary, or formatting. Then, use a content audit, which is a process of reviewing and evaluating your existing content. A content audit can help you identify and improve or remove content that is low-quality, inconsistent, or redundant. This way, you can create content that is clear, accurate, and engaging.

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5 Evaluate and improve your content performance

Another content strategy challenge is not measuring and improving your content performance. You may be creating content without knowing how it performs, or what areas you need to improve. To overcome this, you need to evaluate and improve your content performance. Start by setting your key performance indicators (KPIs), which are metrics that help you track and measure your content goals. Then, use a content analysis, which is a process of collecting and interpreting data on your content performance. A content analysis can help you understand how your content performs, such as how it ranks, how it drives traffic, how it generates leads, or how it converts. This way, you can create content that is optimized and effective.

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6 Hereâ€™s what else to consider

This is a space to share examples, stories, or insights that donâ€™t fit into any of the previous sections. What else would you like to add?

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Mahshid Jahangard

Persian and English content producer
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One of the biggest challenges when we write the content strategy is not considering the performance of competitors. We should check our competitors every once in a while and see what changes they are making in their content and consider this issue in our strategy.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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For a content strategy to succeed, you'll often need to anticipate the most likely challenges ahead of time. One likely challenge is the strategy getting "ad hocked" to death by a thousand requests for non-strategic content. A good way to get in front of this is to create an internal asset calendar where all content assets and requests are out in plain sight. This will discourage stakeholders from interfering with the strategy, because they won't want to be seen as the thing holding it back. Another likely content strategy challenge is falling behind schedule with KPIs. Anticipate the most likely causes of this and have some backup budget in reserve ready to address it.

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Content Marketing

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What are the most effective ways to overcome content strategy challenges?

1

2

3

4

5

6

1 Align your content with your goals

2 Optimize your content for your audience

3 Streamline your content production process

4 Maintain your content quality and consistency

5 Evaluate and improve your content performance

6 Hereâ€™s what else to consider

Content Marketing

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What are the most effective ways to overcome content strategy challenges?

1

2

3

4

5

6

1 Align your content with your goals

2 Optimize your content for your audience

3 Streamline your content production process

4 Maintain your content quality and consistency

5 Evaluate and improve your content performance

6 Hereâ€™s what else to consider

Content Marketing

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