3 Problems That Keep Every Content Marketer Up At Night

by Felicity Dudley on Tuesday 31 October 2017

The average content marketer may have you believe that they are a super calm and collected idea-making-machine, however, there are some common obstacles that are known to give them nightmares...


Measuring ROI


Content marketing is often about raising awareness through aspirational content, with a view to generating purchases further down the line, rather than pushing immediate sales.


For brands spending growing amounts of their budget on content marketing campaigns justifying that spend increasingly requires more than faith that it will produce a return down the line. 


Unfortunately, a recent Econsultancy report revealed that measuring ROI on their influencer initiatives is the biggest challenge for 65% of marketers. While measuring ROI is hardly a challenge exclusive to content marketing, given the growing cost of both content and influencer marketing campaigns, it's getting harder and harder for marketers to brush the ROI question aside.


To Follow Or Not To Follow?


The follow vs no-follow conversation has been growing since the dawn of link building, however, is now more prevalent than ever. Last year Google officially announced that bloggers should use the no-follow tag on all non-organic links, meaning that marketers have had to strive to find new ways to build up an authoritative backlink profile, whilst making sure they are not harming themselves, or the influencers they work with.


Bloggers are (rightly) becoming far savvier when it comes to the 'do's' and 'dont's' of working with brands, particularly when it comes to link building. It has always been best practice to leave it up to the creator to include a link (be it follow or no-follow) within their post, however, since Google's announcement, the volume of followed backlinks has noticeably dropped. 


While changing the links to “no-follow” will mean that bloggers will not pass any authority to your site, the referral traffic can still be highly valuable. Potential customers will still be able to get to the things you are selling.


As a result, digital marketers and PR execs should use a much more targeted approach to domains that have a large readership that is relevant to their product.


Cold Hard Cash


Influencer marketing is here and it's fair to say, it's not going anywhere. However, one tightrope that content strategists have to tread very carefully is payment. Asking a blogger to spend time creating content that promotes your upcoming campaign, whilst fitting their tone of voice and relating to their audience is something that they will unlikely do for free. 


Many creators spend years building up niche followings, who are often very receptive to imitating the lifestyle and purchases made by influencers. These followings can be extremely valuable to brands, so why should they be tapped into for no cost, when budget is signed off elsewhere for other advertising streams?


In order to protect both the brand and the blog, its vital that any sponsored collaborations are openly labelled and bloggers are authentic with the content they create surrounding the product. If the influencer is genuinely interested in the brand and proud to work with them, there should be no contention with earning money to work with them. 


Although these challenges are common for many marketers, they can be overcome by:

  • Utilising your data to understand ROI
  • Using a targeted approach when working with bloggers
  • Disclosing collaborations when money is involved

Following these steps can prevent these issues becoming a thing of nightmares.