Last week, I wrote on ...
During our CMWorld 12 session, we asked participants to give us the issues and roadblocks to implementing content marketing strategies within their organizations.
Here are the Top 5 “roadblocks” to content (strategy) marketing:
#1 Organizational Silos
- Getting different departments to share & collaborate.
- How have others “broken” the silos in their organizations?
- The “program departments” are closer to our audiences than we are but getting them to help curate content that will reach our varied audiences is a constant issue.
- Who is best to execute the process within an organization?
- Struggling on sharing content curation within organization.
- Dealing with limited resources: “So much potential, so little time.”
- Time management.
- Focus: too much content; too many audiences.
#3 Processes & Buy-In
- We’re “chained” to current processes so have no time/energy to innovate.
- We face resistance to doing things differently.
- I’m in a “risk adverse” organization.
- Getting approval to move forward.
- Getting buy-in from entire board to try new approaches ... one person can stop progress.
- Struggling to establish social media guidelines so just not doing it.
- Paralyzed by process ... we’re not very agile.
- What are the best practices for content curation.
- Analytics are severely lacking.
- What are the specific content marketing metrics for associations?
- Face the “ROI question” from leadership.
- Non-responsive audience; apathetic.
- How do we get our audiences to engage in conversations with us? (We have content & vehicles but less engagement!)
- My audience is small (and rarely online): How do I find out more about what they like and want from our website?
- Having a conversational voice on social media while maintaining the “brand integrity.”