Content marketing challenges in 2019. What are they? Did you know that according to Google, there were 72.6 millions articles produced in 2016 through the year? That’s just about 8,000 articles every single day. Talking about content marketing challenges, how would you imagine how our world, especially online, is loaded with content? I mean, loaded.
So, let’s start.
AI (Artificial Intelligence).
Automated content. How can we make sure that the content produced is really representing what we want to say to our target market? After all, as Gary Vee says below, it’s the connections that really matters. Can machines build and keep the connection with humans? This, of course, still needs to be seen. Even if the technology is probably here, we still need to wait and see how it’s going to create any emotional effect to human beings. Just as driverless car technology is already here, we still need yet to see whether a complete driverless society would work.
After all, we have been dreaming about a cashless society for decades, but we’re not there as quite yet. Not for quite some time. We’re probably getting there soon now with fintech and blockchain, who knows. It’s clear, however, that we’re going that direction. How soon we will get there and how smoothly, or bumpy, is still very much a big question mark. Do you share this view? I would love to hear what you think. Can robots create the same emotional effect humans do?
How skilled do we need to be?
Second challenge that still connects to the first one is, with AI on the horizon, are we going to race against the machines? How exactly the process s is going to be? How skilled just we need to be in order to be able to produce a masterpiece content? I may be conventional, traditional and a little reserved, but I would imagine that I would prefer to read what humans produce than machine. Just like wearing fake leather or wool, you would just feel it and be able to notice the difference, which one is fake and which is genuine. Right? I still believe humans will create better content than robots, however, seeing how technology advances, who could tell what will happen in twenty years from now.
When marketing was just from one family to their neighbor or colleagues at work, they didn’t imagine telephone and fax machine would appear, or even airplanes to deliver the physical form of the content in magazines or books. Now with internet as a very common mean for us to communicate, can we really see and imagine what will be the norm in the future?
What do content marketers need to do about this? Stay updated and learn the latest technology, while still use the traditional principles of connecting with audience and creating content that will affect audience emotionally.
Ultimately, how much content do we need to produce? After all, content is king?
How about authenticity as a challenge in content marketing? Sure, there’s nothing new under the sun. However, with the 8,000 new articles every day, probably even more today, how authentic can you get? Even without the intention of copying somebody else, there’s a possibility that the content we make would look similar to those that others make. This is another reason why I’m still very much in favor of contents made by humans rather than supposedly AI, which is also still made by human.
I applaud all AI makers in all stages of conception, but I still prefer human created content. The more human you are, the more authentic you can be, the more you can connect with your audience. I am curious to hear what kind of story telling AI would do, but maybe I’m just old-fashioned. Modernly old-fashioned.
A circle of indecision.
What do I mean by this? As the volume of content is increasing, our target market is faced with more options. The more options people have, the more confusing it is to decide. Therefore, not only can your target market switch brand more easily, but they will also take more time to decide. Why does Mc Donald’s have only very few items in their menu? They only focus on what works, what sells the most. They get rid those tat’s not doing to well in turnover. This is what we need to do when creating content. Only focus on what works and forget he rest. The art of simplicity. It results in more focused work.
Let’s suppose that the choices of products between two business are the same. Which one would the target buyer tend to buy, the one with focused clear message, or one with long winding confusing content? One that connects more, or one that shows indifference? I don’t get paid by Mc Donald’s, this is not an endorsed article, but their message is simple, and connects with people. Mc Donald’s is family. That’s it. This is one message my niece used to understand very well, as she repeatedly asked my father, her grandpa, to take her to the McD. Create a clear, simple, easy to understand content, that do not overwhelm your target audience, especially these days with so much noise out there.
A question to think about. What happens if at the point where the potential customer is finally ready to buy, after we educate and nurtured this customer very well, suddenly a competitor enters and just like that, changes buying decision? Customers now have more power to have more choices online and make comparisons.
How close can you and do you need to be to your market, with your content marketing?
Algorithm, KPI, Analytics. Data.
Talking about content marketing challenges in 2019, we must then talk about data. Big data. Is data all that useful? Of course, everyone, myself included, will say that data is useful. However, at the end of the day, even there are ways for digesting big data, does it really represent what your target market wants? There was a research done by Harvard, showing that people are more influenced by their emotion when making a decision, including a purchase. So, it can be, as it happens many times, against all odds. Is the use of data over rated? I wonder. If data is so exact and that reliable, why does our economy go through a default every now and then? Intriguing, however, not directly related to our focus topic right now.
View rate vs people’s lives.
This is more of a moral issue, or ethical questions. One way to measure content is by how many views it gets, and how many shares. Be it articles or videos, as well as images. We may not hear this every day but view rate could mean the world to content creators, even more than their own lives. If you look on search engine, you fill find enough articles about this. This is really happening. Sadly, some people would do anything, including risking their own lives, in order to gain viewers. How far do we need to go to get our contents viewed?
This is something all of us need to consider, as a society. I am not blaming anything or anyone. Everyone is responsible for their own decision, I agree. What triggers the decision, though? Who needs to draw the line? Is it law maker? Viewers? Ads sponsors? Everyone of us, I would say, tought it is very easy to forget when we are trying to get most views on what we produce, right?
This may not be directly related to marketing, but this is directly relate to how content is now mostly measured. By the number of views/shares. So, how can we better measure content? Also, where should the line be drawn? Other than the content marketing activity, technology and analytics themselves, this is also a challenge every content creator and content consumer needs to keep in mind. Sure, the death rate is probably not as high as cancer or drugs, but, need we wait that long?
This has been an article on content marketing challenges in 2019. I hope you have learnt something from it. Feel free to reach out through email or social media for your comments or questions. Next post is going to be Social Media Marketing trends in 2019. Don’t forget to like facebook.com/onlineeducated for updates.
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