5 Enterprise Content Marketing Challenges [and Solutions]

Discover the top five challenges that enterprises face in content marketing and solutions to overcome them. From creation to ROI, this post covers it all.

POST UPDATED:

February 23, 2024

Enterprise Content Marketing

Research reveals that 78 percent of enterprise marketers struggle to maintain a stream of quality content. Several factors contribute to this problem. Resource constraints, lack of a clear strategy, and changing consumer preferences are a few examples.

We have developed this guide for CMOs and marketing directors to help them overcome the biggest challenges of an enterprise content marketing strategy.

We will begin with one of the most common problems all businesses have with content marketing efforts. However, the issue is far more complex at the enterprise level.

Table of Contents

    Maintaining the quality and consistency of enterprise content marketing

    For enterprises, shifting internal priorities, fluctuating team bandwidth, and unexpected hurdles are the order of the day. However, these circumstances make it difficult for marketing teams to produce consistent content at a high level.

    And it isn’t easy to find help. Budgets aren't always enough to secure skilled writers, editors, and designers. Competing priorities and talent wars make it even tougher.

    These hurdles—combined with the pressure to publish—can compromise quality.

    Content governance frameworks

    Content governance frameworks can help enterprise marketers maintain quality. These guidelines define policies and tools for content production and publication. Frameworks ensure that all content developed by the company itself or third-party vendors reflects the brand's image and value.

    Outsourcing content creation to digital marketing agencies

    Striking a balance between internal production and hiring a digital marketing agency is like walking a tightrope.

    Before deciding on whether to create content in-house or hire it done, enterprise organizations should start by assessing the content plan and marketing goals. All campaigns should support the brand's overarching growth strategy. This process provides the marketing team with clear priorities, which enables them to determine tasks best kept in-house and those to outsource. For instance, an in-house expert would be better qualified to write a white paper that discusses a proprietary process. On the other hand, an external content writer can easily handle a simple "how-to" blog post.

    Once priorities have been set, companies can assess their team's capabilities to identify gaps agencies can fill.

    Conducting a cost-benefit analysis helps enterprise marketers justify the expense of outsourcing. This analysis reveals the value of third-party expertise and time savings versus the financial investment. A hybrid model that leverages the strengths of in-house teams and external vendors is usually the most successful approach.

    Enterprises must choose digital marketing agencies that can communicate their values and deliver measurable results. Marketing directors and CMOs should regularly review vendor performance to make sure the content strategy remains dynamic and cost-effective.

    The B2B Marketing Audit: A Data-Driven Process

    Don't let your marketing strategy fall short. Find out how a B2B marketing audit of your sales and marketing can improve your results over the long term.

    Measuring ROI and proving the value of enterprise content marketing

    Most businesses use a variety of marketing channels. However, a multi-channel approach makes it difficult to link a specific piece of content to individual sales, especially when distribution is complex.

    A recent study found that 44 percent of B2B companies typically consume three to five pieces of content before engaging with a vendor. This finding reinforces how content contributes to various stages of the sales funnel. For example, a customer might see a social media ad on LinkedIn, read a blog post, and then download an e-book before purchasing. Even though the content may have influenced their buying decision, it’s hard to assign a dollar value to it. As a result, enterprise marketers may not be able to determine which touchpoint was the most influential.

    Customer Journey Touchpoints (Click to expand)

    There is ample evidence that a content marketing strategy boosts sales revenue. But it's critical to remember that it also offers other valuable benefits. Brand awareness and customer engagement are examples. These are must-haves for enterprises to grow visibility and market share, yet assessing their true impact on the bottom line can be problematic.

    Here's a streamlined approach to help marketing teams gauge ROI:

    Set clear goals and key performance indicators.

    Brands should start by defining success for each campaign—be it boosting brand awareness, lead generation, or increasing sales. With clear goals, it's possible to set relevant KPIs for each one.

    Track performance.

    Analytics tools can help assess how the audience interacts with each type of content. Google Analytics data, such as page views, time on page, and click-throughs, are examples of helpful engagement metrics.

    Track lead generation and conversions separately.

    Conversions relate to any specific goal marketers want members of the target audience to take, such as form submissions, downloads, and purchases. Unique URLs and landing pages can be used to pinpoint where conversions originate.

    Account for costs.

    Enterprise marketers must calculate all costs associated with the content plan, from ideation to promotion. These include internal (i.e., team salaries, overhead) and external (i.e., outsourcing, software subscriptions) expenses.

    Link sales revenue to content marketing.

    Companies can use a CRM system and automation tools to link sales revenue to each content campaign that drives sales. CRM integrations allow companies to track their marketing efforts and better understand the return on investment for each campaign.

    Apply an attribution model.

    Use an attribution model that fits the customer journey. This is an effective way to understand the role different content pieces play in conversions and sales.

    One popular attribution model is the "first touch" model, which gives credit to the first interaction a customer has with a brand. Another common model is the "last touch" model, which attributes the conversion to the last touchpoint before the sale. However, a more comprehensive approach is the "multi-touch" model, which accounts for all touchpoints of the customer journey.

    Calculate ROI

    There isn't a single, universally accepted formula for calculating ROI on an enterprise content marketing strategy. Companies measure it in different ways, depending on specific goals and metrics. However, there are two common approaches:

    Basic ROI formula:

    This formula focuses on direct financial returns:

    ROI = (Return on investment - Investment) / Investment x 100 percent

    • Return on investment: This could be the total revenue generated from leads acquired from content, a monetary increase due to brand awareness, or cost savings from content-driven solutions.

    • Investment: This should include all costs associated with content marketing efforts, such as creation, distribution, tools, and personnel.

    Note: This formula provides a basic overview, but it doesn't capture the long-term benefits of content marketing, like brand equity and customer loyalty.

    Value-based ROI formula:

    This formula considers both financial and qualitative factors:

    ROI = (Total content value - Investment) / Investment x 100 percent

    Total content value: This is the sum of the financial value and perceived value of content. Calculate the financial value using methods like lead value-based scoring. Perceived value can be estimated through surveys, social media engagement metrics, or sentiment analysis.

    Formulas offer a starting point. However, calculating ROI requires strategic planning and context. Before crunching numbers, marketers must determine which measurement method will give them the best result.

    Include qualitative feedback.

    Feedback from customers and the sales team reveals how content impacts brand perception and conversions. Consulting with the service team is a good way to find out how the company's content enhances customer satisfaction.

    Continue to review and adjust.

    Measuring ROI is an ongoing process. Keep evaluating the content strategy, refine it, and adjust based on data.

    How do you address challenges such as budget constraints and resource limitations in an enterprise content marketing initiative?

    To address budget constraints, focus content creation efforts around topics that have a higher transactional value. Enterprise organizations can also repurpose existing content or leverage user-generated content. As for resource limitations, consider outsourcing certain tasks or partnering with other departments within the organization to share resources and expertise.

    Audience Targeting Strategies Mindmap (Click to expand)

    Reaching the right audience

    Crafting content that resonates with everyone can feel like aiming for a bullseye while wearing a blindfold. Intricate buyer behavior and ever-shifting consumer preferences make it difficult for even the most seasoned marketers. Enterprise brands must also remain relevant to attract customers, which means they must constantly adapt.

    Audience segmentation

    Reaching the right target audience with content marketing requires a deep understanding of who they are as consumers. This process begins with developing comprehensive buyer personas. These detailed profiles go beyond superficial demographics. Developing personas is an exercise in exploring the motivations, challenges, and preferences of ideal customers.

    Customer Persona Example (Click to expand)

    An enterprise content strategy should be designed for audience segments in each stage of the buyer's journey. To develop personas that translate into practical segments:

    Identify commonalities

    Analyze target customer segments to identify shared characteristics within each group. Personas should include a mix of demographics, behavioral, and psychographic factors.

    Segment audiences by needs, pain points, and preferences

    Segmenting audiences based on shared characteristics enables brands to address their needs, which increases their relevance and impact.

    Also, conduct research on each segment to determine their preferred formats (e.g., blog posts, videos, infographics). This will guide the creation process for each group.

    Create actionable segments

    Marketers should make sure audience segments are large enough to support sales goals but small enough to allow for niche targeting. Three to five well-defined segments should be adequate.

    Audience segmentation is an iterative process. Companies must analyze segment data and adapt as needed to ensure content continues to resonate with the right prospective customers.

    Develop customer personas

    Finally, create a customer persona that represents each specific audience segment. Make personas as in-depth as possible. You never know when the smallest detail will spark an idea for the next piece that goes viral.

    Staying relevant

    When it comes to creating content that will attract customers, enterprise brands must remain relevant. To do this, they must constantly adapt. Information that addressed the audience’s needs yesterday may not be applicable tomorrow.

    Other challenges exist beyond those mentioned here. Regardless of their nature, these strategies will enhance any enterprise content strategy.

    Embrace constant learning

    If you aren't growing, you are dying.

    This is an old saying that applies to personal growth, but it's true for content marketing too.

    Brands must continue to grow as their audiences evolve. Enterprises should monitor industry trends, customer preferences, and emerging technologies to remain current. They can also conduct regular market research and competitor analysis to stay up to date on the evolving landscape. These efforts will help them identify potential opportunities to create innovative content.

    Focus on audience insights

    Companies that regularly engage with their target audiences have a better understanding of their evolving needs, pain points, and preferred formats. The most common ways to do this are through surveys, social media listening, and customer feedback loops. Hosting events or webinars also gives enterprises an opportunity to interact directly with customers. Creating online communities or forums can provide a platform for customers to share their experiences and provide feedback.

    Use an agile content creation method

    Businesses must move beyond rigid content calendars and adopt a flexible approach for production. They should be prepared to pivot based on current events, industry developments, or audience feedback.

    Embracing real-time responsiveness to capitalize on trending topics can increase audience-to-brand engagement. Keep in mind that it's important to strike a balance between being timely and relevant while also maintaining the integrity of the brand's message.

    Experiment with new formats

    Exploring and testing diverse formats, such as live video, interactive content (i.e., quizzes), or podcasts, expands a brand's reach. Experimentation also caters to different learning styles and preferences within the audience.

    29% of consumers believe content is useful

    Internal alignment and collaboration

    Imagine a scenario where the marketing team creates insightful blog posts, the sales team contributes valuable customer insights, and experts offer technical depth. This collaborative fantasy can become a reality when internal teams work together on content marketing initiatives.

    Here's how to break down silos:

    Shared vision and goals

    Leadership should establish a clear, shared vision for the content marketing strategy. This ensures everyone, from writers to product developers, understands the "why" behind creation. Leadership should communicate this vision to all relevant teams and individuals, ensuring buy-in and commitment to the strategy.

    Cross-functional teams

    Companies can create cross-functional teams involving marketing, sales, customer service, and subject matter experts. A collective effort ensures content aligns with customer needs, reflects brand values, and leverages internal expertise. By bringing together individuals from different departments, companies can benefit from diverse perspectives and skill sets, leading to more innovative and engaging content.

    Collaborative planning

    Marketing departments can host joint planning sessions. In these sessions, teams contribute ideas, expertise, and feedback to ensure that the content is comprehensive. These joint planning sessions also provide an opportunity for cross-functional collaboration, allowing marketing teams to work closely with other departments such as sales, product development, and customer service. This collaboration can lead to the development of more integrated and impactful marketing strategies that take into account the entire customer journey.

    Content performance transparency

    Shared performance data (engagement metrics, website traffic, lead generation) across teams makes everyone accountable. It also allows departments to see the impact of their contributions and encourages continuous improvement. Collaboration provides an opportunity for teams to learn from each other's successes and challenges, which can enhance organizational efficiency.

    Recognition and incentives

    Companies can install reward and recognition programs to acknowledge individuals and teams contributing to success. This encourages continued collaboration. It also reinforces the value of internal effort in achieving content marketing goals.

    Brand Audit Process

    How brand audits transform enterprise content marketing

    A brand audit can enhance a content strategy by giving it clarity and consistency.

    Here’s how:

    Aligns content with brand goals

    An audit bridges the gaps between internal teams, ensuring that the content marketing plan supports broader business goals.

    Optimizes the user experience

    A key aspect of the audit involves evaluating the content’s accessibility and performance across different channels. This helps brands optimize budgets and ensure their content reaches the right audience.

    Replaces the guesswork with data-driven decisions

    A brand audit leverages data and analytics to assess the performance of existing content marketing. Data-driven insights empower brands to make decisions with a higher degree of confidence.

    Fuels collaboration and alignment

    Internal silos can hinder marketing efficiency. A brand audit fosters collaboration by uniting marketing, sales, and service teams around a shared understanding of the brand's goals.

    Partner with The Brand Auditors to develop a successful enterprise content marketing strategy

    Ready to connect with your audience on a deeper level? Our comprehensive brand audits provide the insights and direction you need to create content that:

    • Reaches and resonates with your ideal customers

    • Communicates your brand's unique value
    • Drives engagement and conversions

    • Stands out from the competition

    Don’t settle for mediocrity. Connect with a strategist at The Brand Auditors for a free consultation.

    Brand Strategist | Managing Director

    Chris has over 15 years of experience in brand development and marketing. He has designed strategies across various industries, such as technology, B2B services, and healthcare. His areas of expertise include brand positioning, competitive analysis, content marketing, and web development.

    Are you ready to find out how a brand audit can transform your business?

    Our brand audit process is a comprehensive analysis designed to help companies optimize performance.

    • Increase ROI on lead generation and sales conversions.
    • Reduce marketing expenses.
    • Strengthen brand positioning to become more competitive.

    We guarantee satisfaction or get your money back! Schedule a discovery call with a brand auditor to find out more.

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