5 Enterprise Content Marketing Problems Solved

Research reveals that 78% of enterprise marketers struggle to maintain a stream of valuable content. Several factors contribute to this problem, such as increased content operation costs, workflow management, lack of clear objectives, and the variety of distribution channels.

Complexity significantly increases for enterprise content marketing.

This guide will help CMOs and marketing directors overcome the biggest challenges of an enterprise content marketing strategy.

How does enterprise content marketing differ from traditional marketing strategies?

Enterprise content marketing uses valuable information to engage audiences across multiple channels. Online visibility and thought leadership are examples of the benefits large companies can get from information marketing. Traditional marketing is used for direct product promotion and smaller campaigns.

Maintaining the quality and consistency of enterprise content marketing

For enterprise content management (ECM), changing internal priorities, the lack of skilled content creators, and fluctuating team bandwidth are the order of the day.

However, circumstances like these make it difficult for marketing teams to produce valuable information at a high level. Budgets may not allow enterprise companies 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. Therefore, businesses must have processes in place to maintain quality.

Content governance frameworks

Content governance frameworks are guidelines that define policies and tools for content efforts. Frameworks ensure all the brand’s content developed by the in-house team or third-party vendors aligns with marketing objectives.

Inconsistent branding and misalignment with the target market are examples of problems that occur when there is a lack of coordination among teams. Governance frameworks streamline project management and keep everyone on the same page.

Content governance frameworks might include: 

• Content performance metrics
• Roles and responsibilities for content creators
• Approval workflow
• Content standards and guidelines
• Training on content policies
• Centralized content management system (CMS)
• Data quality checks

Outsourcing content creation to digital marketing agencies

Balancing internal production and outsourcing work to digital marketing agency is like walking a tightrope. Before deciding on whether to create content in-house or outsource it, enterprise content marketing teams should review their goals. All campaigns should support the brand’s overarching growth strategy. Therefore, teams should set priorities that align with objectives.

Defined processes help the marketing team set clear priorities. With priorities in place, they can determine which tasks to keep in-house and those to outsource.

For instance, a brand wants to become a thought leader in their industry. An in-house expert would be better qualified to write white papers or case studies. This type of content may be better aligned with the brand’s goals and cost less to produce.

An external content writer can easily handle blog posts, social media posts, and other content designed to increase organic traffic on search engines.

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

Conducting a cost-benefit analysis helps enterprise marketers justify the cost of outsourcing and optimize expenses. An 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 best approach for content marketing success.

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Measuring content marketing ROI and value

Most businesses use a variety of marketing channels for distribution. However, a multi-channel strategy makes it difficult to link a specific content marketing campaign to individual sales.

A recent study found that 44% of B2B companies typically consume three to five pieces of content before engaging with a vendor. This finding is one of many that reinforces how information marketing contributes to the sales funnel. However, attributing the conversion to one piece of content or one campaign is not always practical.

For example, a customer might see the company’s social media advertising on LinkedIn, read a blog post, and then download an e-book before purchasing. Though the content swayed their decision to buy, enterprise marketers cannot always determine which touchpoint was the most influential.

There is ample evidence that a content marketing strategy boosts sales revenue. But it also offers other 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.

KPIs for corporate content marketing

Failure to measure performance is a fundamental challenge for enterprises. 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 (like SMART goals), marketers can set relevant KPIs for each.

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-through rate (CTR), are examples of helpful engagement metrics.

Track lead generation and conversions separately.

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

Tracking conversion rates makes it easier to optimize the content strategy.

Engagement rate is another critical metric. However, the definition of an engagement can be vague. Here are some tangible content engagement KPIs:

• Each page’s organic visits show which pages have the highest online visibility.
• Bounce rate (measures time on page—a high bounce rate shows that the content is weak)
• Unique visitors to each page (relates to brand awareness)
• Open rates on email marketing

Account for costs.

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

Content creation tools, like Jasper.ai, Canva, Adobe Photoshop, and other AI writing tools, are also expenses that must be taken into consideration. This includes social media management tools, like Buffer and Hootsuite. 

Link sales revenue to content marketing.

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

Apply an attribution model.

Use an attribution model that fits within the customer journey. This is an effective way to understand how different types of content impact 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 is not 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. Here are two common approaches:

Basic ROI formula:

This formula focuses on direct financial returns:

ROI = (Return on investment – Investment) / Investment x 100%

• Return on investment: This could be the total revenue generated from content marketing leads, a monetary increase because of brand awareness, or cost savings.
• 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%

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 discover 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.ontent strategy, refine it, and adjust based on data.

How do you address challenges such as budget constraints and resource limitations?

To address budget constraints, focus on topics that have a higher transactional value. Enterprise organizations can also leverage user-generated content (UGC).

User-generated content (UGC) is any form of content, such as images, videos, text, and reviews, created by customers or fans rather than the brand itself.

Here’s how enterprise companies can use UGC:

• Build trust and credibility: Potential customers are more likely to trust content from other users than branded advertising. Seeing real people share their positive experiences with your brand can have a positive influence on purchasing decisions.
• Increase brand awareness and reach: UGC can grow organic reach. When customers share content about your brand, their networks see it, which introduces your brand to new audiences.
• Drive engagement and conversions: UGC can be more engaging than content produced by the company. Think about a customer sharing a creative photo or video featuring your product. This type of content can capture attention and drive traffic to your website or social media pages, ultimately leading to conversions.
• Acquire valuable insights: UGC can provide valuable insights into how customers are using your products, what they like or dislike, and what their needs are. This information can improve your products, services, and marketing strategies.
• Cost-Effective Marketing: Compared with traditional advertising, UGC can be a very cost-effective way to market your brand. You are leveraging the creativity and enthusiasm of your customers, reducing the need for expensive professional content creation.

Here are some ways enterprise companies can encourage and use UGC:

• Run contests and campaigns: Encourage customers to create and share content related to your brand by offering incentives like prizes or discounts.
• Create a branded hashtag: A unique hashtag can make it easy for customers to share their content and for you to find and repurpose it.
• Feature UGC on your website and social media: Showcase the best UGC on your own platforms to show social proof and encourage additional user participation.
• Engage with UGC creators: Respond to comments and share user-generated content to build relationships with your brand advocates.
• Use UGC in Advertising: Incorporate authentic UGC into your advertising campaigns to make them more relatable and trustworthy.

By effectively leveraging UGC, enterprise companies can build stronger relationships with their customers, increase brand awareness, and drive business growth.

As for resource limitations, consider outsourcing certain tasks or partnering with other departments within the organization to share resources and expertise.

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.

Staying relevant

To create content that will attract potential 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 are not growing, you are dying. This is an old saying that applies to personal growth, but it is 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.

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.

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.

Recognition and incentives

Companies can install 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.

Routine brand audits that include content reviews

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 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 content marketing strategy

Are you 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.