Content marketing is the core of brand building. However, like every flourishing field, it has its challenges. These challenges may be common to both novice and well established companies.
Valuable content is the cornerstone of brand building. The challenge here is to ensure that your content is consistently succinct, rife with pertinent information and understandable to the reader. Most importantly, it should be educational or entertaining. Superfluous content is a let-down and waste of time for the company and any potential reader. Moreover, it can result in loss of credibility as a subject matter expert. Remember that your audience is smart and evolving; they want crisp and effective data that gets to the point without beating around the bush or trying too hard.
Another major challenge is dealing with a competitive market. The boom in content marketing has led to increasing and overbearing competition for the attention of the audience. Also, the varied content publishers available increase the expectations of the readers. Creating better content, though, requires time and resources. However, in a deadline-sensitive market, this is difficult to do consistently while maintaining quality. So, an effective content marketing effort would involve a heavy investment of time that might be a tough task for most companies.
On the Internet, it is very hard to keep track of who is reading and stealing your information. Once it is published, it is open to the world. So, if you have a rich resource of quality data to share with your audience, do remember that you cannot share this data without it reaching your competitors as well. They can copy and remarket your strategies as some of their own, and there is not much you can to do stop them. Except, maybe, keep reinventing and innovating to stay ahead of the game by coming up with newer strategies for content marketing.