We often get asked what the biggest challenge is with content marketing. This sometimes comes from people backing us to succeed, sometimes from clients/others wanting to learn. Sometimes it’s just curiosity.

We always think the answer is obvious. But few people guess right.

Much like the nature of this question, the biggest challenge is education. The people who hold the purse strings – marketing types at companies and at other agencies who represent them (shocking disclosure: it is often agencies hiring other agencies for content marketing skills) – don’t always know about the benefits of content marketing.

That will change over time. It will take a whole lot of demonstrable successes in the market, curious minds and certain people (“I’ve always done it this way”) retiring. But it is happening.

Over the coming weeks we will be blogging about ways to use content marketing most effectively for clients, even if they aren’t – yet – 100% invested in this journey.

*photo credit: Pragmagraphr via photopin cc
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