Regardless of AI, ‘content material creation’ stays greatest advertising and marketing problem

We polled our LinkedIn followers about their greatest content material advertising and marketing challenges, and almost all the outcomes stunned us.

The survey immediate was simple. What’s your greatest problem in content material advertising and marketing proper now?

(“Now” = February to early March 2024)

Choices you’ll be able to select from embody producing leads, creating participating content material, measuring ROI, sustaining a calendar, and extra.

Surprising outcomes

Listed here are a number of the greatest challenges cited by the LinkedIn neighborhood:

• Creating compelling content material: 29%
• Comply with the calendar: 29%
• ROI measurement: 24%
• Lead technology: 19%

Why this result’s inappropriate

Final yr, we performed a survey on content material advertising and marketing administration with over 100 entrepreneurs taking part.

On the time, the most important problem respondents confronted was “making certain all content material ties again to objectives.”

Consequently, we predicted that “measuring ROI” could be the most important problem for content material advertising and marketing, adopted by “producing leads,” which had been second-to-last and final, respectively.

In the meantime, “creating compelling content material” and “figuring out your schedule” tied for first place, the latter of which has a precedent.

However the former was of curiosity to us, and this is why: This highlights the truth that generative AI does little or no to unravel the challenges of real-world content material creation.

One factor we all know for certain about generative AI is that it may well create enormous quantities of content material in a short time, however after we surveyed them in 2023, respondents weren’t nervous about not having time to create content material (just one in 120 mentioned that was their greatest problem).

By this logic, AI is fixing issues that many individuals didn’t have in the beginning of 2023.

What’s AI? Cannot What stays to be performed is to create enticing Content material. The important thing phrase right here is “participating.” If we had merely mentioned create content material, would you’ve got had a unique response?

After all, we do not know, however what we do know is that our small (however extremely certified) respondents are struggling to create content material that will get the specified degree of engagement.

Key Takeaways

Creating compelling content material has by no means been tougher (and it is getting tougher)

This was not the result we anticipated from our viewers, however it’s to be anticipated: As of June 2023, ChatGPT has over 200 million customers, and that quantity is probably going rising right this moment.

Nonetheless, solely a handful of customers have realized methods to successfully leverage AI for content material creation (we’ve witnessed it firsthand, and it’s superb).

The remainder of us can be competing with extra content material creators who’ve entry to instruments like ChatGPT, and these identical individuals are additionally competing with the aforementioned elite content material creators who’ve discovered methods to use AI to create nice content material. Even higher.

The underside line is that extra individuals are creating content material than ever earlier than, and the highest creators who perceive methods to use AI are setting themselves aside from the remaining.

Generative AI has made creating compelling content material tougher than ever earlier than.

Content material calendar points typically stem from poor expertise

In 2023, sticking to a content material advertising and marketing schedule was the third greatest problem amongst respondents.

Over a yr later, this stays one of many greatest challenges going through content material entrepreneurs. Simply check out these statistics:

• 17% of entrepreneurs say they don’t also have a correct content material calendar.
• 13.2% of respondents mentioned they’ve a calendar however wrestle to satisfy deadlines.
• One other 6% mentioned, “Virtually By no means meet deadline.

General, solely round 28% of entrepreneurs have truly established a robust content material calendar routine.

We get it. Sticking to a content material calendar is all the time troublesome. Advertising is about timing. It requires some flexibility and publish priorities can change shortly. It is essential to be practical on this sense.

However managing your content material calendar can and needs to be so simple as attainable. Sadly, this is why that is not taking place:

A spreadsheet? A bodily pocket book?

Your advertising and marketing must be improved.

A content material calendar appears so easy at first look that you just may suppose a spreadsheet or a daily Google Calendar would suffice. However clearly, that’s not the case.

Parting Knowledge

To conclude this text, I wish to provide two items of recommendation.

1. In relation to content material creation, you must solely spend about half your time truly creating it, and the opposite half (or extra) fascinated about how that content material can be used. acquire engagement.
2. Do not underestimate the ability of content material advertising and marketing administration instruments. As entrepreneurs, we are able to get so centered on the brand new stuff that drives the most important outcomes that we neglect in regards to the fundamental administration duties (like a correct content material calendar).

This recommendation was very useful to me, and I hope it is going to be simply as useful to you.