According to a recent survey conducted with Affordable Marketing clients, the one digital marketing channel that requires the most employee hours is content marketing. We heard two key reasons for this:
- Content Creation: Writer burnout and loss of interest were the two main factors in lagging content creation. Many of our clients have in-house marketing departments and we were told that the number job turnovers are much higher and (in general) job satisfaction much lower with their content writers.
- Content Distribution: While content writing has a definite creative aspect that makes it a critical part of content marketing, content distribution has a technical aspect that makes it equally indispensable. While there are some good (and not so good) automated distribution applications, all require a higher level of technological expertise. Many require hand feeding, and that slows the entire process.
Here’s why all of this is important to every business that requires sales or leads for their business to survive, content marketing is the foundation of every marketing strategy. You simply cannot have an effective marketing strategy, plan and execution without an endless source of content.
Given the critical role of content marketing, businesses must find ways to overcome these challenges—both in content creation and distribution. Let’s break it down.
Combating Writer Burnout
Writer burnout is a real issue, and it’s no surprise that companies experience high turnover among content creators. Writing is an art that demands fresh ideas, creativity, and deep engagement. When the pressure to constantly produce content collides with the fast-paced nature of digital marketing, burnout becomes inevitable.
So, how can businesses combat this?
- Diversify Content Creation: Encourage a mix of blog posts, video content, podcasts, and interactive media. Giving writers flexibility can help maintain their enthusiasm.
- Set Realistic Expectations: Businesses should recognize that quality is more important than sheer volume. A well-researched, well-written article will outperform multiple rushed posts.
Simplifying Content Distribution
Even the best content won’t deliver results if it doesn’t reach the right audience. However, content distribution is often viewed as a time-consuming, technical challenge.
The key to streamlining distribution lies in using the right tools and strategies:
- Repurpose Content: Instead of reinventing the wheel, businesses can maximize their content by repackaging it into different formats—turning blog posts into LinkedIn articles, short videos, or email newsletters.
- Target the Right Channels: Not every business needs to be on every social media platform. By focusing on the most relevant channels, companies can ensure their content reaches the right audience efficiently.
The Big Picture: Content Marketing is Non-Negotiable
Despite these challenges, content marketing remains the backbone of every successful digital marketing strategy. It’s what fuels SEO, engages audiences on social media, nurtures leads through email marketing, and builds brand authority.
For businesses looking to thrive in an increasingly competitive landscape, the solution isn’t to cut back on content marketing—it’s to refine their approach. Whether by improving content creation workflows, adopting smarter distribution tools, or outsourcing strategically, companies must ensure that their content marketing efforts remain sustainable.
Because at the end of the day, a business without a steady stream of high-quality content is a business that risks fading into obscurity.