‘Content material Creation’ Stays the Greatest Advertising Problem, Regardless of AI

‘Content material Creation’ Stays the Greatest Advertising Problem, Regardless of AI
‘Content material Creation’ Stays the Greatest Advertising Problem, Regardless of AI

We polled our LinkedIn followers about their largest content material advertising challenges, and practically all the pieces in regards to the outcomes stunned us.

The survey immediate was simple: What’s your largest content material advertising problem proper now? 

(“Proper now” = February/early March 2024.)

The choices to select from included producing leads, creating participating content material, measuring ROI, maintaining with the calendar.

The Sudden Outcomes

Here’s what our LinkedIn neighborhood flagged as their high problem:

  • Creating participating content material: 29%
  • Maintaining with the calendar: 29%
  • Measuring ROI: 24%
  • Producing leads: 19%

Why This Final result Goes In opposition to the Grain

Final yr, we carried out a content material advertising administration survey; greater than 100 entrepreneurs participated. 

At the moment, the No. 1 problem confronted by these respondents was “making certain every bit of content material ties to a aim.”

Consequently, we anticipated “measuring ROI” to be the largest content material advertising problem, adopted by “producing leads.” These had been second to final, and useless final, respectively.

In the meantime, “creating participating content material” and “maintaining with the calendar” tied for first. There’s some precedent for the latter. 

However the former was fascinating to us, and right here’s why: It highlights the truth that generative AI has solved only a few precise content material creation challenges. 

The one factor we all know for sure about generative AI is that it will probably create loads of content material, in a short time. Nevertheless, once we ran our survey in 2023, respondents weren’t involved about missing the time for creating content material (only one of 120 mentioned that was their largest problem). 

By that logic, AI is fixing an issue that not many individuals had in early 2023. 

What AI can’t do but is create participating content material. “Partaking” is the operative phrase right here. If we had simply mentioned creating content material, would we’ve gotten a unique response? 

Clearly we don’t know. However what we do know is that our small (however extremely certified) pool of respondents struggles to create content material that earns the specified degree of engagement. 

Crucial Takeaways 

Creating participating content material is unprecedentedly exhausting (and getting more durable)

This wasn’t the consequence we anticipated from our viewers, however it makes excellent sense. There have been greater than 200 million ChatGPT customers as of June 2023, and there are seemingly much more as we speak. 

Nevertheless, solely a handful of these customers have discovered easy methods to impactfully use AI for content material creation (we’ve witnessed it first hand, and it’s a marvel). 

Everybody else is left competing in opposition to many extra content material creators, all of whom even have entry to instruments like ChatGPT. These identical individuals are additionally competing in opposition to the aforementioned elite content material creators who’ve found out easy methods to use AI to make nice content material, even higher.

So to sum up, extra individuals are creating content material than ever earlier than, and the top-tier creators who’ve found out easy methods to use AI are pulling away from the pack. 

Generative AI has unintentionally made creating participating content material more difficult than ever. 

Content material calendar woes usually stem from poor know-how

In 2023, preserving to a content material advertising schedule was the third best problem amongst our respondents.

Greater than a yr later, it’s nonetheless one of many largest challenges content material marketer’s face. Contemplate these stats:

  • 17% of entrepreneurs say they don’t also have a correct content material calendar.
  • 13.2% say they’ve a calendar, however wrestle to fulfill deadlines. 
  • One other 6% say they virtually by no means meet deadlines.

On the entire, solely about 28% of entrepreneurs are really settled into a powerful content material calendar routine.

Look, I get it. Sticking to a content material calendar will at all times be a problem. Advertising is about timing. That requires some extent of flexibility, which suggests posting priorities can change at a second’s discover. It’s necessary to be lifelike on this sense. 

However you possibly can—and will—simplify the administration of your content material calendar as a lot as humanly potential. Sadly, that’s not occurring, and this is the reason:

Spreadsheets? Bodily notebooks?

Your advertising deserves higher. 

Content material calendars are such a seemingly easy factor, and possibly that’s why individuals assume spreadsheets or an everyday Google Calendar are sufficient. Clearly, they aren’t. 

Some Parting Knowledge

I’ll shut out this text with two items of recommendation:

  1. On the subject of content material creation, solely about half your time needs to be spent doing the precise creation. The opposite half (or in all probability extra) needs to be spent determining how that content material will earn engagement. 
  2. Don’t sleep on the facility of content material advertising administration instruments. We, as entrepreneurs, typically focus so intently on the shiny new factor that’ll get us the largest outcomes, that we neglect in regards to the primary housekeeping stuff (like a correct content material calendar). 

This recommendation has serviced me properly, and hopefully it would do the identical for you.