Why don’t marketers have confidence in their content strategy?

Why don’t marketers have confidence in their content strategy?

Every day, marketers bombard their audiences with various types of Content Strategycontent. However, a staggering number of them don’t have confidence in their content strategy.

Creating content is a full-time job. If you don’t have a clear direction to go in, you might get lost in the quagmire that is the world wide web. But don’t worry. We’re here to help you back to solid ground — here’s what you can do to build your confidence back up to where it belongs.

The content confidence conundrum

Most content marketers produce content at a phenomenal rate — 60% of marketers create at least one piece of content each day. However, when you compare this to how much content is created every minute, it is no surprise that many feel that their efforts are fruitless and ineffective.


When looking at the cold hard numbers regarding content creation, a content marketer’s lack of confidence may seem justified. It’s incredibly hard to make content that stands out against this sea of online activity, but if you do it your rewards will be insurmountable.

The truth of the matter is that creating effective, punchy and engaging content is hard work that requires time, energy and dedication. Sometimes you might need a little help to get you on your way. We suggest finding a team of professionals who know your industry and can help you create the right strategy for your business and generate content that performs.

Content marketing strategy vs content strategy

The Content Marketing Institute (CMI) states that a content marketing strategy and a content strategy are very different things. We agree, and believe that you need both to successfully generate content that you can have confidence in.

  • Content marketing strategy: Content marketers draw and develop the larger story that an organisation tells. They focus on ways to engage an audience, using content to drive profitable behaviors.

  • Content strategy: On the other hand, content strategy delves deeper into (in Kristina Halvorson’s words) the “creation, publication, and governance of useful, usable content.” As The Content Wrangler, Scott Abel, says, content strategy helps you manage content as a business asset.

    *Quotes provided by Content Marketing Institute.

Here we’ll focus on the content strategy, but remember that having a core content marketing strategy statement is key to creating consistent engaging content. Both are integral parts of content marketing practice, and are only effective when deployed together.

Creating the perfect content strategy

There is no ‘one size fits all’ content strategy. It must be built around your team and your organisation. There is no point saying you’re going to publish 15 pieces of content a day if you only have one person to produce it — make a realistic judgement about your abilities and create a strategy that coincides with this.

Each piece of content in your strategy must have a plan for its message, creation and distribution. Without this, your pieces will simply fall by the wayside, ignored by all of your potential followers.

Your team of dedicated content marketing professionals should provide you with a documented content strategy that you can refer to at any point; the CMI believes that 60% of the most effective B2C marketers use a documented strategy, so don’t get left behind!

After implementing your strategy, you should monitor its performance. Otherwise how else will you know if it’s working? Create a content inventory that lists each piece of content across your channels, then audit their success over a short period of time. This audit will tell you which content is working (and which isn’t) so you can create more of what works and use this information in future content strategies.

By being able to see a significant increase in traffic, leads or sales, your content marketing team’s confidence levels will begin to soar.

Creating great content

Did you know that a staggering 65% of marketers feel that they don’t know what good content is?

It’s no surprise they lack confidence in their work if this is true! Your content marketing team can help you identify what is great content and tell you how to create it. Three simple things to keep in mind when aspiring for better content are:

  1. Relevant — make sure your piece is relevant to your audience
  2. Resonant — create pieces that stick with your audience and inspire them to share
  3. Different — give your pieces an element that will help them stand out. This could be a snazzy graphic, a video or even just an eloquent anecdote or two.

Once you identify what good content is, it’s still hard to create it. Work with your marketing team to build a solid bank of content you can rely on. Then get to work on promoting it across your social media channels.

So there you have it. Some content marketers lack confidence in their work because they don’t quite understand it, some don’t have the resources to facilitate a stream of steady content and others just don’t have a clear direction. Use this page to help you reach your full content marketing potential.