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Content marketing is an essential part of any business, albeit often overlooked by many. Of course, everyone understands the importance of creating engaging content and promoting it through the right channels; however, many organizations, especially in the pharmaceutical sector, hesitate which path to follow when creating a successful content strategy. The truth is that modern marketing requires a lot more attention and effort than ever before, mainly due to the unique content marketing challenges posed by today’s industry trends.
In pharma, marketers face challenges stemming not only from the nature of the industry itself but also from the current direction and demands of content marketing. Here are the 14 biggest content marketing challenges right now:
According to a survey by The Center for Data Ethics and Innovation in the UK, people are starting to develop a more pessimistic views on AI and its role in society. Many worry about the safety of data, human de-skilling, job displacement, and other concerns raised by the use of AI.
In pharma marketing, AI has become widely used to create or edit content. This raises another question, in addition to other considerations: Does AI kill creativity? Many are concerned that the more content creators use AI, the less creative their content becomes. Artificial intelligence, in its current state, is very limited in terms of creativity. It mostly replicates the already existing content, which is why many agree that content starts to feel the same when AI is heavily used.
Solution: AI should amplify your work and not replace it. As everyone has already seen, AI doesn’t have the power to create truly insightful blog posts and captivating content marketing campaigns just by itself. Use it to enhance your strengths instead of delegating most of the content creation to it.
“Hey, Google” are the two words that are slowly becoming more popular than any other phrase on the internet. And the most notable part is that these words are not even typed out—they are voiced by online users. Millions of people worldwide now heavily rely on voice search, and with that, social media promotion takes a completely different turn. Traditional marketing strategies don’t work the way they used to, and million-dollar campaigns sometimes go unnoticed just because of a simple feature
Solution: Voice search is a lot more than just a trend, and it’s high time we embrace it. High-quality, easy-to-read content prevails over nice metaphors and poetic stories. Of course, beautiful storytelling is still an important part of any successful content marketing strategy, but if your goal is to get as many clicks on Google as possible, it’s best to adapt your content for voice search optimization.
Virtual and augmented reality is a relatively new technology that started making its way into content development not so long ago. Because of that, many just don’t understand why they need it and how they can use it. Some marketers feel like the price for possible success is too high, and there is a chance that the campaign that heavily relies on AR and VR might fail, and all the resources, money, and time that were invested in it would just be wasted.
Solution: Consider how the use of AR and VR can align with the brand’s goals, audience preferences, and vision. Content marketers can use these technologies in myriad ways to build engaging campaigns. Virtual concerts, tours, presentations, films, and other formats are great examples of using VR and AR to build memorable experiences.
Cookiepocalypse is happening. Well, maybe not right now, but in the not-too-distant future, that’s for sure, and it will result in additional content marketing challenges we all ought to prepare for. Nobody knows when, as Google decided to no longer proceed with the plan to “kill” third-party cookies. Even though the project to remove cookies is no longer in the works, it’s likely that their end is still nearing, as more people are becoming concerned with consenting to just blindly sharing data with other businesses.
Solution: The current third-party cookies situation leaves many marketers with the following question: How can we tackle our content marketing challenges without such an important element as cookies? As the internet advances into the new era, keeping up with the trends is important. Consider investing in methods for collecting and analyzing first-party data and other consent-based tracking solutions that value users’ privacy.
In 2024, the number of social media users totaled 5 billion. In 2028, this number is projected to grow to 6 billion. If you want your brand to become more popular, having a social media presence is a must—everyone knows that. But what do you do with the constant growth of social media platforms? Half a decade back, having a Facebook page seemed sufficient. Now, most brands manage 5-6 platforms that require regular posting and interacting with customers.
Solution: Social media is slowly becoming interconnected, which might increase the need for more interconnected customer experiences as well. Consider improving your content strategy with the help of omnichannel marketing and other methods that can assist in creating a seamless buyer journey.
According to some estimates, around 402.74 million terabytes of data are created every day. Of course, not all of it is something new, as data creation could also mean copies, reworks, and other data formats that aren’t necessarily created from scratch. Still, sometimes, it feels like the internet is flooded with content of all types, and standing out becomes an unattainable goal.
Solution: Before you jump right into creating content, think about its goal first. What are you aiming to achieve with your content? Is it generating leads? Or increasing brand awareness? Weigh all the factors before the next steps, as it determines the content types you will be creating, as well as the topics you’ll cover. Knowing the purpose behind your content marketing efforts will help you understand how to deliver more value to your customers through the content you offer, ultimately helping to reduce content saturation in the world today.
Due to the rising popularity of video content on social media, video marketing’s importance has grown over the past few years. Online users spend hours every day watching videos on YouTube, Instagram, and TikTok, which resulted in many brands switching to video marketing and promoting their offerings through this content format.
Solution: Videos are not only an interesting and engaging type of content but also a potent content marketing stepping stone for an engaging buyer journey. Adding them to your content marketing strategy can be a great idea; however, don’t do it just for the sake of it; study the market first, learn more about what your average client consumes, and produce videos based on this knowledge.
As the world of content marketing evolves, it becomes harder to measure the success of your efforts. Now, most marketing campaigns have become multidimensional, meaning that more than one important factor determines their success. It’s not enough to just reach the right audience and craft compelling content; it takes a lot more than that to create a satisfying user experience.
Solution: Consider using the SMART method to set effective and realistic goals. SMART stands for specific, measurable, achievable, relevant, and time-based. Every time you write objectives for your content marketing strategy, use this criteria to evaluable each goal.
Gen-Z has a 1.3-seconds attention span when it comes to ads. Some older generations pay a little bit more attention to promotions, but the amount of time given to them is rarely more than just a couple of seconds. Right now, it’s harder than ever to win over potential customers. Even high-quality content doesn’t always get the engagement it deserves. Ensuring that your target audience notices you have turned into a constant race, where thousands of brands compete for consumers’ attention.
Solution: Create a consumer-focused culture inside your organization, but do not forget to create your identity as well. Most companies that get recognized easily and are loved by many have a unique brand identity that helps them stand out from the crowd. Create visuals that align with your company’s vision and goals, apply this visual identity across all platforms your brand is present on, and stay consistent with your messaging and storytelling.
In the pharmaceutical industry, the consumer’s demand for personalized content has drastically increased, with the recent pandemic turning the tide and forcing most businesses to focus on producing content that is better adjusted to their needs. Customer experience is changing, and as we’ve already seen and experienced, pharma leaders and companies all over the world are learning to adjust to the new reality. 71% of consumers expect personalized interactions from companies, with 76% being frustrated when those interactions do not happen.
Solution: Of course, it’s going to be very difficult to personalize content for each customer, especially if your company has insufficient resources to allocate to personalization. No worries, there is a solution, and even more than one. Consider creating different buyer personas based on information about your target audience and using those to produce content that’s aligned with the consumers’ needs and beliefs.
The regulatory landscape is constantly changing, and with rapidly evolving technologies like artificial intelligence or virtual reality, it’s important to ensure that the content you publish is safe to consume and doesn’t cross anybody’s boundaries. Even just simply using ChatGPT to write your content could break some major rules if done irresponsibly,
Solution: Stay up-to-date with regulatory changes relevant to your business. To do this, you can subscribe to news portals, social media pages, and other different platforms that offer regular updates on new laws and regulations. Another thing you can do is get support from a legal advisor, preferably on a regular basis. This person can oversee compliance within your organization, ensuring that all workflows and processes adhere to current laws.
Niche or micro-influencers sometimes have a lot more impact than popular bloggers. Micro-influencers tend to have better connections with their audience, as they listen to their wishes more and offer very specific content that might be hard to find since not many digital creators focus on very niche topics. According to research, 82% of consumers are very likely to listen to the advice given by micro-influencers; on the contrary, 73% are ready to follow a recommendation from an average person.
Solution: Consider searching for niche influencers before working with bigger content creators. Who knows, maybe there is a blogger whose ideas and content align with yours, which could result in a fruitful collaboration for both sides.
Almost everyone who has a phone, a laptop, or any other device that connects to the Internet consumes content in one form or another. The growing demand for content forces many brands to change their approach to marketing and use completely different strategies for creating and publishing content. Many marketers focus on producing content consistently instead of investing time and resources into maintaining high quality.
Solution: It’s okay not to fill your publishing schedule with everyday posts and articles. Instead, it’s best to shift focus to producing evergreen content that stays valuable and relevant over the years. Even though it’s possible that your marketing efforts might get less traction initially, high-quality content is guaranteed to increase brand loyalty and strengthen audience engagement.
Most people use multiple online platforms, often simultaneously. The day of an average person starts with scrolling through news portals, reading emails, and checking social media, and ends with doomscrolling on TikTok and browsing through Instagram stories. Regardless of what media channel a person uses, it’s likely there is more than one.
Solution: By centralizing your efforts, you can produce content more efficiently and consistently, which is guaranteed to lead to better content ROI, improved content quality, and stronger customer engagement. Use tools like content management platforms and advanced technologies like AI-powered auto-tagging to simplify the process of creating, managing, and distributing content.
At first, tackling all of the common content marketing challenges seems impossible. However, creating engaging content and providing your customers with a more satisfying user experience is a much more manageable task if you break it down into smaller parts. Set clear goals, consider different metrics when measuring the success of your campaigns, and create various content types to keep your audience engaged across all platforms and channels.
If you’re looking for a solution to a content marketing challenge you’re currently facing, look no further—the Viseven team is here to help. Contact us right now to schedule a free consultation with our experts.
