The Major Challenges of Content Marketing in Mainland: Advertising Week M&K’s Insights

Content marketing is an important and relevant discipline. Swiss marketing decision-makers agree on this. But the shoe pinches in three places when it comes to owned media.

editorial staff

March 21, 2023


Brand awareness, credibility, customer loyalty: content marketing has many advantages. With its own website, newsletter or social media, almost every brand becomes a media brand today. But keeping stories and channels flowing is complex. To find out where the shoe pinches in content marketing, Festland asked 51 marketing leaders about their pain points.

Result: The relevance of content marketing is undisputed in practice. Whether B2C or B2B, whether companies or agencies. None of the 51 marketing leaders surveyed questioned the discipline. Decision-makers are also confident when it comes to competitiveness and competence: only one in four people surveyed thinks that competitors have a better grip on their channels. And only one in five lacks the know-how in their own team to use all media.

The three big pain points

But there are still hurdles to be overcome: scarce resources, isolated channels, unclear effect – the respondents see these three points as the biggest pain points in content marketing.

  • Pain Point 1 – desire vs. effort

It would be important to use digital media more actively, but the resources are lacking: 49% of marketing leaders agree with this statement. One of the people interviewed put it in a nutshell: «In order to regularly generate good content, we have to involve our specialist departments. But they don’t have enough time.”

  • Pain Point 2 – Medium vs. Markenwelt

The channels are not networked enough, so that synergies remain unused: For 47% of the decision-makers, the lack of coordination is a clear shortcoming. This pain point is expressed in the following statement: “What is missing in content marketing is a clear structure and approach.”

  • Pain Point 3 – Efficiency vs. Effectiveness

The effect of content marketing cannot be assessed, or only poorly: 49% of marketing leaders want precise goals and measurable success values. In the words of one respondent: “How many deals does content marketing lead to? We have to be able to answer that question.”

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