Do You Have A Content Bottleneck?
Bottlenecks happen all the time in business. They are defined as “a point of congestion in a production system” when workloads arrive too quickly for the process to handle. Though most often associated with manufacturing and production, bottlenecks can occur in any area or department and in any industry – marketing is no exception.
Marketers are seeing these points of congestion today in the form of a content bottleneck. Content bottlenecks happen when the need or demand for content exceeds an organization’s ability to produce it.
Does this sound familiar to you?
How Does A Content Bottleneck Happen?
For better or for worse, content bottlenecks are a natural progression of content marketing. As your content marketing efforts grow, audiences expand and channels increase. As your business grows, new products and services are added and content marketing ideas flourish. And here comes the bottleneck: creating content that supports this growth and getting it out in front of the right audiences.
In some ways, there’s just too much. Too much opportunity. Too much to create. Too much to share. Too many people to reach. Technology has given content marketers huge opportunities to deliver content and even to personalize that content, but trying to do it all has marketing teams spread too thin, particularly if you’re a small or mid-sized business. There simply isn’t the staff or know-how to keep the content flowing unimpeded.
In other words, there aren’t enough resources to meet your content demands and you hit a bottleneck.
Common Content Bottlenecks
Content bottlenecks don’t only occur at the creation stage; they can happen at any stage of the content marketing process. Three of the most common points of content bottlenecks are:
- If you find yourself saying, “We need more content”, you’ve got a content creation bottleneck.
- If you find yourself saying, “We need better content”, you’ve got a content quality issue.
- If you find yourself saying, “We need to maximize the use of content that we already have”, you’ve got a coordination or distribution problem.
In many cases, you may be dealing with more than one of these issues or even all three!
Complicating matters is the need to personalize content to connect with consumers. We have loads of content channels to choose from now and plenty of tech resources to manage distribution. We also know more about our buyers than ever before. This is great for connecting with audiences you may never have been able to reach before, but it’s led to the formation of content bottlenecks, which is no longer limited to just delivery and distribution as it was in the past, but now also includes content development that is personalized to different buyers.
It’s easy for marketing professionals to become overwhelmed with everything that needs to be done. As a result, bottlenecks arise.
Breaking Through The Bottleneck
How can an organization break through the content bottleneck? It requires an honest examination of internal processes and resource allocation, a look at ways to make improvements, and a dedication to putting in the work that is necessary to make the needed changes.
We’ll get into the details of how to break through the bottleneck in the second part of this series, “Breaking Through the Content Bottleneck”!