Successful Content Marketing: Avoiding Obstacles

Michael Cohn CEO, CompuKol Communications LLC

Posted on October 20th 2012

Successful Content Marketing: Avoiding Obstacles

Content marketing requires a great deal of effort if you are doing it properly. Remember, you get out of it what you put into it. Your online content marketing strategy is critical and streamlining it regularly helps you to succeed.

Whether you have had your online marketing strategy in place for a very long time or it is rather new to your business, it is important to look at it with a critical eye and to recognize when and where you can improve upon what you already have and learn how to recognize and avoid obstacles that can create kinks in your strategy. The following are some of the most common obstacles that business owners encounter:

  • Constantly coming up with new, fresh topics: It certainly isn’t the easiest thing in the universe to constantly come up with new topics about which to write, especially if you write frequently and on a regular basis. There are several ways in which you can approach the writing and coming up with new topics. First of all, it is very important that you pay attention to what other people are discussing online. This is a representation of the topics that interest people in your target audience. Of course, this doesn’t mean that you should copy exactly what other people are saying. You need to take the concepts and use words that are uniquely yours. Another excellent way to come up with fresh topics is through your discussions online with your readers. In many cases, they will tell you what they want to read about, whether by directly suggesting topics or by more indirect means, such as through some other aspect of the back-and forth interactions that are hopefully occurring among your readers. If you are able to do it, planning your content topics well in advance is a great way to never be at a loss. That sort of organization often takes the stress out of the writing. If you come to regard writing as fun, you will be inclined to want to do it more.
  • Organizing your content effectively: A critical part of your online marketing success is your organizational ability. If you are not capable of being organized and efficient, you won’t be able to really make a go of successfully marketing your content online. The first thing that you should do (and there are really no exceptions to this rule) is to use an editorial calendar. It is probable that your calendar may not look exactly the same as someone else’s calendar; however, the concept of using some sort of calendar is a critical one to the success of your business. It is extraordinarily important that you know exactly what you are writing and when you are writing it. Without a calendar, you are inviting chaos into your professional life and that is the last thing that you want or need. If you don’t want to create your calendar from scratch, there are several downloadable calendar templates from which you can choose. Additionally, there are many articles online that will explain which components you should have in your calendar. Help is only a click away.
  •  Maintain your writing focus: When it comes to writing content (whether it is online or print content), being productive is at the top of the priority list for all writers. You have been armed with online tools that no doubt help you to become productive and stay productive. If you feel that your current online tools are working for you and they allow you to stay organized and efficient, that is great. However, if you aren’t so satisfied with what you are using, you should be aware of the fact that you have other options when it comes to the mechanics of the writing. There are tools for you to use that will allow you to store your writing ideas online so that you can pull them up whenever you need them (a kind of indexing system) and there are also tools that will allow you to “talk” through your ideas by using an auditory function and thus avoiding being faced with a “blank page.”
  • Compartmentalizing the various aspects of your content: Depending on your own professional needs, compartmentalizing the various aspects of your content may be advantageous for your ultimate success. If that is the case, there are certain aspects of what you are writing that you can try to identify early on and thus avoid issues at a later point in time. First of all, it is essential that you keep a close watch on your workflow. If possible, you should try to identify where your bottlenecks might be and make sure that your process takes into consideration the possibility of those particular issues.
  • Creating a well-organized and intelligent repository: As a writer, you are probably well aware of the fact that ideas can come from so many different people, places and things. You can become inspired out of nowhere, which is wonderful! However, it is important to understand that if you don’t hold onto those ideas, you will lose them, which means that you are allowing some potentially incredible topics to slip through your fingers. What a waste that would be. You can create a file for ideas and store them or you can use any number of online tools that have been created specifically for that purpose.
  • Streamlining your process: After you have written your content and your next step is syndicating it to your various social media channels and groups within those channels, you can easily automate either some or all of the process. The more you can syndicate, the more you will have time to work on other valuable aspects of your business. Because of the volume of available content online, the sooner you get your content to your readers (as well as getting the content to as many readers as possible), the more you and your business will start to hold the position of top of mind for your readers.


“Content Is King” but once you are ready to share your wonderful content with other people, it is important for you to recognize the potential of obstacles that can get in the way of your success and do everything possible to get around them. You start with excellent-quality writing and reach the finish line in the most effective and most direct way possible. As was already discussed, you can draw inspiration from many different places. It is just a matter of what you do with that inspiration. If your communication technique is good enough, you won’t encounter obstacles that will stop you from doing what you want and need to do.

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Michael Cohn

CEO, CompuKol Communications LLC

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies. Mr. Cohn founded CompuKol Communications to help small businesses and Entrepreneur's distinguish themselves from their competition by building and boosting their visibility, exposure, reputation, trustworthiness, and credibility on the Internet.

CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity.

His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).

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Kent Ong
Posted on October 21st 2012 at 3:28AM

Thanks for the tips. I believe a successful content marketing need to differentiate from other competitors. E.g Linkedin has a new layout soon to launched, if we use the same content, analyze from the same angle, there is no differentiation no matter how good your wring skill is. We need to analyze from different angle.