Are you giving your content marketing a chance to take hold?
Content marketing requires a change of mindset from pay and pray, price driven advertising.
All companies want sales. Sales lead to an obsession with the quick fix "sugar hit" that comes with a big bang, advertising sale promotion that immediately brings in revenue.
This is getting increasingly harder in today's world
In the old days, it was easy to buy a whole bunch of television slots and then you were able to bomb the network and get an immediate impact. But now, as the consumers fragment across many channels, this is hard to do. It is now hard to get to your audience quickly enough to get the big bang.
This comes at a time when traditional advertising interrupts your potential customer. Consumers don't like this anymore. They have become used to Google to getting the information they want in seconds on their smartphones.
By doing this, you are providing them with information to assist their daily way of life, both at home and in business.
So when is the right time to leverage your content marketing efforts into revenue and ROI?
Content marketing needs time, so the question is are you in content marketing for the long game?
How long is enough? How much time should you give for your content marketing to take a hold? Learning from Joe Pulizzi, who is a world leader on content marketing, he recommended 12 to 18 months as a minimum.
Joe has an outstanding podcast called Content Inc and is a guest speaker and author of four books. Joe recommends that a minimum of 12 months is needed to establish an audience.
In his case, he has been creating content since 2007, and it took three years to gather significant momentum. Once the momentum starts though it does not stop, it just gets bigger.Time goes fast. Content marketing takes time but have faith.The great benefit of content marketing is that you are typically using tools that have longevity. Web pages, podcasts and videos stay on the internet and are relevant today, tomorrow as well as next year, and the years to come.
This is in contrast to interruptive advertising that is very much a pay and pray model. You hope that you get traction the minute after a commercial is run.
Are you giving your content the time?
Play the long game, don't chase sales quickly. Provide content that aids your user. Make them your friend, make your business valuable to them.
Adam Steinhardt The Kingdom Chief Executive Officer. After 14 years as a pole vaulter, representing Australia, Adam was the founder and Managing Director of Next Byte - Australia's largest Apple Reseller back in 1995. After ten years in the business, he sold out and in 2009 founded The Kingdom. As Managing Director, he is the head of the HubSpot Inbound strategy, creative direction, account management and making sure that your business profits by using our services. Adam is Inbound, HubSpot and Partner Certified by HubSpot. In September 2015 The Kingdom was presented the HubSpot International Partner of the Year award, and International Rookie of the Year Award. You can find Adam Steinhardt on Facebook Twitter Google Plus LinkedIn this website