As we’ve already established, having enough stamina to overcome all of the complexities of content marketing is the number one reason brands aren’t already seeing wild success with content marketing. When it comes to seeing substantial results, it’s important to remember that content marketing is a marathon and not a sprint.
Content marketing is a systematic process
Content marketing is not hinged on inspiration. There’s a method to the madness. In order for a content marketing strategy to be effective, there needs to be a system order for it to be managed, monitored, and measured.
Content marketing is not necessarily efficient
Content marketing is about being effective, not efficient. For instance, it would be efficient to take one tweet and share it across every social media platform. However, that doesn’t necessarily mean it’s going to be effective. Content marketing isn’t about how fast, cheap, and often you can communicate to your audience, it’s about what you accomplish once you’ve gained their attention.
Content marketing requires dedication and time
Because content marketing is more of a marathon, it takes a lot longer than you might think to see results. Typically it takes six months before you start seeing results from the process and energy.
Content marketing, by its very definition, requires a steady input of content, yet most organizations don’t have the capacity, talent, or focus to author enough content to fuel the marketing engine on a consistent basis. Unfortunately, these are issues are also the primary reasons why many brands aren’t going to ever bother implementing a strategy, despite the benefits we’ve already shared.
However, by developing an efficient process that maximizes the time spent by the production team and minimizes the responsibilities of decision-makers or sales team, you can begin to reap the benefits and realize a positive return on your investment.
Can you identify with these three setbacks to content marketing? What are you doing to overcome them?