Most brands, businesses, and causes give up too early on content marketing. They give up just before they begin to see the results, and this is a tragedy.
Getting started takes a lot of effort.
It takes a lot of work to build a content system, do the research, and get things moving. Plus you have to figure in the the idea that you have to help multiple departments and divisions coordinate their activities. There is a lot of sweat equity expended along the way. You might as well stay in the game long enough to see the fruits of your labor.
Staying focused is the difficult part.
Because content marketers are cross-disciplinary people by nature (e.g. marketing, communications, technology, sales, etc.), it is not unusual for them to be pulled in a million different directions. The axiom is still true: “The shortest way between two points is a straight line.”
Not allowing your attention to be pulled away is difficult, but your share of time and mind should be reserved to invest in the places that will create the greatest return.
Giving up feels right, so don’t trust your gut.
We are kidding ourselves if we think the road to success always feels good. No endurance athlete I know would describe their sport as the absence of pain. In fact, the greatest athletes acquire a high tolerance for the pain associated with their sport. Content marketing isn’t always going to feel good. But if you do the right things consistently, it will eventually work for you.
Are you prepared to stay in the game long enough to make content marketing work for you? If not, it’s best not to start at all.
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