Content marketing is a long-term strategy. It won’t happen overnight, but it will happen. Expect to see results around the six-month mark for both on-site and off-site campaigns.
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Successful people are impatient. When we're driven by results we want things to happen fast. And we tend to set unrealistic expectations for ourselves, our teams and the actions we're taking.
When it comes to content marketing, this is even worse. Because it's marketing and marketing is historically a lot about campaigns and ads, i.e. programs you can initiate quite quickly. Digital marketing made things even worse. Google created the expectation that anyone can become a marketer and start spending $50 worth of AdWords to be successful. Facebook encourages you to boost a post in a few clicks with an underlying viral reach promise.
The truth is that content marketing takes time. Not a deal-breaker, 5-year down the road type of time. But at least some months.
As these case studies by Fractl, a content marketing agency, show, there are huge benefits you can build with content marketing. Tangible ones too - not just fuzzy and unmeasurable results. Solid business KPIs like lead generation will be significantly improved by content marketing.
But in months - not in weeks.