How Most People Think Content Marketing Works
The trouble with content marketing is that the vast majority of business people are looking for short term, quick fix type results. Business professionals like you, are hoping to be able to create a few well written articles or blog posts, to share these on their website and then as if by magic they expect to see a mass of target people all interested in the products and services of the business come to the website.
It gets worse, these otherwise sane business people expect that a reasonable number of people will have a sudden impulse to want to share this content around the Internet and that a good proportion of these audience members will be converted into paying customers.
I see this all of the time, business people write blog post after blog post, normally their best articles, hitting the submit button as often as they can until they burn out… and all the time hoping to see thousands of website visitors and some new sales within just a few short weeks.
How Content Marketing Really Works In the Real World
But of course that’s not how content marketing works at all. In the real world you will create your blog posts and you are more than likely to attract no extra visitors at all, or if your exceptionally lucky just a few people, who will read your blog posts. Of these readers you might even find a few that actually read all the way to the end of the article and leave thinking “that was good.:
In fact they will leave you website and forget everything about you and not think of you again.
If you continue to create content, they might stumble upon another one of your articles either via the search engines or perhaps via your content promotional activities on social media. If you are lucky they’ll recognize your branding and think “I’ve been here before and the content I found was great.”
That will be two great articles they will have read on your website now, but guess what, off they go again, impressed with your content but not particularly moved to do anything.
Once this happens a few more times, they’ll realize that you’re creating content about the things that matter to them, and they might leave a comment or bookmark your website in their favorites section. You’ll also get the odd few might subscribe to your newsletter, or start following you on Twitter or whatever your chosen social media platform is, so that they can keep abreast of new content that might interest them, only now will they also consider sharing your content to their audience.
Eventually there may come a time when this person or company needs someone to provide a service or product that your company provides… and because they know you, like you and trust you, they more often than not, turn to you to provide this service or product and give you the sale.
This is why content marketing is such a powerful marketing tool, it builds long term relationships, that establishes authority and sales automatically follow as a result of this.
However it’s a long term game and most definitely not a short term one.
Content marketing takes on average four to six months to start generating any sort of results and it takes over twelve months of continual work before your blog, that’s part of your website can even be considered as established… however once it is, the magic that offered by content marketing can really start to generate some amazing results.
In the above image you can see how at the start of content marketing there is no marked improvement with website traffic, and then after a few months of active content marketing visitor numbers start to climb and slowly climb up from there. You can also see what happens once the blog is considered established as traffic numbers jump again here and continue to climb.
The purpose of content is to tell a story that attracts and engages your audience, the purpose of marketing is to get your audience to do something and only when these come together, is this content marketing … Steve Cartwright
If you need help establishing your own content marketing solution, would like someone to work with you and provide you with a comprehensive marketing plan or perhaps you want someone to work with you and make it all happen for you, feel free to contact me. I’m currently ranked within the top ten content marketing influencers in the world… and I’ve learned my skills by actually doing and producing results…