While most marketers understand that creating content is key to ranking well, few understand that content marketing is a marathon , not a sprint.
Today, many people come to content marketing expecting to throw some money at it and see results in a few weeks. While this may sound like the ideal outcome, it’s far from realistic.
While content marketing is one of the most effective types of marketing in existence, success doesn’t happen overnight, and only the brands that understand that content marketing is a long-term approach will succeed.
Content Marketing by the Numbers
If content marketing isn’t instant, why do so many people flock to it?
The answer is simple: it works.
In a world where more than 200 million people are using ad blocking software, and virtually every television set allows us to skip commercials, it’s getting tougher and tougher for brands to reach clients. Luckily, content marketing offers what is practically the only surefire way to get into their heads and their pocketbooks.
While it’s true that consumers don’t want to interact with invasive, obnoxious ads on their screens, they do want value, and they want information.
Content marketing is successful because it gives them both of these things, and it doesn’t immediately ask for anything in return.
Instead of hard-selling clients or trying to force them into purchasing something in a kitschy, sleazy way, content marketing supplies people with relevant, informative, quality content on the topics they’re interested in learning.
In this way, it boosts conversions, encourages traffic (leaders in content marketing enjoy 7.8x more site traffic than non-leaders), and helps customers develop a real and lasting relationship with your brand.
If its success rate weren’t enough to make virtually everyone fall in love, content marketing is also drastically less expensive than traditional marketing. While it costs about 62% less than outbound marketing , it generates three times the leads.
As the years roll by, and the demand for quality content and minimal advertising continue to increase, it’s a safe bet that the popularity of content marketing will grow, as well.
How I’ve Learned that Great Content Takes Time
In 2015, I created and published a piece on 25 recommended copywriting books for my copywriting agency, Express Writers. I wrote it around several great long tail keywords on copywriting books, composed solid information, added high-quality links that ranked over 50 on the MozBar DA—as well as links back to our site.
Published originally in 2015, even though it was well-written, informative, and comprehensive, it was slow to take off. At the end of the day, the piece took seven months to rank #2 organically in Google for four long-tail keywords: