Does Your Company Have the Patience for Content Marketing?

By John Sonnhalter, Rainmaker Journeyman at Sonnhalter

We live in a society that expects immediate gratification. This spills over into our business lives, and companies expect an immediate ROI on almost everything today — Content Marketing is no exception.

Some companies are putting more eggs in the content marketing basket and are expecting big results in a short period of time. The problem is, to build a loyal audience, it takes time. They need to get to know, like and trust you and that doesn’t happen overnight.

If you want immediate results, use traditional outbound tactics like direct mail to generate short-term activity.

Joe Pulizzi, Founder of Content Marketing Institute found in interviewing a number of entrepreneurs for his new book, Content Inc., that it took at least 15 months to grow a loyal audience.

This is no surprise for those of us who have been doing this for some time. For those that are trying to get a content program going they need to do some ground work to let management what to expect and when to expect it.

Joe offers some suggestions on getting in the game while you try to build a case for the BIG push.

  • Do a pilot program  choose a market category and put metrics like increases search engine ranking or number of leads that will demonstrate to the bean counters that it’s working.
  • Fear Factor – analyze your competition and make the case that your company is losing web visibility.
  • Find a sugar daddy – identify solutions to key pain points for your sales leaders and you may find that they not only will become your advocate, but may find funds short term to fund your efforts.

The bottom line is that it takes time, so be patient!

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