Don’t expect quick results from your content marketing efforts

After committing to a steady content marketing strategy, it’s easy to get disappointed when those analytic numbers don’t immediately climb.

Several years ago when I first started blogging, I was so excited to check the analytics every day. I wanted to see what kind of results were generated the moment I hit “post.” And while any bit of traffic in those early days was pretty exciting, my commitment to the process lapsed when I didn’t see quick growth. 

Even today, I will sometimes find myself questioning whether anyone is paying attention. Then, I find myself having a conversation with someone who has read a post and found it helpful. And, that makes it all worth it.

If those conversations aren’t enough for you, I want to encourage you to check out post that Tim Ferriss recently penned on LinkedIn Pulse — A Few Thoughts on Content Creation, Monetization, and Strategy.

In the post, Tim answers a few questions from a follower, who wrote into him. This is the section that stands out to me and is a good reminder of the benefits executing a sustainable content marketing effort with quality, valuable information at the core.


Question

 
When working with brands, specifically big multinational brands, I often run into the mindset that volume and velocity are the most important aspect of content marketing. Yet, it seems to me that agility and ensuring the content is found, consumed, shared and acted upon – meaning that content leads to conversions of direct business value – are more important than simple speed. What is your rule of thumb as it relates to content that keeps you from being in the news business and so focused on specificity while allowing for flexibility in topics and responsiveness?
 

Tim’s response
 

 
You can’t outfox “Fox News”. Timely news-based content turns life (or business) into a keeping up with the Joneses nightmare. I focus on evergreen/useful content that is as valuable 6 months from now as it is the day it’s published. It might mean less immediate traffic, but it means sticky traffic and also Google traffic that will add up to monstrous traffic later. This all factors into conversion and sales, if that’s your priority.
— Tim Ferriss
 

I believe Tim’s approach should be the strategy that most manufacturers implement, which means instant results should not be expected. Instead, you should focus on developing content that answers your customers’ most common questions. While this approach doesn’t move the analytical needle quickly, it will help you grow your relationship with current customers and build trust with potential new ones. 

Play the long game.