As much as you would hate hearing “It depends” as a response to “When can I see results of my content marketing”, the simple fact of the matter is that web marketers usually hate saying that even more. Sadly, it is usually the only true answer.
But if the queries won’t ease up until you get at least some ballpark estimate, then the answer is usually six to nine months. Naturally, there are always brands that can start seeing results before six times and other brands that will have to wait a bit longer than nine months. In short, it depends.
In a time when most people have grown used to instant results and gratification, this reply can be a difficult number to swallow. But as common wisdom usually states “Nothing worthwhile is ever easy.”
What Factors Can Impact the Time Between The Execution of Web Content Marketing and Its Results?
Two separate categories of variables can affect the timeline of your content marketing – those you can control and those that you can’t control.
What CAN I Control?
• The level of quality of your content
• The time and budget you will be willing to invest
• Your Marketing Goals
• Your web strategy
• How frequently you publish web content
• How you measure online success and failure
• How well you promote your web content
What CAN’T I Control?
• The market
• The local and world economy
• What your direct competition is doing
As you can see, while there are some factors you can’t ever govern, there is also a handful of things that you have real control over. To increase your success chances and to have a predictable timeline, you’ll need to create a plan for each element.
Here Is What You Can Do:
1. Choose concrete goals. Naturally, you’re free to use a number of industry standards as a starting point, but no company or brand is ever exactly like yours, which means that no company will ever have the same exact goals. Select the objectives that will make the most sense for your company.
2. Evaluate your marketing resources. You will have to be realistic about how much time and money you can dedicate to web content marketing. If you will need to outsource, then do it. Don’t attempt to bite more than you can chew.
3. Build your strategy. Once again, you are free to do some research and evaluate the best business practices, but your web strategy needs to be your own. What has worked for other brands won’t necessarily work for yours. Think carefully about your specific goals and resources.
4. Think about measurement criteria. Consider what will define a win for you and what will constitute a loss. Any vague measurements will make it pretty difficult to optimise your web campaign.
5. Choose your publishing frequence. Make sure you publish content often enough to keep your visitors interested, but not too frequently as to overwhelm them. Try to engage them but don’t make it too hard for them to keep up.
6. Get the word out. Even the most stellar content in the world won’t mean anything if there are no readers that know about it. Publish posts on social media, use the appropriate PPC campaigns where it’s necessary and create brand relationships with industry leaders who can promote your web content to their specific audiences.
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