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How long does it take content marketing work? An age-old question that isn’t often answered clearly. Because there are so many variables, it can be hard to say, “You will see results in X days or months.”
In this blog post, I am breaking down those variables.
First, let’s talk about whether or not content marketing even works. It is hard to measure after all!
Does content marketing work?
Done right, yes.
Any marketing activity or campaign must be tied to business goals. If you start “doing marketing” without any clear, specific goals in mind, it’s like jumping in your car and driving without a destination in mind. You’ll just … drive. And you’ll never arrive. (Ha – that rhymes!)
I blog to share my knowledge and ideas, generate content for email and social media, and boost my website’s search ranking. I use email marketing and LinkedIn to stay-top-of-mind with my audience. And I use the free resources on my website to generate leads.
Based on these criteria, I know my content marketing works.
This brings me to my next point:
Your goals don’t just vary by channel – like mine. They also vary by individual campaigns as well.
For example, our “B2B Guide for Small Business Blogging” is meant to generate new blogging clients, while our Breakthrough Marketing Package is aimed at attracting clients who want hire us to handle their blogging and email marketing.
The success of your content marketing also depends on your audience. Are you creating quality content they want or need?
Your answer might be, “I think so? I hope so!”
So let me ask you another way: Are you answering their questions?
If you are, then yes, you are creating the content your audience is looking for.
I’ve just been speaking in generalities, so let’s dive deeper and look at various content marketing activities or campaigns.
How long it takes for a new website to deliver ROI
New website content that is written for both humans (your target market) and robots (search engines) can result in more website traffic within the first three months. This is especially true if your old website wasn’t properly optimized for search in the first place.
It does take time for search engines to index the pages on your website. As people find your site – either through organic search or because you’re sending them there – search engines are next going to look to see if people are staying on your website and for how long.
These are signals that your content is good – you are sharing information that people are looking for. And it also tells search engines that your website has clear navigation, making it easy for people to find exactly what they need.
This creates a flywheel effect – more website visitors, more time on your website, better search ranking, more website visitors, etc.
How long it takes for a blog
A blog is part of your website, so much of what I just said applies to your blog.
Search engines LOVE seeing new content added to your website on a regular basis. As you continually add valuable new content, you will be rewarded.
For this reason, I tell my clients to give blogging at least six to 12 months (or more if you’re only blogging once a month).
Of course, you should be sending traffic to your blog (and therefore your website) as often as possible. When you post on social media, include links back to your website – like to a blog. When you send out an email, ditto!
How long it takes for social media marketing
Social media platforms are beasts that must be fed regularly to see results. You cannot post once a month and call it a day. You must post at least a few times a week – no matter which platform you’re using.
Social media platforms have their own algorithms, and like search engines, they boost content that people interact with. You need to continually grow your audience and engage with them. This requires that you search for and follow people, follow people back who follow you, and comment on their posts.
Yes, it’s a lot of work!
Like blogging, give social media at least six to 12 months.
How long it takes for email marketing
If you have a quality list, email marketing can deliver a much faster ROI.
Include some valuable information and maybe a special offer, and you can enjoy new leads and even sales with your very first email! But again, email marketing is a long game, and you need to be consistent with it.
Above I said that my goal with email is to stay top-of-mind. People are busy, and as much as I’d like to think I’m always on their mind, I’m not. I pop into their inbox once a month to say hi. And that’s all it takes.
One of the great things about email marketing is how easy it is to measure. People tend to read emails within 24 hours after they go out. A few days after sending an email, look at metrics and you’ll know whether or not it worked.
If it didn’t, no biggie. Back to the drawing board!
How long it takes for lead generation content
Lead generation tools like white papers and case studies can result in a quick uptick in new leads (assuming you do heavy promotions when you launch them). After that initial announcement, you can expect slow and steady lead generation after that (just keep promoting it!).
Note that you will get leads, but they may not convert right away. If they take the time to download a free resource on your website, they are showing they want to get to know you. They may need a few months to read more blog posts, follow you on social media, and conclude that you are the right person/company/brand for their needs.
If your goal with lead generation content is to rapidly increase sales, you may be disappointed. But if you just want to generate a steady stream of leads, great.
Content marketing is a long-term investment
The longer you invest in quality content, the more (and bigger) payoff you’ll see.
Related: The Lead Nurturing Strategy That Always Delivers Results