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08 Apr 2013

How Long Does It Take for Content Marketing to Work?

How long does it take for content marketing to work

There are several people asking the same question: “How Long Does It Take for Content Marketing to Work?” In today’s video, Arnie Kuenn uses different studies to talk about the expectations behind content marketing and how to get ROI from your content.

Transcription

Hi. I’m Arnie Kuenn, and I’m here to answer a question we get asked a lot around here. How long does it take for content marketing to work? How long will it take for you to get that ROI from the efforts you put into creating awesome content?

Here are a couple of slides I want to show you. Both of them were studies done to show the increase in business’ focus on content marketing in 2013. In this particular survey by eMarketer, you can see content marketing rose right to the top compared to 2012 versus 2013. The investments are being made in content marketing.

This next slide shows an actual comparison of the percentages. From 2012 to 2013, the investment and the time spent producing content for websites is almost doubling.

What’s it really going to take to get that payoff? Well, this slide here shows you that both business-to-business and business-to-consumer companies with 100 to 200 pages will generate 2.5 times as many leads compared to those who have 50 pages or fewer. It gives you an idea of where you are with your website. If you’re far exceeding that, you have thousands of pages, well then you’re in a different league. But basically for small businesses, this is the target you want to have.

Companies that blog more than 15 times per month, we used to tell our clients that they really need to be looking at trying to blog or post new content on their website 3 to 4 times a week. This pretty much right there, 15 times a month for some new content. If you do that, you’re looking at generating five times as much traffic to your website compared to people who aren’t blogging or aren’t generating any kind of new content at all. That’s significant. That’s five times as much traffic.

How long will it take? To answer the question that’s being asked, this is looking at, if you look average those 15 blog posts per month, how many months will it take until your inbound leads start to really take off? If you look here, I know it might not be easy to see, but right between that six and nine month mark, things start to really zoom. This is the quantity of leads that are being generated from that content that you’re producing.

It’s going to feel weird at first. You’re going to just be writing articles. You’re not going to have quite as many responses and comments and subscribers and so on and so forth. But if you just keep at it, keep consistent, keep producing the content, you’ll see that in the six to nine month mark, things start to zoom for you.

What’s the impact of the total number of blog posts? This is now compared to traffic, not leads. But you can kind of see the same thing. It takes about getting to that 100, that 150 mark, and all of a sudden, you see things just starting to really zoom. Again, it’s kind of the same thing. You’re building a critical mass. You’re building followers, subscribers. People are commenting. You’re getting social signals. You’re learning how to produce better content. But it does take that kind of an effort.

So in the end, be patient. Keep at it. It will pay off.

I’m Arnie Kuenn, and thank you for watching.

Source of studies: Hubspot

1 Comment

  • Anne Haynes Apr 08, 2013

    I think I just barfed in my mouth a little. Arnie you were great, but this is going to take a toll on my clients. Especially the small business clients who don’t have resources write 20 times a month! With Google forcing these changes on businesses, it’s now mandatory all businesses have a full-time staff writer.