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Content Marketing Infinity

By Joe Pulizzi | Published: September 7, 2010

Last week, I chatted with a marketing executive at a small company about content marketing tactics.  This was his comment:

We’ve been blogging for three months but haven’t seen many results. When do we decide to stop and do something else?

So many times, marketers get into the content arena with great (and often realistic) aspirations, but their timetables are too short. When expected results don’t come in a few months, they ditch the program to advertise, call more customers, or any other demand generation activity they can think of.

It’s what I would call “resorting back to campaign mentality.”

In our latest Top 42 Blogs release, did you know that over 20 blogs just stopped blogging.  Just stopped. Unless they went out of business, there is no excuse for that.

I know it’s difficult. Marketing has trained us for years to run time-based campaigns that have catchy headlines, cool creative, and costly media.

Content marketing is not about a campaign.

The creation of relevant, valuable and compelling content delivered to your customers should never stop.

Repeat, it can never stop.  Don’t get me wrong, you continually evolve it based on the needs of your customers and changes in behavior, but delivering quality information to your customers (not sales information) means that you are trying to make a difference in their lives. Why would you stop that?

But to be honest, results take time. Most customers are skeptical when corporations begin to send them “essential and necessary information.”  They immediately try to figure out what the catch is.  When they find out there is no catch, and you are still delivering this life-altering information to them, your brand changes in their eyes.

You become their trusted solutions provider. You are not selling, you are helping. It’s easier to buy from a solutions provider – that’s the payoff!

When that threshold is passed, amazing things can happen.

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  • http://www.bretlsimmons.com Bret Simmons

    I hope people find this and take the time to read it, because it is spot on. So many people are looking for instant pudding, they want something for nothing. Excellence does not work that way. Well said.

  • http://blog.junta42.com Joe Pulizzi

    Thanks for the post Bret. Impatience is a content marketing killer. Sometimes marketers forget to act like humans and continue the conversation.

  • http://engage.tmgcustommedia.com andrew

    Great post, Joe. In addition, a continued investment of time into content shows that an organization is dedicated and in for the long-haul, not just trying to turn over some quick sales. I am always impressed when I visit a corporate blog and find archives dating back several years – especially if the posts are consistent throughout. It says to me that they aren’t just jumping on or off a trend, that they believe in sharing their voice and they are dedicated to providing it, regardless of how instant their gratification may be. That thought is what gets me motivated to keep writing, even if it doesn’t feel epic in the moment, I know that down the road I’ll be thankful that I kept the digital trail alive.

  • http://blog.junta42.com Joe Pulizzi

    Good point Andrew. Also, really like what you are doing on the Engage blog. Keep up the great work.

  • http://www.p-m.si Nenad

    Thank Joe (God – too much?) for this entry. So true. However, you say in your comment: “Sometimes marketers forget to act like humans and continue the conversation.” What I’ve been noticing many “progressive” marketers have a very hard time to persuade the senior management that content marketing may deliver great long-term results. I’ve heard many say, “I just give up.” I’ve even heard directors say, “I want results now. This is all bulshit,” and accept only work where their company is mentioned oh so many times. So, I think those marketers need some assistance too.

  • http://engage.tmgcustommedia.com andrew

    Thanks, Joe. Small, slow, and (hopefully) steady. If I was as consistent at writing as I am at reading, we’d be in good shape. But there’s always room for improvement. Sigh…

  • http://www.pokethebeehive.com Dan Hutson

    Hi Joe. If 20 of your top content marketing sites stopped blogging, then I humbly suggest they don’t belong on the list. Feel free to check out http://www.pokethebeehive.com. I’ll never stop!

  • http://blog.junta42.com Joe Pulizzi

    I believe you Dan. The ones that stopped blogging are gone!

  • http://s2eo.com Kim Kleeman

    Amen to this Joe! Many companies feel that content is a burden and a bother. In most cases, content is a true testament of any comapny’s dedication to their client base. Keeping content fresh, engaging and continual should be a top goal- and possibly something each organization should outsource.