You’ve put up your first piece of content. Then another, and another. Week after week, you start churning out blog posts, creating content plans, and working on boosting your promotion. You’ve got a blog full of interesting and engaging posts. You’ve got social media content and video marketing. But you’re not sure if you see any benefits. You start even to wonder, does content marketing work?

Does content marketing work?

It can be frustrating to see such lackluster results when putting so much effort into strategy, production, and promotion. We want instant success – especially when it comes to paid advertising.

But, contrary to everyone’s wishes, content marketing is a long-term strategy. Nor is it even about the instant sales like paid advertisements. Content marketing is about becoming the authority in your niche – the first point of call to customers and searchers. It’s hard to measure that success.

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How Long Does Content Marketing Take to Work?

In this article, we’re going to ask, does content marketing work? And if so, how does content marketing work, and how long will it take?

Does content marketing work?

Yes! Content marketing is a highly effective strategy to build a firm foundation for an online business. In fact, over 90 percent of B2B marketers and 86 percent of B2C marketers use content marketing. Even more impressive, a blog generates 67 percent more leads for businesses with one than without.

So, content marketing works phenomenally … it just takes time.

Recommended services: Local SEOEnterprise SEOeCommerce MarketingGoogle PPC Ads, & Content Marketing.

How to monitor content marketing success

It all depends on the metrics you’re using to measure success. For example, what’s better:

  • Ranking #1 for a keyword in multiple search engines
  • Increase organic traffic to your site
  • High blog post engagement
  • Significant social media activity

What’s success? Is it all of them or only some of them? In truth, the success of content marketing probably comes down to two things: increased website traffic and more leads or signups. That’s where the money is.

Traffic means you have a higher chance of conversions. Getting people onto the site is half the battle, though. And that’s what traffic measures.

Related blogs: How to Use H1, H2 & H3 Header Tags for SEO and What is the Average Google Click Through Rate by Rankings?

Leads, on the other hand, are the actual customers purchasing a product or service. That’s the ultimate goal.

Using these metrics can help you stay focused when producing content. Look for topics or keywords that most generate traffic and leads, and then integrate them into your content management strategy.

More broadly, your timeline for success is also dependent on:

  • Your business model
  • You content strategy
  • Your industry
  • Your perception of success

Either way, don’t go in expecting quick results. Most people start to see significant changes within six to nine months.

How does content marketing work?

Now you know what content marketing is. But how does it work? Content marketing is the continuous creation of online media like blog posts, guides, videos, and how-tos to boost interest in your products or services. It’s the key to search engine optimization (SEO).

By integrating keywords into content, you will be promoted when a searcher enters that word/phrase. But your content also needs to be high-quality and helpful. Google, in particular, looks for content where users spent longer and which was trusted by other high-quality websites.

Related blogs: How to Create Content with Google Keyword Planner and How to Get Your Products in Google Shopping.

For example, if you sold furniture, you might create a blog post about “how to look after wooden furniture.” It’s not a product. Nor is it directly selling your products. Instead, it informs the users and creates brand recognition. Then, when they need furniture, you’re the site they think of. That being said…content marketing comes in all shapes and sizes.

Types of Content Marketing:

  • Blog Posts:

    • Blog posts are one of the most popular forms of content. Writing about interesting or helpful topics will drive traffic to your site. Then, your site structure should funnel people towards the product. It’s less of a hard sell than a subtle nudge.
  • Guides:

    • Guides are typically in-depth articles providing a deeper look into a subject. It may explain how to do something or contain all the key information someone would need to know.
  • Videos:

    • Videos are an increasingly popular form of content. Platforms like YouTube also let you embed videos into web pages – meaning it’s a quick and effective form of content marketing.
  • On-page SEO:

    • On-page SEO is the actual content of your website. You can even integrate and optimize your website’s copy to include keywords and other critical information.
  • Infographics:

    • Infographics are brief visual data graphs breaking down complex topics into bite-sized form. It’s a useful way to make statistics easier to understand.

How do you know if your content marketing works?

We’ve already discussed the importance of traffic and leads. They’re the lifeblood of any successful eCommerce website. Traffic is the customers in your store, and leads are the buyers at the till.

They’re the only two metrics that really matter – particularly in content marketing. In contrast, paid ads also involve analyzing the click-through rate or conversion ratio. Content marketing keeps things simple. To truly make a success, though, define clear goals.

Is success every extra dollar? Is it a certain level of traffic or leads? Are you successful if you receive more social media shares? And how does your idea of success change over time?

Related blogs: Questions to Ask Before Hiring an SEO Agency and 8 Strategies for Effective Call Only Ads on Google.

It’s all too easy to change the goalposts as you go. Instead, start with clear goals to measure your progress over time. It’ll also give you a barometer by which you can adapt your content strategy. But make tweaks over weeks or months – as that’s how long you’ll need to start seeing results.

Most of all: be patient! Content marketing is hard work. It needs you to show up week after week, creating and promoting new content. But the results are worth it. More traffic means more leads means more sales. After all, there’s no shortcut to success.

Do you need help making your content marketing work? Contact Clicta Digital today to speak with a content marketing specialist! We’ll strategize and execute your content marketing strategy so you can focus on growing your business. Click here for a free consultation!