Content Marketing: The Struggle is Real

At times, it can feel like you’re swimming against the current; trying to push your content marketing efforts forward, only to be met with resistance. Other times, it can be a struggle to maintain your position and define your role when your superiors utilize your skills for copy writing instead of content marketing. Several companies jumped on the bandwagon when content marketing first entered the scene, but they lacked the patience necessary for it to be successful. It takes time to start seeing the benefits of content marketing — but when you do see results, it’ll blow you away.

There is no better example than Red Bull. The company’s media house set the goal of becoming independently profitable – with content so good they could sell it. This “forced” Red Bull to create content that people loved. That content helped Red Bull build an unbeatable reputation and dominate the crowded energy drink market. But I could go on about Red Bull’s success in content marketing forever….(seriously, if you haven’t read about their content empire, you need to check it out).

Several other businesses have achieve success with content marketing. Zagg, an online retailer of mobile accessories, earns 172% ROI and 10% of the company’s website traffic through their blog. Publishing 25 to 35 posts each week, the company’s three writers are tasked with producing content that is shareable, popular, and promotes the company’s product range. Oh, and 60% of their blog traffic is from new users – not too shabby at all.

Meanwhile, a B2B company called SunGard, which provides IT operations support, hit it out of the park with their video series by injecting humour into educational content on pain points and industry trends. By analyzing their audience’s content consumption patters, SunGard was able to map out a campaign that promoted their content across multiple touch points via email, social media, and paid media. The result of their efforts? Over 3,000 leads generated in 3 days! And that’s not all – they also saw email clicks and click open rates that were 2-3 times the average AND the CTAs to download a whitepaper at the end of the videos had a 87.4% click-through rate.

Did these companies achieve this type of success over night? No. It took a lot of time and resources. But each of these companies started from somewhere. Content marketing only recently became popular (though it’s arguably been around for a really long time, but that’s another blog post). So my advice to you is to always remember:

Content Quote

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One thought on “Content Marketing: The Struggle is Real

  1. Great post and a struggle a lot of companies face. I’d love to see the follow-up post – just how do you get a company to commit to a longer-term strategy when when they also need short-term results? I imagine this is a universal issue across all industries.

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