Content marketing can be one of the most effective strategies for organizations that want to build engaged audiences and garner long-term marketing wins, but the intricacies of content marketing can be intimidating, particularly if you're working with a small or underbudgeted team.
However, whether you're focused on building a content strategy, creating and distributing content, or measuring content performance, even one-person teams can successfully implement content marketing.
How? Setting expectations, contracting with outside help, and staying the course with your content strategy can help you achieve big content wins even with small teams.
1. Set expectations (and benchmarks)
Content marketing is ultimately a long-term strategy. Though some content can garner early brand-awareness and audience-building wins, you don't typically see the same immediate results or measurable returns that you would with pay-per-click advertising or email marketing, for example.
For small organizations that have limited brand awareness or audiences, content marketing can take 6-18 months to bear fruit. For these organizations, the key to creating big wins is to think months ahead and to set realistic performance expectations as part of their content strategy.
Start by assessing your current content marketing performance to create a benchmark for your ongoing efforts.
To collect insight on your website, mobile, and social channels, use Google Analytics, Simply Measured, Mixpanel, or other analytics platforms.