
The ‘What’ and The ‘Why’
There is no such thing as an overnight content marketing success. Anyone who tells you otherwise is either overpromising or a one in a million exception.
Achieving content marketing success is like running a marathon, not a sprint. You need to prepare a long-term strategy that is sustainable, strategic, and results-oriented. According to the Content Marketing Institute, “62% of the most successful content marketers have a documented strategy vs. 16% of the least successful.” Content marketing success doesn’t happen by chance or magic. It takes a carefully thought out roadmap on how you’re planning to go from Point A to Point B.
Recommended Strategy
The following strategy is what we use at LeadsPanda as it gives a clear step-by-step roadmap to content marketing success. It recognizes not only the action steps needed but also the problems and challenges marketers face in each stage.
This strategy is composed of 4 stages with each stage having different sets of identifiers, content marketing status, and action steps.
PHASE 1. STRUGGLING
THE DROUGHT STAGE
You may or may not be in this stage, but most small business owners and content marketers who are not using any content marketing strategy previously would most likely be in this stage.
SYMPTOMS
NO TIME & NO RESULTS. Content marketers are frustrated and overwhelmed at this stage. They know the importance of creating high-quality content in their overall marketing strategy, but they are not sure where to find the time to create content.
CONTENT MARKETING STATUS
ACTION PLAN
There is nothing to be ashamed of if you believe you are in the Drought Stage of content marketing. The important thing is you recognize that you need to start from scratch and know that you are not stuck in this stage.
Here are the steps that you need to take in order to surpass this stage:
PHASE 2. SURVIVING
THE TRICKLE STAGE
Having a content marketing strategy and a content calendar are pretty basic elements of content marketing. If you have both but not seeing the results you want, you might be in the Trickle Stage of the content marketing success roadmap™.
SYMPTOMS
NO TIME, SOME RESULTS. You have an SEO strategy and content calendar in place, but you still feel that you don’t have enough time to create the content that you need. You’re seeing some results, which is enough to get you excited.
CONTENT MARKETING STATUS
ACTION PLAN
To move past the Trickle Stage and move up to the next stage of the content marketing success roadmap™, you need to do the following:
PHASE 3. THRIVING
THE FLOW STAGE
You’re seeing more positive results at this stage and regularly getting new leads from your lead magnets. However, you might not be converting these leads into actual paying customers.
SYMPTOMS
SOME TIME, MORE RESULTS. Since you’ve implemented some automation, you’re not as burdened to come up with new content. However, most of your content is educational in nature. You have no branded content and you don’t have a sales sequence in place.
CONTENT MARKETING STATUS
ACTION PLAN
The results you’re getting at this stage are already satisfying, but getting leads is not the end goal of content marketing. Below are the steps you need to take to reach the last stage of the content marketing success roadmap™:
PHASE 4. DRIVING
THE FLOOD STAGE
The final stage of the content marketing success roadmap™ and the pinnacle where you want to be.
SYMPTOMS
MORE TIME, MORE RESULTS. You’re producing high-quality content consistently. You are no longer scrambling for time because you have efficient systems in place. You are regarded as an expert in your industry and your content is part of your pride and legacy.
CONTENT MARKETING STATUS
ACTION PLAN
You are already successful as is, but there are a few things that you can do to build on your success:
IT WILL TAKE YOU 12 MONTHS ONWARD
TO COMPLETE THE ROADMAP
Looking at the bigger picture, this content marketing success roadmapTM may appear straightforward and short with only 4 stages, but it’s not. It can take you anywhere between 12 months and longer, depending on how strategic you will be about it. But the rewards waiting in the end are going to be worth it.