Preparing For The Content Marketing Marathon

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What Is The Content Marketing Marathon?

It is 2017, and almost every brand and business is engaging in at least some form of content marketing. And that can be a problem! With everyone doing it companies need to work hard and devote considerable resources to creating fresh, relevant content on an ongoing basis. We call it the Content Marketing Marathon. And just like athletes train and prepare for the big race businesses of any kind you need to be prepared for the content marketing marathon in order for your campaign to provide the results you need.

Google requires the creation of a ‘satisfactory amount of content‘ in order for your page to rank according to the Latest Google Algorithm Update. The satisfactory part will depend on your intended target audience and the message you want to convey. You do have some control over the frequency, however. As long as you publish engaging, relevant content on a regular ongoing basis your content marketing campaign is bound to succeed.


preparing for the content marketing marathon


Preparing For The Content Marketing Marathon

We look at running the content marketing marathon the same way an athlete prepares for a race. There are steps you need to take before, during, and after the race to make your content marketing strategy the best it can be.


Step 1 – Set Your Goals

Most marathon runners have a coach and a strategy, a reason for running, a plan and metrics for success. 43% of all companies now have a content executive in place, and establish their own strategy. You need to do the same.

Step 2 – Training

Runners spend months training for their event; you need to do the same for the content marketing marathon. Pick your topic, listen to your customers’ needs and establish an editorial calendar. Even better, cross train with different content formats and lengths. If you are not sure what your audience expects why not quiz them on SurveyMonkey?

Step 3 – Your Fans

Supporters are what keeps marathon runners going. Your supporters are your internal and external content marketing teams. Hire managers and writers, crowdsource internally, and tap into the power of freelancers and other external resources.

Step 4 – The Right Tools

Runners use sneakers and stop watches to help them cross the finish line. 56% of marketers use content marketing specific technology, such as a CMS like WordPress, a curation tool such as Storybase, and marketing automation tools such as SharpSpring.

Step 5 – Pace Yourself

Mike the most out of each mile you run in the content marketing marathon. In other words, get the most mileage out of a great piece of content before moving on to the next piece. Check out this Content Marketing Pyramid for more info on content reuse and repurposing.

Step 6 – Stay Hydrated

Keep a consistent flow of content by using curation. Just like water fuels marathon runners fresh content creation supports your content creation strategy. Our recommendation is a mix of 65% created, 25% curated, and 10% syndicated content.

Step 7 – Encourage Other Runners

Being a team player is a big part of the content marketing marathon. When you help out others around you, everyone wins. When curating content, stick to ethical best practices by annotating with your own insights and giving proper attribution to third-party sources.


running the content marketing marathon yourself


Running The Content Marketing Marathon Yourself

OK, now that you are aware of these content marketing facts it is time to prepare for them. Much of what we outlined above should be familiar to most content marketers. To help you get started you may want to brush up on your content marketing strategy for small business and 3 time-saving content marketing tips you must try today!

The big thing you need to understand is that content marketing takes time. It really is a marathon race instead of a quick sprint. For most small to mid-size businesses that is the biggest obstacle. If you fall into that category you most likely will need some outside resources:

  • A content strategist can help you create and document your content marketing strategy and determine your target audience
  • A copywriter or editor can help you define both your content strategy and develop an editorial calendar
  • A graphic designer or agency can help you create visual content like infographics
  • A professional photographer or studio can provide you with images of your location, staff, or products for your e-commerce site

If you are a bigger business with more resources you may want to do some of this in-house. Most likely you already have a sales and marketing person or team, so start there. If you can develop your own content marketing strategy and create at least some of the content in-house you will only need occasional outside help. In that case you may want to establish a relationship with a temp agency specializing in creative and marketing services, such as Creative Circle, Filter Digital, or VitaminT.


We Can Help You Run the Content Marketing Marathon

Of course, you can save yourself a lot of time and trouble and have us run the content marketing marathon for you. Our content strategists and copywriters can help you with your content strategy, creation and editing and our professional photographers and videographers are experts at visual storytelling. Our graphic designers are whizzes at creating infographics and icons ! Why not get started by requesting your free content marketing estimate?

And if you are still not sure about how the content marketing marathon will affect your business in 2017, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best way for your business to get content marketing benefits in the most time and cost-effective way. That is one of our specialties, after all!

Do you have anything to add to our content marketing marathon? Feel free to add your comments below so our audience can benefit as well, and grab our feed  so you don’t miss our next post! And feel free to share our content marketing marathon tips with your audience!

By Gregor Schmidt
Co-Founder / Creative Technologist

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