Content Marketing – How the Total Lack of Understanding Hurts Some Companies

As this image from the Kapost/Eloqua ebook on the ROI of Content Marketing shows, Content Marketing dramatically outperforms paid search, but only if a company is willing to invest and be patient. Sales lead generation takes time, plain and simple.

Case in point, the data security firm that worked with Find New Customers, Protegrity, made no investment in content marketing and had no patience. They created one lonely eBook (written by Jeff Ogden of sales lead generation company Find New Customers) and stopped.  It didn’t work. Their expensive and very good marketing automation platform, Marketo, went nowhere.

As you see from this research, content marketing generates nothing until you’ve been doing it for six months. And it finally outperforms paid search in month 19. But are CEOs will to invest over 1 1/2 years? Content marketing is a lot like investing – going for short term gains is a loser strategy – just like the rapid buying and selling of stocks.

Bottom line: If your company is unwilling to invest and stay the course for 24 months, update your resume and head for the hills.


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