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Why Content Marketing Is The Business Equivalent Of Working Out

The content marketing workout

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I had the great pleasure of speaking on a panel organised by Growth Hacking Asia last week. We had a fantastic session that ended with a barrage of questions. But it was only after the session concluded that this really interesting scenario was raised by a member of the audience as I was chugging down a desperately needed glass of water.

He was a content marketer himself, but his content just wasn’t performing as well as he’d hoped. After months of work, he didn’t feel that it was performing up to expectations, and gradually started paying less and less attention to it.

It’s a feeling I’m quite familiar with. Putting effort into something, not seeing results and quitting. No, I’m not talking about content, but my fitness regime. In a lot of ways working out has a lot of similarity to producing content.


content marketing workout
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Do you have to do it? No. But will it help you if you put in the time, effort and money? Yes it will. Change and results take time! You can’t expect to get a six pack overnight, and neither should you expect your content to do anything for you for the first few months or even years.

I have discussed this issue in a previous article, but I’ll touch on it again very briefly. Content is part of the long game, it takes time and work to establish a readership and influence. Unless, of course, you’re already a big name, but even then you’ll need time to develop a large readership on a new platform.

We’re giving up too easily on content just because the returns can’t be seen immediately. It’s short-sighted and the attitude needs to change. It’s understandable that small companies and startups might not necessarily have the manpower to produce a blog post or video every other day, but there are other things you could do. Short anecdotes on Facebook, some quality Instagram posts take lesser time, so use them.

Another source of content that  I feel is often overlooked are the weekly or daily trials and tribulations of running your business. Talking about how you received a complaint from a customer and how you fixed the problem and how that has influenced some of your design decisions makes for interesting content for people interested in your product. Not only does that show your audiences that you care, you also learn and delve deeper into your problems and provide a platform for investors to see what you’re made of. That’s a triple-win solution!

Having such diverse sources of content can help brands go a long way, but it’s creating content that matters to your audience that’s the key to achieving content marketing success. This means creating content that speaks to the needs, struggles, interests and heart of your audience. Actively seek to know your audience’s mindset and what makes them tick. When you do so, you will slowly, but surely, make an impact on your target customers and never lose sight of your brand vision: delivering the best service experience to your customer.

Content works, you just need to find the right form, narrative and channels that are best for the needs of your company’s outreach efforts. Additionally, strive to develop patience, consistency and proper promotion. Nurturing these traits will get you to where you want to be. Don’t be afraid of the workload and initial slow returns, take it from my trainer: “Better to suffer now than regret and experience suffering 10 times worse in the future.”