Content Marketing is Like Training to Run a Marathon
Dammit! I’ve always want to to run 26.2 miles, but I never did. But I’ve thought long and hard about what it would take to run those 26.2 miles. A lot of hard work and preparation. And now that I’m in my 50′s, I suspect the chance for Jeff Ogden to run a marathon has passed me by forever.
But this blog is about marketing and growing revenue in your business – and that takes great content. But what does it really take to create great content? I thought long and hard about that question. And I decided that content marketing is like training to run a marathon, including hard work and preparation.
How do your prepare to run a marathon?
Deciding to train for a marathon
The first step in running a marathon is deciding to do it. So to with content marketing. You simply have to make a decision to do it and commit to that decision.
Working Out a Training Regimen
It’s not a good idea to put on a pair of sneakers and start running. You need a plan. Maybe you need to start with short runs and extend it over time. By the same token, content marketing needs a plan. You don’t just start it and hope. A plan will help you lay out what needs to be done. In fact, content marketing really need to start using deep insights on buyers. This is why we highly recommend developing buyer personas before content marketing.
Enter a Race
You can train forever, but until you actually enter a race, you can never gauge your progress. By the same token, content marketing requires a major commitment too. Maybe you will enter an awards competition for your content. The key is to simply step up.
Running (and finishing) the Race
26.2 miles is a LONG way. It is an arduous and difficult journey. So is content marketing. You simply don’t give up after Mile 3, and content marketing means you stick it out for a long time. Content marketing is a race that never finishes.
The analogy in this blog post was learned from 5 Ways to Bond with Your Blog’s Audience, from Copyblogger. Check it out.
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What do you think of this analogy? Do you have anything to add or suggest anything I got wrong? We love to read your comments and appreciate those who share our blog posts on social media.
Jeff Ogden, the Fearless Competitor, is an award-winning marketing expert who has been trained in buyer personas by The Buyer Persona Institute. He’s also President of the sales lead generation company Find New Customers. He’s also the creator of the very popular TV on the Web show, Marketing Made Simple TV.