Content marketing is more like a marathon than a sprint

Author: Philippa Lowe
Published: 7th January, 2020

Content marketing is more like a marathon than a sprint

Signing up for a marathon is no small commitment — you’re signing yourself up for the training, the actual race and then the recovery. No one takes it lightly — or at least they shouldn’t. Content marketing is actually quite a bit like a marathon and yet too many organisations are stumbling at the starting line because of a lack of forethought. 

How can content marketing be anything like a marathon? 

You need to make the commitment. 

42.2 kilometres is no small distance. You need to know what you’re getting yourself into when it comes to a race that length. It’s the same with content marketing. Using content to grow your business is like chipping away slowly at your audience, bringing them in one by one. It’s not supposed to be a fast process, it’s supposed to create enduring customer relationships based on trust. 

If you don’t know what you’re signing up for, you’re going to get a rude shock. Know what you’re getting into and consciously make the commitment to growing your business through content marketing. 

You can’t go in unprepared 

Surprise party idea: get the birthday girl/boy to run a marathon. If that’s ever happened to you, we’d love to hear about it, although it’s unlikely you’ll have survived. You need to train for weeks, months, sometimes even years depending on your fitness beforehand. You also can’t show up without the right shoes, clothes or mindset. 

Of course, content marketing is nowhere near as physically gruelling, but it does require you to have a plan in place before you begin. Know your goals, have the right tools, people and other resources on hand so that you aren’t floundering week to week. It’s a long road, content marketing, so you need to be ready. 

Success doesn’t come instantly 

A lot of people would prefer a quick sprint than undergoing a marathon. It’s because they can see the end in sight and it doesn’t require as much training. But, like with anything, the more you invest in something, the more satisfaction you get when you succeed. Whether that’s time, energy or sore muscles, the result is the same. 

Fractl tells us that it can take up to 6 months to see any results from content marketing. Of course, there is every chance that you will see results quicker but the very nature of content marketing is that it’s a slow burn. It takes patience, commitment and endurance, just like the preparation and running of a marathon. 

Don’t let yourself fall down halfway. Be prepared for the content marketing you have ahead of you. 

Don’t know how to get content fit? Incredible Communications can help. Email us at or call 0414 711 107.