You’ve been publishing blog posts, sharing updates on social, and maybe even firing off a few newsletters for the last few months, but how do you really know that your content’s working? Clients ask us this all the time.
It’s a fair question, and while we always stress that content marketing is a long-term strategy (think six to 12 months before you see substantial business outcomes) there are early indicators, or what we like to call “green shoots,” that hint your efforts are starting to resonate.
It takes time to build a loyal audience
Widely recognised as the godfather of content marketing, Joe Pulizzi emphasises patience: “It takes time to build a loyal audience. If you look at how most businesses are creating content… they try to extract value from that lead immediately, which is not the right way to do it.” Although he was talking to Chris Hamilton on LinkedIn a while ago, his advice still stands. You need to be delivering valuable content consistently for six-12 months to genuinely build an audience.
And he’s not alone in this thinking. A range of studies from other marketing agencies back his advice up:
- Most businesses start seeing early engagement signs like traffic and social buzz within three to six months of consistent effort, says Michael Brenner from Marketing Insider Group.
- More tangible outcomes like lead generation and conversions often take six to 12 months, depending on your industry and how well your content aligns with customer needs.
- For longer-term ROI and authority building, you’re looking at a 12 to 24-month horizon.
The first green shoots to look out for
So what should you be looking out for? First up is audience engagement. Check to see if your content is sparking conversations, social shares, or thoughtful comments. These are all signs your audience is genuinely interested. As content marketing authority Rebecca Lieb points out, qualitative feedback like “comments, direct messages, and customer testimonials” are fantastic indicators that your content is hitting the mark.
Real signs you’re on the right path
Next, keep an eye on subscriber growth. Even small bumps in your newsletter sign-ups or social media followers mean your message is resonating and trust is growing. These early wins lay the groundwork for more meaningful connections and eventual conversions in the future.
Don’t underestimate internal enthusiasm, either. When your sales, support, or product teams start referencing your content regularly, that’s a great sign too.
Lastly, look for gradual improvements in organic traffic and SEO rankings after just a few months of consistent publishing. This shows that search engines (and your potential customers!) are starting to value your content.
Still wondering if it’s all worth it?
Remember, content marketing is a marathon, not a sprint. Spotting these green shoots – engagement, subscriber growth, internal buy-in, and better organic visibility – means you’re on the right track.
But what if you’re not seeing any of those signs yet?
That’s a fair concern and one we hear often. Not all content delivers results right away, and sometimes it’s not just about time; it’s about the strategy.
If your content isn’t aligned with what your audience cares about (their problems, not your product), or if it’s not distributed effectively, it can fall flat.
That’s why iteration is just as important as patience. Reviewing performance regularly, testing different formats or topics, and aligning closely with your customers’ needs can help turn things around.
In other words, it’s not just about producing content – it’s about producing the right content and staying open to refinement.
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Curious where your content stands? Let’s have a chat. We’ll help you to spot the signs and shape a content strategy that grows from green shoots to full bloom.
