It can be odd when seemingly totally unrelated events remind us of others completely out of the blue. But that’s what happens as this charming video about a woman and a dog reminds us that content marketing in the legal industry is a long game.
The video tells the story of Kristine, a tenacious woman whose persistence pays off after three years of trying to coax an equally determined dog, Lulu, out of a desolate canyon and into the safety of her Northern Californian home. It connects storytelling with the power of persistence to reach great rewards.
(P.S. I won’t say you have to cry when you watch it. I’m just saying, it’s totally okay if you do.)
Kristine and Lulu’s story is heartbreaking and heartwarming all at the same time. But what’s it got to do with content marketing for legal vendors?
Within the video, there’s a message for you and me, dear marketers and legal industry business owners.
And no, it’s not that we should jerry-rig hidden rope traps to snare new clients. Though it’s true they do things in their own time, like Lulu. 😀
Of her plight, Kristine said: I just wouldn’t stop telling the story to anybody who would listen to me.
She just kept telling her story. Now, I’m all for pinpointing your audience beyond “anybody who will listen.” But in the end, no matter how targeted our efforts are, successful content marketing requires committed and consistent effort.
Kristine said: I’m sure people thought I was insane.
It’s disheartening when our content doesn’t get the attention or accolades we know it justly deserves.
Kristine said: I finally told it to enough people that somebody sent Matthew, like an angel out of nowhere, to come and help me.
She kept telling her story until Matthew, an accomplished canine rescuer, came to her aid. Michael was also persistent and in the end, brought Lulu into a warm and loving environment she so genuinely deserves.
After three years of heartbreak, worry, and despair, Kristine’s persistence made a real difference in the lives of others.
And that’s what we have to do, fellow content marketers. Persevere. Keep telling our stories. Trust that it will make a real difference, if we’re patient.
Content Marketing is a Long Game
Even if you do all the right things like: (1) develop a thorough content marketing plan, (2) create high quality SEO content targeted to specific audiences, and (3) consistently promote your content across multiple media outlets where you’ve developed real relationships with others, it still takes time for your efforts to pay off.
- It can take up to 15 to 17 months of consistent content creation and content marketing distribution to reach results.
- You may see results in as soon as 6 to 9 months but you need to remain consistent in publishing and promoting new content in order to sustain and build benefits.
- It takes at least 3 months to get rewarding traffic from search engines but to see a considerable uplift in numbers, you’ll really need 6 months.
So, hang in there, friends. If we remain dogged in our efforts, it’ll be worth it. (I made a pun 😄.) Content marketing pays off dividends as your blogs, white papers, case studies, videos, web pages, etc. continue to attract visitors and earn the trust of potential buyers for years to come.
- In 2018, B2B marketers rated blog articles as the most effective content format in the awareness stage, white papers during consideration, and case studies during decision.
- In a 2018 survey, 71% of B2B buyers said they consumed blog content during their buyer’s journey.
- Prior to engaging with a salesperson, 40% of survey respondents said that they consumed between three and five pieces of content.
And so on. I could list stats from here to the moon. But what matters most is your story. Keep on telling it. If Kristine hadn’t kept telling hers, Lulu never would’ve known the love and devotion she revels in today.
Write long-form blog posts of 2,000 words or more. Explore new topics with gusto, and uncover different facets and fresh angles on prior topics. Earn trust through compelling ebooks, guides, and white papers.
Yes, you can and should test your efforts and make continual adjustments. That’s a whole other tale. The main point is, never forget that you’ll only improve and earn consistent results if you keep telling your story.