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Discover the 7 Step Process to Build a Digital Marketing Audience with Joe Pulizzi 19 October 2021 at 17 H CEST (Paris)

In this clip, Joe Pulizzi explains that the life of a content creator. The marketing sphere is not a sprint, but a marathon. When you start out, expecting an ROI in weeks or months is unrealistic. Think like a media company, not a marketing company!

00:00 Joe Pulizzi
00:05 The life of a content creator
00:17 How long does it take to build an audience?
00:30 Joe’s life in media

Transcript from How Long Does it Take to Build an Audience for Marketing?


Doesn’t it get incredibly frustrating because you don’t really feel you’re making progress all the time? Well, that’s the life of a content creator. To whoever’s listening to this, if you’re starting brand new and you’re expecting results in six to nine months, then you’re expecting the wrong results.

This is not a sprint. It’s a marathon. It takes time to build an audience. If you’re going to think like a media company versus a marketing organization; I grew up in media. We had three-year plans for a reason because we knew it took about three years for us to build an audience that we could monetize and create a significant profit from. You’re not going to do that in six to nine months and that’s where the people are getting into content marketing and brands who are trying to do this say: “Oh, we’re going to do the podcast. We’re going to do the video series. We’re going to do research!” And they expect ROI right away, they’re crazy. They’re absolutely crazy. This takes consistency by figuring out where am I the leading information expert in my particular niche.

That takes time to do, and that’s what I’m trying to sell. Be realistic! But if you can go three years, four years, five years, I can pretty much guarantee that it’s going to create an amazing asset for your organization.

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