This is, by no means, an isolated phenomenon, a stroke of luck, or some kind of anomaly. Sudden, explosive growth happens on all types of platforms, regardless of whether they’re part of the Chinese digital ecosystem (Bilibili, Douyin, etc.) or a Western one (TikTok, YouTube, etc.).
The data looks anything but consistent. It may resemble saudi arabia number something like a jagged mountain range with plateaus, periods of slight increases, and then…moments where things just blow up.
Answer: It’s all about the content.
The more you improve your content, and tailor it to the demands of your target audience, the more content you “just do,” all of this will increase the likelihood of these blow-ups.
Remember:
Explore new ideas
Create the content
Discover what works (and doesn’t)
Keep improving
Your future results depend on the effort you put in now and how much you iterate on the things that are working well.
The Third Effect: Warmth
Now, this third effect is a bit more anecdotal and “qualitative,” so there’s no hard data to support what I am about to tell you.
It might sound like a very bold statement (and it is), but don’t take my word for it; ask one of your content marketers or anybody working in the field, and they’ll vouch for this too.
“Continuously doing content marketing over a period of time (months and years) will make other aspects of your business easier—lead generation, the sales process, etc.”
If your online content is educating your customers about your product, services, who you are, and what you do, this means the customers are better informed, which makes the sales processes easier.
How do you connect with potential customers?
One way could be directing them to a landing page via an advertising link. However, this often means they know little about you or what you do as a company.
Alternatively, what if they’re surfing the internet looking for a solution to a problem and keep encountering your name, business, brand, or service?
There’s a good chance they’ve come across your blog posts or articles before, which helped them in some way. They connect with you or your company, and there’s already familiarity and even a “friendliness” there. Maybe they’re grateful for some invaluable piece of advice you provided them in one of your videos or articles.
The warmth effect is hard to quantify and wouldn’t feature in a quarterly review or marketing report. Nevertheless, it needs to be considered when analyzing and evaluating the impact of your content marketing.
Conclusion
So there you have it, the three content marketing effects you may not have known anything about before reading this post—Evergreen, Blow Up, and Warmth.
Overall, I hope this post has improved your understanding of your content marketing results and allows you to make better business decisions in the future.
If you’ve ever had a blog post start slowly then generate more traffic three years later, your number of social media followers just blow up suddenly, or you’ve ever had an inbound lead begin their first meeting with a “thank you” for an article you created two years earlier, then we’d love to hear from you. Please leave a comment below or send us a message.
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