Why content marketing is like a hot air balloon (and what to do about it)

Content marketing really is like a hot air balloon.

You may think that there aren’t many things that link the two but read on and find out how this knowledge can help you with your digital marketing strategy.

In the beginning…

When you first start up a company blog you are all enthusiastic and ready to get going.

You probably write 5,6 or even seven blogs and amazingly there’s no impact whatsoever on your Google ranking and no-one visits your site.

So you stop blogging.

And this is where content marketing suddenly becomes exactly like a hot air baloon.

Keep the fire alight

Hot air balloons work on the principle of hot air rising.

The hotter the air and the more that is in the balloon then the faster and higher the balloon will rise.

But, if you stop burning gas then the air cools and the balloon starts to fall.

And so you turn on the gas again.

and the balloon rises

Content marketing is like a hot air balloon
Turning on the gas

This is exactly what happens with people’s marketing.

(Incidentally, the British Balloon and Airship club has a fascinating site that’s well worth a read here )

Content marketing needs to be consistent.

In the same way as the hot air balloon rises and falls I often see people do exactly the same thing.

They do loads of work on their content marketing at the start and the balloon rises quickly. In other words they bring in work.

But then they stop and unsurprisingly the work starts to dry up

so then they panic and do loads of marketing

And the balloon rises again.

It’s a natural reaction but unfortunately for the business it produces a ‘lumpy’ sales pipeline and makes it difficult to forecast sales and resources accurately.

Google also like sites that produce content consistently.

In short it’s better to do 8 posts over 4 weeks than do 8 on day one and then never do anything ever again!

A content marketing strategy doesn’t have to be hard

Content marketing can be fun and shouldn’t be a drag.

Consistency is the key. One or two articles every week is ample because it gives your balloon a nice flat trajectory which enables you to maintain a decent future sales pipeline.

The sort of content you produce doesn’t have to be all dry technical subjects. You can mix it up, not only to give yourself some variety but also to keep your readers interested too.

And of course consistent, interesting content is much more attractive for the search engines, which is half the battle.


Want some help with choosing blog subjects? Check out my post here

How great content can boost your SMEs sales
How to choose blog subjects

Publishing regular content isn’t always easy

Of course it isn’t. Otherwise everyone would do it!

You’re busy running your business and often you can’t find the time to sit and write a blog post or some interesting content.

That’s where I come in.

I’m a freelance writer and I specialise in content marketing.

I can help you with your marketing plan, can look at SEO on your site and can write the content for you.

If you are serious about kicking your content marketing into high gear then why not mail me and we can talk?