Every so often, I like to check out Seth Godin's blog. His short, daily posts are full of interesting insights. He describes these outpourings as "riffs on marketing, respect, and the ways ideas spread". 

So, Seth's latest post: "The myth of quick". In it, Seth addresses our perpetual search for the "quick fix" - from losing weight to building a business, we are often unwilling (whether through laziness, procrastination or fear) to slog it out to achieve the results we so desire. Therefore, we seek out "the pill, the neck crack, the organisational re-do that will fix everything". 

And, as Seth points out, sometimes it works. Sometimes the quick fix does materialise. But it usually doesn't - everyone knows that juice fast isn't sustainable long-term, for instance.

In the age of social media, where we are bombarded by images of perfection and success at every turn, it can be easy to underestimate the stories and struggles that exist behind that carefully edited Instagram post, Facebook status or Tweet.  

Real change requires real work, through all the ups and downs along the way. 

And that's just as true when we think about content marketing. It takes time to create valuable content; it takes time to build up an audience; and it takes time to turn that audience into customers. However, in taking this time, we can engage more meaningfully with the people that matter most to our business. 

As Seth says: "The instant win is largely a myth." So, aim for the win that occurs after hard work and determination.