Many entrepreneurs abandon content marketing too early, missing out on its long-term benefits. This blog encourages small and medium-sized enterprises (SMEs) and entrepreneurs to give up giving up and embrace a smart marketing strategy that supports steady business and grows their customer base organically. At LAB, we want to support small businesses by sharing research knowledge and expertise that strengthens their competitiveness. Through this article, we hope to serve that purpose by explaining why consistent and high-quality content is a powerful and cost-effective marketing tool for SMEs.
If you have ever started a business blog or social media page and given up after a few posts, you are not alone. Content marketing requires patience and that is exactly why it gives those who persist a competitive advantage (Bhalla et al. 2024; Holliman & Rowley 2014). Studies reveal that about 70% of consumers prefer to learn about companies and their offerings through content such as articles or blogs rather than ads (Hollebeek & Macky 2019). Content marketing also generates three times as many leads as traditional advertising at a 62% lower cost (Ibid.). In other words, great content attracts ideal customers efficiently, but unfortunately, not instantly.
Sadly, the majority of new content ideas such as blogs or vlogs die rather quickly. Although many content marketing initiatives start strong, after a short while, enthusiasm is lost and consistency is low. Entrepreneurs often expect quick wins from content and lose motivation when results do not materialize immediately. However, the truth is, content marketing is a long game (Bhalla et al. 2024).
Why does content marketing feel slow?
Content marketing typically doesn’t lead to many sales in the first few months. Building an audience takes time as the brand establishes itself by steadily publishing useful, engaging material. This slow process can be frustrating for a busy entrepreneur who has a million things to do. Yet, the value of content compounds over time. Old blog posts, for example, can keep attracting traffic via search engines even months or years after they have been published. As your content grows, so does your brand visibility and credibility.
Why are the results of content marketing worth the wait?
Research highlights just how impactful content can become for SMEs. In a recent survey, 74% of marketers said content marketing helped generate leads, and 52% said it also increased loyalty among existing customers (Hubspot 2025). Content has a long-term effect. A video tutorial or an insightful article can keep drawing in prospects long after it is initially posted. By contrast, paid ads stop working the moment you stop paying. In short, content marketing starts slow but yields increasing returns, rewarding those who stick with it.
How is content marketing relating to the NOKKA project at LAB?
Within NOKKA, SMEs learn more about boosting their innovation competitiveness and make use of the HEIs collaboration and support available to them (LAB 2026). Consistent content marketing directly supports these goals by helping companies articulate their value, reach new customers, and create visibility for emerging products and services. For research-driven or innovation-focused SMEs, content marketing is also a tool for early market validation, as it allows companies to test messages, gather feedback, and build trust long before a product is fully launched. In other words, content supports commercialization, growth, and long-term impact, the very themes NOKKA promotes.
Conclusion
Content marketing can feel slow at first, but its long-term impact is significant. By staying consistent, publishing useful content, and thinking long-term, SMEs can build a bigger audience, create customer trust, reduce marketing costs, and strengthen their market position. For SMEs, this is more than a marketing tactic, it is a strategic capability that supports visibility, innovation adoption, and sustainable growth. So give up giving up. Consistency pays off.
Author
Sofia Ramos works as an RDI Specialist at LAB University of Applied Sciences, helping SMEs navigate innovation, commercialization, and growth. She focuses on building bridges between companies and the academic world and is passionate about making research practical and useful for entrepreneurs.
References
Bhalla, P., Kaur, J. & Zafar, S. 2024. The Power of Consistency: Building Long-term Success with Content Marketing. Revolutionizing the AI-Digital Landscape. 101─115. Productivity Press.
Hollebeek, L. D. & Macky, K. 2019. Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of interactive marketing, 45(1), 27─41.
Holliman, G. & Rowley, J. 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), 269─293.
HubSpot. 2025. 2025 Marketing statistics, Trends & Data. Cited 15 Jan 2026. Available at 2025 Marketing Statistics, Trends & Data
LAB. 2026. NOKKA – Rapid commercial development of companies’ innovation activities with the help of research results project. LAB University of Applied Sciences. Cited 15 Jan 2026. Available at https://lab.fi/fi/projekti/NOKKA
Semrush. 2025. Content Marketing for Small Businesses. Cited 15 Jan 2026. Available at https://www.semrush.com/blog/content-marketing-for-small-businesses/
