By Joe Pulizzi published March 11, 2011 Est Read Time: 1 min

Not Talent, but Perseverance in Content Creation

This article from Sports Illustrated intrigued me.  It’s a feature on Texas Ranger’s pitcher C.J. Wilson.

In it, Wilson says “Talent is irrelevant…I’ve got much less natural talent than lots of other pitchers…I wasn’t even the best player on my Little League team.”

Wilson says what counts the most is “…perseverance, application, industry, assiduity, will, will, will, desire, desire, desire”.

This is just one lone example.  Thomas Edison, Steve Jobs and others come to mind as well.

I would dare say that the single most important characteristic of successful content marketers (individuals and brands) is perseverance.

Do you know of any great bloggers that haven’t, time after time, consistently delivered? Seth Godin, Copyblogger, Lee Odden, Mack Collier…they all deliver. Not all of the posts are diamonds, but the collection of singles and doubles throughout the years have led to world series titles for each of them.

The same holds for brands…American Express Open Forum, Pinsent Masons, Openview Venture Partners.

So, if, by whatever measure you use to judge success, if you are not seeing success, I would first look at your consistency. How well are you at creation, listening, iteration and then creation again? Content marketing is a promise to your customers. If you stop or are too irregular with your content, are you breaking your promise?

Winners want it more.  They never stop. They persevere…and it pays off.

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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