Last week Spotify announced that their most streamed song ever was Lean On, by Major Lazer & DJ Snake (with MØ), but by the look of a lot of websites out there it’s still 2012 and Gangnam Style is still playing.

2012 was only three years ago, so the idea of Gangnam Style being ancient history makes me feel a little old, but I keep coming across company websites who had a big burst of new content activity back in 2012. I’ll often see monthly, or even weekly news updates, that all of a sudden grind to a halt, and the latest story still says March 2012.

What happened after that? Did the internet go out of fashion and everyone moved on to the next big idea in marketing?

No, most likely real life got in the way. Content marketing is great, but when you’ve got ten orders to fill by Friday, that is always going to take precedence.

I’ve even been known to neglect my own content and posts to write them for clients first.

And so it should. Marketing is ultimately aimed at getting more business so you don’t want to give up current business to do it. And because the results can be slow to be seen, it frequently drops down the priority list. But the longer it is neglected, the more impact it will have on your current results.

Marketing is like planting a seed, it takes time to see the results. Like the parable about the tree, the best time to plant it was 20 years ago, but the second best time is now.

Work out a content plan, how much you want to create over the next 12 months, what resources you will budget for it, and then stick to it. If your team aren’t writers and marketers, don’t waste their time getting them to do something they’re not good at, get in some professional help.

It’s time to move on from Gangnam Style, step into 2016 with a new tune