Content marketing is not a short-term endeavor; rather, it is a long-term plan. However, although you are likely to witness an increase in social shares and new leads within the first few months of launching your campaign, your ultimate objectives should be long-term in nature. Due to the fact that your content will continue to give value for many years to come, think of it as an asset that you will be able to use to develop loyalty, generate leads, and drive sales for years to come.