In marketing, it's tempting to start a lot of initiatives.

While you have to stop things that aren't working, a lot of things end up on “pause” or stopped because senior leadership doesn't see fast returns like on a direct-response channel.

Whether you’re starting an educational series, a blog, a podcast, or a bigger effort like a product community, make sure you have what it takes to see it through – and the ability to see past the first few months of "nothingness" while you create traction and built momentum.

Founders/leaders: if your marketing leader is starting a content marketing program, support the long-term effort. Also, hold them accountable for (realistic) results.

Marketers: don't start something new if you aren't ready to lead it to the finish line. Understand when to stop something and focus bandwidth on another effort. A single great program is far better than three mediocre ones.