6 Reasons to Be Consistent in Content Marketing
The experts all agree: From collateral material and articles to blogs and social media, it's best to stay consistent across all platforms. But what does that really mean? One definition of consistency is delivering the same core message in the same tone and being true to the same brand imperatives each and every time. People get a feeling for you, your company, or your organization — and familiarity breeds trust. But anyone who wants to tap into the full power of content marketing also needs to add frequency to the list of consistency imperatives.
What can regularly published, polished content do for you and your business? Take a look:
1. Keep customers engaged
Hooking readers with social media posts or a timely blog is only square one. No one will stay interested if you drop the ball on updates. Decide on a publication frequency before you ever launch, and stay true to that commitment. Focus on topics relevant to your customers, from solutions to their problems to curated material, research results, or breaking industry news. The range of topics is virtually unlimited. Just know that relevant, quality, consistently published content will keep them coming back for more.
2. Attract new customers
Freshness plays a vital role in promoting your brand in expanding markets. Most people are aware of search engine optimization (SEO) and the importance of using the right keywords in their content. Few seem to know that Google’s algorithms prioritize more recently published content. In fact, an article’s freshness declines rapidly after publication, primarily due to the volume of online content published every second.
3. Increase external inbound links
The higher the ranking your website earns, the more opportunities you have to catch a boost from external inbound links — simply defined as links to your content from other pages, even your own. Google pays attention to external inbound links in search engine rankings because they show that people are reading and sharing your content. If you consistently post quality blog content, your page count will increase — and so will the number of channels through which readers can enter your website.
4. Ensure brand recall
Content marketing strategies are exponentially effective for one simple reason: Consumers and B2B customers want to be informed and aware. Few decisions are made hastily, and opinions form over time. That's why it’s so critical to stay in the forefront of a decision-maker's mind through the consistent delivery of smart, relevant content.
5. Establish thought leadership
The time it takes for technology to become obsolete is nearing warp speed, but no industry is immune to change. A new-and-improved everything is right around the corner. Issues and problems that no one has ever faced before are arising just as suddenly, demanding creative solutions from the brightest minds. Become a thought leader with consistent publication of content that showcases your company's unique expertise, experience, and vision. When decision-makers reach the critical time to act, why would they turn to anyone else?
6. Build relationships and loyalty
Compelling content that is published regularly does more than cultivate trust and brand recognition. As author Charles Duhigg so deftly illustrated in The Power of Habit: Why We Do What We Do in Life and Business, routines are incredibly powerful. In a constantly shifting landscape, your readers will begin to rely on your insights, guidance, news, and assistance. Irregular or haphazard posts void the opportunity to create and sustain this powerful "inside" position with customers and prospects alike.
Consider your audience, industry and media channels when determining the right frequency for each piece of content. Posts can be too infrequent, but they can also be too long. Headier topics are best published early in the week, leaving Friday for smaller, more entertaining tidbits. Use blog and social media posts to promote weightier content such as articles, white papers, case studies and e-books. You can even offer teaser tidbits that draw readers to web landing pages. Always begin with a well-planned strategy and a realistic assessment of the time and energy a commitment will demand. Many entrepreneurs, companies, and organizations find that outsourcing some or all of their content creation is the easiest, most cost-efficient way to guarantee the quality and frequency they need to capture and sustain the spotlight. Whatever it takes, paybacks can span from the moon and back. Sign up for Prose Media's free platform today, and check out what we have to offer.