Most of the big-time companies we admire such as Coca-Cola, Microsoft, and Disney knows how important content marketing is in business. Lots of small and medium-scale companies are already making use of this marketing strategy as well. The only downside is that most companies focus so much on engagement.
While engagement is indeed a pretty good indicator of content marketing success, the one thing that can actually determine long-term success on consistency. According to the 2015 B2B Content Marketing Report, 50 percent of respondents said that consistency was one of the most challenging parts of their content marketing strategy. Meanwhile, companies and organizations that are able to produce engaging and consistent content harvest the most benefits.
What Do We Mean By Consistency In Content?
Consistency often refers to the act of doing the same thing regularly with the same standard as the last one.
In the digital marketing world, people usually mistake consistency for posting content on a daily basis. Despite publishing new blogs every Monday morning, this still will not be considered as consistency if the content is not written in a universal format or standard.
For instance, if you posted a high-quality blog, all the other articles that you publish on your posting schedule needs to be of high-quality as well.
Basically, in order to stay consisted, here are the things that you need:
- A universal format
- Posting schedule
- A writing standard that needs to be followed
Buffer Blog, Mashable, and Life Hacker are all examples of well-known websites. Buffer Blog is all about productivity and life tricks. They had to keep on posting relevant articles for months before they started becoming famous.
It’s the same with Life Hacker. If you consider yourself to be a gradual reader of Life Hacker, you’d notice that they haven’t changed a bit ever since they started blogging. That is what we call consistency.
Meanwhile, Mashable started in 2005 but they were only able to gain great exposure once they started being consistent with their social media-related content in 2009.
So how exactly does consistency help companies take off from where they are at?
1. Consistency Creates Credibility And Authority
There was once a time when there were very few people who write blogs. These days, however, companies have discovered how powerful content marketing can be. With that, the competition in the digital marketing space has greatly increased over the years.
One way you can distinguish yourself from the rest would be through consistently providing valuable content. When you produce high-quality content on a regular basis, people come to see you as a thought leader in your industry.
Consistency has a huge impact on how your readers see you. When you publish content in a consistent way and time, people see you as someone who is credible. Also, the longer you’ve been writing, the more people see you as an authority figure in your niche or topic of choice.
2. Consistency Builds Awareness
In the last decade, the way people consume content has drastically changed. There was a time when people get the information being fed to them by the media. These days, however, individuals have more control over the content that they see. With that, it also goes to show that companies need to change the way they market their content.
Back in the days, one-way communication with prospective customers was effective. Now, you need to create interactive content to be able to make a meaningful connection and elicit a response from your customers.
A lot of companies and organizations now look to social media channels such as Twitter, Facebook, Instagram, and Pinterest to be able to connect with prospects. What they do next is to create content that can attract potential buyers such as blogs, whitepapers, videos, webinars, and podcasts that they can easily upload in their social media pages.
Once they do, their followers will see their content. This can then result in higher engagement from customers but this all depends on the quality of the content that was published. If the campaign was successful, you would be expecting a rise in sales soon enough.
3. Consistency Provides Engagement
Doing good business is not just about attracting new customers. Instead, it can also talk about encouraging previous customers to come back.
In order to do that, it is important to provide entertainment or engagement to one’s following.
Engagement can get a bit tricky. It’s true that consistency is one of the key ingredients to a happy audience. However, the effect is two-way. If you are consistently providing high-quality content, this can most definitely result in more happy customers. Meanwhile, if there is consistency in the posting of content yet the quality isn’t very good, then there is a possibility that you would be losing followers from your channel. Inevitably, this could also mean customer loss.
For instance, adding an intriguing aspect to one’s content can boost engagement but if you fail to keep with the same character, you might end up losing customers in the long run.
One example of a really good marketing campaign would be Coca-Cola’s “Share a Coke” model. In order to engage the audience, names were printed on each bottle.
The campaign was so effective that lots of people started posting photos on Facebook. Coca-Cola had also cited that they witnessed an over 2 percent increase in sales due to the success of the “Share a Coke” campaign.
4. Consistency Generates Leads
Blogging and email marketing come hand in hand. If there is a blog page, there most certainly will be a pop-up that invites readers to join the newsletter.
Once you have demonstrated consistency in your website in all aspects, people will be more than willing to sign-up to your newsletter because they consider your content to be valuable.
This benefits you in a lot of ways. One is that you get to send promotions and sales offers to your subscribers through emails.
5. Consistency Boosts SEO
There was a time when digital marketing didn’t even exist. With that, you could post one blog now and you will end up on the first page of Google. However, you could also end up to be the only one showing up in the search results. The reason is that the internet was not even that popular back then.
These days, however, social media and digital marketing have become a trend. Due to the many competitors, you have now, new standards have now been added that determines how good content is. SEO is a crucial part of content marketing. One has to make that the content they post on the website is SEO-optimized. However, SEO won’t be complete if you don’t consistently post content on your site. Your content may have a high Google rank now but if you don’t stay consistent, it won’t be long until you are buried on the 10th page of Google.
Consistency isn’t a new thing. It is a well-known fact that if you want good results about anything, it is pre-mandatory to stay consistent in your course of action. However, it is not just about consistency. Staying informed is just as equally important as consistency. So aside from staying consistent with the quality and the frequency of your content, you also need to be consistent with the way you learn new things. It is important to consistently read blogs relevant to your field. It would also be a good idea to watch tutorials or download the Alex becker H-Com to add to your collection of content marketing learnings.