It is vital for any brand or business to create a consistent content strategy.
While the quality of your content makes all the difference between brand loyalty and brand anonymity, it isn’t enough to just generate great content during your moments of inspiration or when required for a campaign. There has to be a regularity in presenting that content to your audience as well.
If you’re wondering why consistency matters in content marketing, the answer is simple – to develop a loyal audience base that will eventually translate to better business. People have a short memory, and if they see one-off pieces of content from you, they’re likely to forget about you in the interim period. Consistent content keeps your brand at the forefront of people’s minds, and that is how a relationship between your brand and your audience develops and crystallizes. It’s a great advantage to have.
In order to successfully engage with people, you need quality content that shares a uniform message on a consistent basis. Here’s how to do that:
- Find your voice
Consider your style and your audience when you set your tone. Stay authentic and find a balance between how you speak and how your audience listens. Then, stay consistent with the voice you develop.
Your content could be conversational or funny, or formal and intellectual. Will you ask a lot of questions that invite a response, or will you be stating solutions or tips? Once you’ve made a choice on what works best for you, stick to it, so people will recognize your brand with a single sentence.
- Schedule and evaluate performance
We cannot emphasize enough, the importance of an editorial content calendar to help you create a consistent content strategy and organize that content. If you don’t have one yet, we strongly recommend you create one. You could also use it to save ideas, concepts and publication timeframes. After all, getting your content in front of your audience at the right time is just as important as having consistent, quality content.
Make sure that your content and the metrics you use to measure its effectiveness all align with your main goal. Your editorial content calendar will help you keep track of successes and shortcomings so you can rearrange your content or reschedule for maximum impact.
- Use your team
While it’s great to have someone dedicated to writing your content, it’s also a great idea to reach out to experts within your organization for subject-specific content that would be well-received by your audiences. This process, beginning with a thought-leader’s expertise, followed by a content writer fine-tuning that into a well-written article and then publishing that content at a strategic time will help in creating a consistent content strategy for your company.
Content creation can be cumbersome, but it’s key to effective digital marketing.
At Them You & Me, we specialize in writing content that is optimized to your business needs. Get in touch, if you’d like us to create some content for your website, social media or other marketing needs.
The content for this post was inspired by a comprehensive article that can be found here.