Content marketing is a great way to grab attention and stand out as a brand, but your campaign is nothing without consistency. Even The Content Marketing Institute includes the word ‘consistent’ in its own definition of content marketing - so why is it so vital? We reveal all.
What does ‘consistency’ actually mean for content marketing?
Consistent content marketing means two things: consistent quality, and consistent publishing. Not only should your content be of a consistently high quality, written in a recognisable tone of voice and reflecting your brand values and design, but it should also be posted regularly, so your audience can come to rely on you as a source of insight and information. Once you have consistency nailed, you’ll:
Start to become established as an authority and thought leader within your niche
Strengthen your brand identity, ensuring it’s immediately recognisable
Connect with an audience across all platforms
Boost your SEO, as Google favours websites with fresh, relevant and original content
Allow your audience to depend on you for regular content
Get not only more organic and repeat traffic, giving visitors a reason to return
Capture information for leads, such as an email address in return for a research paper or ebook
By being consistent in your content marketing efforts, you are committing time, resource and strategic thinking to your campaign, which in turn allows to you create a process that will be proven and improved over time, and integrated into your business. The more consistent you are, the better your content will become, and the slicker your process will be.
Why Google loves consistent content
One of the biggest benefits of consistency with content marketing is improved search engine optimisation. If you’re consistently publishing new content on your website - whether that’s pages, blog posts or landing pages - Google will crawl and index your website more often. Accompanied by a targeted SEO strategy, regular content updates can therefore boost your rankings, as long as you focus on being authentic, relevant and engaging. You can find even more detail on the Moz blog, with ten examples of how fresh content can affect Google search results.
How to achieve consistency, without any pain
To start, you’ll need to come up with a content publishing plan covering all platforms, from social to email, video, webinars and your blog. You may even commit to producing an annual online course, or another larger piece of content like a whitepaper or ebook that adds value to your industry and your business. Think about daily, weekly, monthly, quarterly, annual content.
Next, agree a process for content creation that works for you - whether that’s working remotely with a marketing business, or utilising Agile methodologies to get the job done internally. There are loads of options, so make sure you explore them fully to allow the creation of high quality, regular and consistent content across every platform, with as little strain on your current team dynamics.