Maybe it’s not cool to say “clutch” anymore, but if you work in marketing, there’s always one goal that we’re all after: results! And if you’re scratching your head about best practices for your content marketing strategy, well, we have a few tips for you. Our tactic topping the list? Consistency.
Today, we’re sharing why consistency is so important and how you can bake it into your content marketing strategy to improve things like SEO and move your buyers along their journey.
What does consistency mean in content marketing?
Ah, great question. As part of any marketing strategy, it’s best to approach consistency from two angles. The first is all about how you speak (or write) about your company, product or solution, as well as your brand in general. In this context, you want messaging that sounds like it comes from a unified point of view, that is confident and knowledgeable about what you offer (and why you’re the best option), and is regularly used across your website, sales and marketing collateral, internal communications and more.
The second aspect of consistency is frequency. Once all your materials sound like they belong together, it’s time to consider how often you are sharing them with your audience. Whether you want to get into a good cadence of email outreach, post regularly on social media or get ambitious with quarterly campaigns (or all of the above), consistently pushing high-quality content out into the world is a great way to reinforce your company as the go-to option for your product or service and keeps you top-of-mind for your prospects.
Consistency is good for SEO
Depending on who you ask, consistency, accuracy and transparency are the cornerstones where content and SEO collide. In fact, the folks at Semrush shared that if you want top performing content, consistency and quality are most important overall. So, how does the magic happen?
According to Marketing Insider Group, “Search engines favor websites that regularly update with fresh content. As a result, your site is more likely to achieve higher rankings in search engine results. Increased engagement. Fresh content engages your audience by providing new information, insights, and resources.”
And, we’ve all heard it: consistency builds trust.
Insider tip: Do your research and make it a point to include keywords and phrases often in your marketing materials.
Regularly scheduled programming reels them in
If you’re tasked with managing social media, you’re asked to constantly come up with fresh posts. Then, you’re asked to make sure those posts get clicks.
The real root of the challenge? You need quality content to share consistently. Day after day and month after month. And that content? It needs support from pieces that are more than fodder for social media posts. It relies on email campaigns and landing pages, spin-off blogs and infographics. It’s a lot. (Now, if only you knew someone who could help…).
Insider tip: Include your social media manager in your content planning sessions! They are most likely to know what’s trending and can help you holistically consider your campaigns.
Our friends at HubSpot have some great ideas for social media content including videos and blogs, and with a little planning and collaboration with your team, your social media efforts can work wonders to augment all the hard work you do with your integrated campaigns.
How to achieve a consistent content marketing strategy
Consistency is achieved with P’s: patience, planning and production. And a dash of persistence. At Content Matterz, we always start with the end in mind and think about our content goals. Next, we plan how to get there. After that, it’s time to draft, edit and refine our content before we share it with the world. Then we reevaluate and repeat!
Consistent content marketing takes a village. Whether you’re on a marketing island or one or part of a team that needs help, hi! Content Matterz works with companies — and budgets — of all sizes to create magical, consistent content campaigns that drive results month after month. (And we reserve words like “clutch” for poking fun at ourselves).
Final insider tip: Work with a content marketing agency that helps clients like you create incredible campaigns — and lives and breaths consistency — each and every month. Learn about our subscriptions.