Why It Matters to Publish Consistent Content
You’ve probably heard by now about the value of creating content as a brand. Posting on a blog or on social media personifies your brand so you can demonstrate who you are as a company, what you stand for, what you believe in, and why what you’re offering is special. As a result, customers who resonate with your message can connect with you on an emotional, relational level.
But constantly coming up with fresh, relevant content ideas and maintaining consistency across so many platforms isn’t easy and takes a ton of time. How often do you really need to be posting to get results? How can you make sure your content strategy is actually working for your business?
What is consistent content?
Consistent content is unvarying in both its quality and frequency. It's important to set a standard for your material that your audience can come to rely on seeing from you. This means that the answer to the question, “How much should I be posting?” isn’t as relevant as asking: “How often can I curate content that is high-quality enough to post?”
Whether that’s once per week, once per day, or once per hour, focus on maintaining the frequency that works best for you. If you only have the capacity to publish one high-quality blog post per week, stick to that schedule. Don’t try to churn out four blog posts in one week and then post nothing the following week. Content is a marathon, not a sprint — you don’t want to overload your viewers with material just to disappear from the internet for a few weeks.
Consistency can also refer to maintaining an authentic brand voice and style. Your audience will become confused about who you really are if you present a different side of yourself in one piece of content than you do in another.
Why is consistency important?
Google ranks “fresh” content more highly than older, dated information. If you want your site to perform well in search results, then you’ll want to make sure you’re consistently updating the site with new content. Of course, better search rankings lead to greater traffic over time. And the better your content, the more likely you are to get more qualified leads, who have a demonstrated interest in the work you do.
But maintaining consistency doesn’t only benefit SEO. It also builds trust with your audience. Maybe it’s a newsletter your customers actually look forward to reading every Friday. Or perhaps it’s a daily Instagram post they love seeing in their feed. Your customers will learn that they can expect quality content from you on a regular basis. As a result, they will begin to regard your brand as an authority in your industry.
Creating content regularly also boosts your brand visibility. After seeing your name in their inbox or on their Twitter feeds enough times, your customers will begin to recognize you. When you pair that increased exposure with consistent quality, that’s how you build a relationship with your customer.
How can I get consistent content?
Creating content requires many steps from various members of your team, so it’s critical to develop a content marketing system and calendar to stay organized. This will make sure you have content to upload when you need it. To ensure your content maintains a standard of quality, create a style guide and editing checklists and make sure every post is filtered through these.
Overall, coming up with content ideas and staying on a publishing schedule can be tough when you’re already overwhelmed with other priorities. If you want to create consistent content that engages your audience, Cre8tives.co can help — we handle everything from idea generation to outlining to drafting to posting. All you have to do is enjoy the results of consistent content creation!
