• Robin Kastengren

Consistency In Content Marketing

Delivering content on a regular basis is important for the success of your digital marketing campaigns. However, consistency means more than just rolling out new materials on a schedule. There are other factors to keep track of, and they all work together to bring you more customers.

Why Consistency is Important

First, great content is an opportunity for people to engage with your company or your brand. It gives them something to read or learn or laugh at, and it gives them a reason to remember you. If you want to keep the attention of your audience, you have to be around consistently or they’ll start to forget about you.

Social media plays an essential part of any content marketing strategy, but it can be hard to build followers and get your content into their news feeds. The more people engage with your content—like, share, comment—the more likely the platform will be to show them even more of your posts. This can only happen if you’re regularly creating posts.

Your SEO results will also benefit from having plenty of fresh information posted to your website as Google likes to know there’s a live person behind the scenes. You’ll also get better results when you have a lot of high-quality content on topics that people are searching for.

Of course, all of these are about how frequently or regularly you post new content, but there’s more to consistency than timing.

Beyond Post Frequency

When most people think about consistency in content marketing, they’re thinking about content calendars and schedules and the timing of new posts. However, consistency also applies to the content itself. Everything you create and distribute online should be easy to recognize as yours, and that only happens when you’re consistent with your voice, tone, style, and visual branding elements such as fonts, colors, and logos.

One of the most important reasons for this type of consistency is to allow your branding to speak a thousand words for you. When you become recognizable to your customers through your content, they will be able to conjure up all the feelings you’ve worked hard to create in an instant. Trustworthiness, friendliness, kindness, expertise. All these emotions help people choose you over your competitors, and you don’t want to have to start from scratch to build that with every interaction.

If you’re a solo shop or a small team, it might be easier to have consistency throughout your marketing. However, if you’ve got a big squad or use agencies or other professionals to help with your marketing, keeping things together becomes a lot more complicated. How can you ensure consistency over time? With a branding book.

Create a Branding Book

A branding book is a formal document created to define guidelines for maintaining your brand identity across all your communications. It doesn’t have to be an actual book; for some small businesses, a single page is long enough to capture the essential details.

In your branding book, you should define what your color palette is and where different colors should be used. If you have multiple versions of your logo, define which situations are appropriate for each. Identify which fonts should be used online and for printed materials. You’ll also want to define your brand’s voice and tone: are you friendly, formal, casual, funny, serious, tech-heavy, beginner-friendly, or something else?

If you really want to get detailed, you can include things like your company’s mission statement and vision for your company’s future. You can also add your audience in these definitions: who is your best customer? What are they like? Have you created buyer personas yet?

Now Bring it All Together

Consistency in content marketing means giving people what they expect from you when they expect it. With a branding book (or page!) and a bit of planning, you’ll find better results from your efforts.

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