Consistency is the Secret Ingredient to Increase Conversions from Content

When it comes to content marketing there are hundreds of things a marketer might tell you to keep in mind or do to ensure your content is performing well.

It’s no secret that it can easily get overwhelming, and we see it first-hand when clients come to us: they’re unsure of when to post, how often to post, what format is best, what to write in the captions, whether to use a picture of themselves or opt for a graphic… and the list goes on and on! 

Pff, just thinking about it can be exhausting! 

So when business owners ask us to just share with them one main tip or key thing they need to keep in mind, we always go back to

CONSISTENCY

While consistency might be one of the main struggles entrepreneurs face when it comes to content creation and output, it also is one of the most important factors for success. 

In fact, being consistent in content marketing can determine your audience growth rate, establish you within your industry as an authority or go-to brand, and  - at the same time - support your sales. 

But what does consistency in content really mean? 

After more than 15 years in the marketing industry, we can confidently say that it can be interpreted in three key ways: 

• Consistency in publishing frequency

• Consistency in quality of content 

• Consistency in messaging

Let’s further explore what these mean and how you can leverage them to enhance the success of your content strategy. 

Consistency in publishing frequency

This one you’ve probably heard over and over again… If you want your content to work, you need to regularly post and show up for your audience, no matter if you’re focusing on videos or blog posts or quirky memes. 

The more you’re consistent, the more your audience (and future clients) will become familiar with you and slowly see you as a reliable source of value, entertainment or information.

Of course, the real question is 

“What’s the right frequency?”

There are many theories and rules we could share about this, as we always say, there’s no cookie-cutter answer, but it’s always best to look individually at your industry, audience and platforms used to come up with guidelines that suit your business. 

However, if you were to twist our arm for an answer, here’s our tip: pick a frequency that actually works for you and/or your team to stick to! 

There’s no point in saying you’ll publish content every day, when you’ve got no time, manpower, or funds to keep up with it, this will most likely create a very inconsistent routine and actually harm your content marketing, rather than support it. 

Focus instead on a frequency that works best for you and that you can truly keep up with. Twice a week is all you can handle? Fine! Go with it and really make it a habit, before you move on to higher output. 

This will give you a chance to show up for your audience and become reliable, so they’ll keep coming back for more and engage more consistently with whatever you’re publishing.

Consistency in messaging

Before thinking about how often to post and what to put out, the focus should be on having a consistent message for your content. 

When we work with our clients on their content strategy, this is always the first step. We look at their products/services and the overall brand positioning to figure out what their message is and how we can solidify it to be effectively used in any content they might produce. 

If you have a consistent message, people will be able to immediately understand what you stand for, what you do, and how you can resolve their challenges or needs. A clear message will also help you stand out from your competitors and cater to the communication of your unique selling point. 

Unsure what ‘messaging’ in business means and how to identify it for your brand?

Make sure to read this article we’ve put together that answers pretty much any question you might have about messaging. 

Consistency in the quality of content 

Quality (the real painful bit) refers to how good and valuable your content is.

It’s not just about the writing or creative quality, but about the relevancy your content will have for your audience and future clients - and that’s where having a solid content strategy can make a huge difference! 

In fact, a good content strategy will help you figure out what content - in terms of topics, format, and visuals - can be labeled as interesting and useful for your audience. It will also show you how you can create deeper (emotional and mental) connections between your brand and your clients so that your engagement can be improved. And if that wasn’t already enough, having a solid strategy will also ensure you publish things that showcase your business’ point of view (and values) with clarity, in the way that most appeals to your prospects. 

In a world where AI is exponentially aiding content creation, the last thing you want to do is lower the quality bar. So focusing on kicking quality up a notch will definitely be key to stand out among your competitors.

A quick summary…

To sum it all up, consistency can be a great ally for any business wanting their content to work for them and generate more success. However, consistency - beyond frequency - can only be achieved once you’ve got a clear message, a specific content strategy, and a plan in place to direct your content creation efforts and make the process relevant, efficient, and much, much easier. 

Needless to say, if you need a little help to make your content do the heavy lifting for you and your business, we’re just a few clicks away!