Reasons Consistency Is Key in Content Marketing

 Content marketing provides a host of benefits for sales, marketing, and customer service. But even the best content won't affect your audience if your message isn't uniform and delivered on a dependable schedule. Consistency legitimizes a company in the eyes of its customers. Customers who see timely, relevant, dependable materials also see a company they can rely on.
According to Jiyan Wei, vocus product manager for PRWeb, "[Consistency] is something that is overlooked all too often; people care about consistency."
And consistency isn't simply about regularity; it's also about producing streamlined content. Timing and cohesive messaging can say more about a brand than the content itself. As Wei points out, "whether it is a journalist you are trying to pitch or a customer you are trying to convert, the key is to be consistent in your messaging so that they realize you are legit."

Why you need to be consistent
Delivering consistent content, both in terms of messaging and frequency, is vitally important to your content marketing for a variety of reasons:

1. Professionalism - The details matter! Look at your current online presence across all channels: websites, social media, blogs, and search engine results. If your content is updated on your website but nowhere else, it will appear as though you don't pay attention to details.


2. Clarity - Know what you want to say, and then say it clearly. Any contradictions in products or services will confuse potential clients, so make sure your marketing message is streamlined across different outlets.


3. Trust - Regular posts to your blog demonstrate your dependability to clients. Blogs or websites that are updated sporadically give the impression that customer service isn't top priority, and that you may be out of touch or too busy to stay on top of communications. Keeping your messaging consistent lets clients know they can count on you to deliver what you say you will, on time.


4. Recency - Recency is important for staying relevant in Internet searches. In organic search engine results, people will go to sites that were updated more recently.

Getting it right
Becoming, and then staying, front of mind with clients and prospects is paramount. To achieve this, you must keep consistency in mind as you employ your content marketing strategy. By doing so, you will help strengthen customer trust and brand awareness.
"The bloggers, journalists, and customers you ultimately want to engage with are rarely going to be stirred into activity on the first go-around," says Wei. "Any salesperson worth their salt knows that it takes at least a few interactions to close most customers and the same can be said for your target audience."
Remember, if content is king then consistency is the king's army - so make keeping up with your online presence a priority. Without consistency, your content marketing won't stand on its own.

By Marc Dube