Why You Must Push Out Content Consistently to Be Successful

Many brands and organizations already know that content marketing is king. Well-known, large companies like Coca-Cola, Disney, IBM, Microsoft, and others have experienced the benefits that come with a well-developed and executed content marketing plan. Small and medium-sized businesses are also taking advantage of content marketing while minimizing the costs associated with traditional advertising and marketing methods.

A shocking number of people are forgetting a key thing though.

The marketing team always talks about engagement, but content is nothing without consistency. Producing consistent content is one of the biggest challenges for businesses. In the 2015 B2B Content Marketing Report, 50 percent of respondents named consistency as their biggest challenge. Organizations that produce engaging, consistent content, however, see some of the greatest benefits.

1. Consistent content establishes authority and credibility.

Now that more businesses realize the value of a well-developed content marketing strategy, competition in the space is increasing. One of the most important ways businesses can distinguish themselves from their competitors is through consistency.

Producing high-quality, consistent content helps brands establish themselves as thought leaders in their industry. The regularity of your content has a direct influence on how credible people think you are. The more the consistency, the more the credibility. Also, the longer you produce content the more you are legitimized as a business.

2. It builds brand awareness.

The way that people consume information has completely altered in the last decade. Individuals now have more options and control of their media consumption, which means that successful brands have changed how they communicate with their audiences. One-way communication style of marketing is no longer successful when it comes to connecting with people and motivating actions.

Instead, more organizations are looking to social media platforms like Twitter, YouTube, and Instagram to talk to their constituents. They are creating blogs, videos, webinars, white papers, and other content that can be easily shared through their network of followers. The most successful among us are doing it all with consistency.

According to the Content Marketing Institute, 93 percent of organizations depend on this style of content marketing for brand building. Successful marketing entices consumers to share with others on an ongoing basis, building brand awareness through their own trusted network of peers.

3. It engages the audience.

I mentioned earlier how just creating engaging content in general can be a struggle. It’s worth it though because keeping loyal customers engaged can generate more revenue and is cheaper than paying to acquire new customers. This underscores the importance of keeping the content consistent, not just in frequency but in tone.

When content is engaging, the audience will come back for more. If it is especially intriguing, they may contribute their own user-generated content. But, if an organization does not produce it on a regular basis or if it doesn’t maintain the same character, then they are more likely to lose their audience.

Here’s an example of consistent tone that proved highly successful. The Coca-Cola “Share a Coke” campaign used bottles that were personalized with common names to engage their audience. People began sharing photos with the bottles on Facebook, Twitter and other social networks. The company even cited an increase of more than 2 percent in sales to the campaign’s success. It was so successful not only because it utilized personalization, but because it stayed consistent with the brand’s vision of sharing happiness.

4. It generates leads.

Advances in technology and big data have made it easier for organizations to learn more about their audiences than ever before. Some businesses are taking advantage of the more sophisticated features that this provides.

For instance, newsletters and white papers can be used as an effective way to target and connect with prospective customers.

Also, as mentioned before, if you regularly put your engaging content online, you are much more likely to deliver new customers than if you hadn’t.

5. Consistency improves website traffic and SEO.

Now that the digital and physical business spaces have begun to merge, online presence is crucial. Search engine optimization is becoming more sophisticated and competitive. However, a few contributing factors remain the same.

Two of the most important factors that affect SEO are quality and frequency. For businesses to take advantage of the power of content they need to have both characteristics. Consistent content shows search engines that a website or blog is well maintained and that the information within it is valuable to specific search criteria.

Content marketing will continue to be one of the most successful methods for brands to connect with their audiences. However, now that more organizations are developing their own content marketing initiatives, businesses need to be more strategic about how they produce content. Consistency is often what will distinguish serious content marketing contenders from their competitors.

Originally published at www.inc.com.