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  • Hilary Young

Be Consistent With Content

Being consistent with your content is an essential part of any content strategy.

Content is king. Content is the new black. Content is the key to success.

Perhaps you've heard one of these statements recently, since the importance of quality content has dominated the discussion when it comes to marketing, SEO or branding. And while quality is the operative word there, quantity also comes into play when it comes to content.

Of all the mistakes I see clients make, a lack of consistency when it comes to content is the most common. Many of them set out with the best of intentions, but due to the high demands of running other aspects of the business, content ends up on the back burner. And while content may not seem like a worthy investment when you are building a business, it actually can be one of the best ways to boost your sales and your brand.

Up-to-Date Content Improves SEO and Web Traffic

It's rare to talk about SEO without talking about content. Google's Search Engine Optimization Guide has an entire section dedicated to offering "quality content and services." In fact, that section of the guide supports the idea that investing in "compelling and useful content will likely influence your website more than any of the other factors" discussed throughout the rest of their SEO guide. Specifically citing content in the form of blog posts, social media services, and emails, the guide goes on to say that "organic or word-of-mouth buzz is what helps build your site's reputation with both users and Google, and it rarely comes without quality content."

Part of creating quality content is ensuring the relevancy of everything you put on the pages of your website. And in order to stay relevant, you have to keep your content up-to-date and give people a reason to keep returning to your site.

Consistency Establishes Credibility

The more knowledgable you seem about a topic, the more likely people are to take you seriously. Consistent content has the ability to build your street cred by positioning you and your company as leaders in your field. Whether you are looking to boost your brand credibility or have your CEO become a thought leader in your industry, content is the vehicle that will help get you there.

Forester has collected data on the subject over the years and reports that "having a consistent experience across all brand touchpoints is a key driver of brand trust." Once trust is established, either through content or through personal interactions with the company itself, it "in turn drives strong brand resonance."

Regular Content Encourages Engagement

Whether your ultimate content goal involves creating more leads through your website, or retargeting existing customers to remain engaged with the brand, making the investment in regular content enables you to start the conversation, and then keep it going. If you think about content the same way in which you think about a face-to-face interaction, you wouldn't start making a persuasive argument and then disappear for 3 weeks. Content works the same way, both for B-to-B and B-to-C businesses.

The big management consulting firm, McKinsey & Company, published an article entitled, "The Three C's of Customer Satisfaction: Consistency, Consistency, Consistency." The article highlights the importance of consistency across three main facets of the customer experience: the customer journey, emotional consistency, and communication consistency. They even open the article with this thought: "It may not seem sexy, but consistency is the secret ingredient to making customers happy." And isn't that true when it comes to personal relationships as well? Consistency allows your customers and potential customers to know that you are dependable and well-informed, which are two highly covetable traits when it comes to building a brand.

Start The Conversation

If you're ready to take the next step towards building a more successful business, then it's time to make an investment in your content strategy. At HYC, we start by listening to the unique needs of your company and work on creating a strategy that's tailored to those needs. Contact us today to schedule your free content consultation.

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