Consistency: A Brand’s Secret Weapon
Have you ever seen a blog that was abandoned after a week, or a social account that had not posted in months? Or maybe you read a blog and loved it, but could not continue to follow it because it did not have a clear posting schedule. How did seeing that make you feel? Did it inspire you with confidence that the writer was dedicated to and knowledgeable in their field?
The answer, of course, is no. And, yet, many brands do not understand the importance of posting consistently.
Stats show that being consistent improves revenue by 23%. This is because consumers who hear your name often are more likely to remember it, which will make them more likely to seek you out when they are in need of your product or service. But if you are not regularly putting out content, and staying engaged in fresh conversations, audiences will not be able to find you.
Posting regularly on the same day is also important when it comes to building an audience. This will allow people to know when to check your website to find a new blog, video, or social post. Consistently posting will build a base of loyal followers who actively think of you and engage with your content.
And when new audience members see how you have posted consistently, they will see your dedication to both your audience and your industry. This will help to position you early on as a source that can be relied on in their minds. And as they continue to engage with your content and you continue to deliver, this will only grow.
Consistent posting will also ensure that your content gets better as you go. The more you post, the more you will learn what does and does not resonate with your audience. You can take this into account in your content strategy, but if you are not posting regularly, you are more likely to forget or miss patterns when they arise.
Finally, consistency improves your SEO rankings as well. Search engines take into account how often you post, and if you are regularly posting content with keywords, this helps you to rank higher. This also gives the search engine more pages to index, and it gives people more chances to find you.
Yet, still, even when brands know these things, they tend to slow down eventually. This happens due to a mix of poor planning, a misunderstanding of the commitment, and other obligations. So, if you are going to start a content strategy, here are some things to keep in mind:
- This is a long-term commitment. A blog that is abandoned after a few months looks worse than no blog at all. Make sure you understand and are prepared to put years into this.
- There will be some weeks where you are especially busy and do not have the time to post. Before you start posting, you should build up a backlog of blogs to fall back on. You may also find it helpful to schedule some content in advance, so that things will still post in an emergency.
- If you are going to start a blog, make sure that you are genuinely excited about the topic. This will keep you from resenting or giving up on the topic once you get bored of it.
When used correctly, a content strategy can put you above your competitors and position you as a knowledgeable, authoritative voice in your field. But this will not happen if you do not post consistently and intelligently.
Dr. R. Kay Green is the CEO/President of RKG Marketing Solutions Inc. With over 190,000+ Twitter followers, 35,000+ Facebook Likes, and the Top 1% LinkedIn profile designation, Dr. Kay, a self-motivated trailblazer, is the Quintessential “New-Age” Professional Woman, and PhD Marketing Pro. She earned a Doctorate of Business Administration in Marketing, and has completed PhD coursework in Leadership and Organization Change. She also holds a Master of Business Administration in Marketing and Management, a Bachelor of Business Administration in Marketing, and an Associate of Arts in Marketing Management.
She is affiliated with several prestigious universities and has instructed over 350 courses online. A popular speaker on Marketing and Business topics, Dr. Green is currently featured on Huffington Post, Black Enterprise, Black News, The Network Journal, Business Review USA, Digital Journal, College View, Business New Hampshire Magazine, Bay State Banner, Reader’s Circle, North Dallas Gazette, Harlem News, Top News Today, One News Page, NE Informer, Women in Business PR News, Consumer News Today, Women PR News, San Francisco Chronicle, Houston Chronicle, Chicago Daily Herald, The Miami Herald, and Book News Articles.