What It Means To Be Consistent In Marketing

Consistency is frequently talked about as a key factor in marketing, but what does this mean in practice? “Consistency is key” or “Consistency is king”, they say, but how can you put these nuggets of wisdom to good use—without overwhelm or burnout? The two sayings hint at this post being about consistent content creation rather than brand consistency, so let’s jump right in!

Comparing Consistency In Digital And Traditional Marketing

Digital marketing in particular quickly makes it obvious when someone isn’t consistent in their marketing efforts, but if you are used to receiving a brochure from your favourite department store during the first week of each new month, yet there is none in your mail, you might take even more note then. Traditional marketing indeed matters still, but in a different way than before.

Traditional marketing tactics tend to be much slower and less frequent now, compared to those employed in digital marketing, so if we are to use them regularly rather than as for example flyers informing of pop-up events, great care must be taken to ensure consistent deliverability. Otherwise, the reputation of a firm can take a hit.

Consistent Content For Digital Marketing

My personal marketing experience is from its digital realm mainly, which is also where people feel more stress and overwhelm, so that is what I will focus on in the the rest of this post.

Digital marketing only ever seems to be accelerating, partly because tools are made increasingly advanced to fulfill even more intricate needs, and partly because new social-media platforms are launched faster than old ones are closed, or dwindle in popularity.

As an entrepreneur, the next step could be to choose a presence in all those places, but what would happen to the consistency in marketing? Can we ensure content a) tailored to the vibe and users of each platform, and b) delivered consistently?

Side track: Are the users of a platform even part of a targeted segment? If not, perhaps stay away entirely. You don’t have to, and can’t, show up with high quality everywhere, unless you have a team working for you, and even then it isn’t smart to spread it too thin if the majority of existing and potential customers are active elsewhere.

How To Navigate Advice On Consistency In Social Media

My first major step as an entrepreneur towards a direction of thinking more for myself was the realisation that two established business owners were pushing “must-do” tactics with equal conviction but opposing key messages, whereas I would have preferred a third option to do things.

Once you step outside of all these business “truths”, you begin to notice that quite a few have no basis in academia nor are the tactics suggested tested on larger numbers of different business models.

The good news therefore is that you are free to test things, audit how they feel to you also in practice (because we tend to perform much better when we genuinely enjoy a method or technique), and discard the advice that doesn’t generate what you wish for. We can still respect and admire a fellow business owner even when we don’t implement everything they suggest.

From “I quit social media last year” to “You have to post consistently every single day!” (apparently including weekends, too = absolutely not for me) you are bound to find some frequency that suits you optimally.

I like reading about people’s systems because there could be small nuggets of wisdom that become impressive domino effects ending up with a final missing piece of some type to fall into place. One such thing was the suggestion to track my energy levels in relation to my hormonal cycle, and once I started paying more attention, a clear peak revealed itself in the middle. Some other parts of that creator’s messaging isn’t for me, but she shows up, has a following, and is helpful to her audience, which makes the business world a better place as a whole.

How To Start Developing Your Own Routine For Consistent Content Creation

Taking Stock

Your first step when thinking about content marketing and how you can go from irregular to something your dream customers can expect to rely on will start from taking stock of where you are now. Try not to add a layer of judgement to it, because that is unhelpful and unnecessary.

Simply observe what you do or don’t, where you show up if you create something, and what emotions arise. Put words on the emotions, perhaps write them down, and set the paper or file aside for now. Where do you feel like there is or could be traction, where do you think the atmosphere doesn’t align at all with what you are striving to achieve, and what new place are you curious about testing for a while?

Where Are Your Ideal Customers?

Next, decide which channel makes you the most excited about in this moment, when picturing what consistent content creation could mean to you and your business.

This is the best place to practice consistency, due to the least resistance involved. The sooner you get to experience small successes, the essier it will be to show up regularly.

Earlier when taking stock, you may have realised that there is one channel you should use because customers are there, yet feel unexcited about on a personal level. In this case it is extra important to weigh what is a must have whereas what is nice to have in terms of consistency. You will need to save some energy for the parts that feel heavier to you, so if this is your reality, bare miminum will be how to roll—which is good enough.

How To Start The Content Posting

While it may be fun to publish all content at a quick pace, once you have something queued up, please do not do so. Instead, stick with a less frequent rhythm, and build slowly.

Since my recommendation is to have at least 10 pieces of content in store before launching the first one, you will not run out immediately if you practicesome self-restraint. If you start from only one piece per week, seeing as zero was ststus quo, these will take you ten weeks to publish.

Twice weekly is still a really good start, too, lasting you a whole month, which gives you time to create more for weeks 6 and 7. The more you publish the easier it will become to keep up, and at some point you may have snowballed your number to allow for three times weekly. Or not.

Personally I prefer to read emails no more than once weekly, so if you consider one newsletter to be a key component, you can grab some part of it to post on a social-media profile, and then have some light stuff for a third piece.

The Power Of Content Repurposing

Content repurposing is one of the most amazing concepts I have come across in my years in business, and the potential it brings along for growth is astounding.

You should start being as excited about it as I am, because you are definitely becoming comfortable with the copy-paste functionality, and the best part is you are copying yourself. Pure gold.

At this point it is pertinent to remind you that some entrepreneurs choose to email their list only once monthly. Whatever works for you, as long as you show up consistently in a way that is genuinely sustainable to you.

Economic Sustainability In Content Marketing

Economic sustainable development isn’t much talked about yet, but this concept is at the heart of it. It is easy to get carried away, but then we only end up confusing algorithms on social media. Are we going to show up or not? Is our content worth showing to people?

It would be sad to start afresh, but drop the disciplined rhythm by posting too much too soon, and then have nothing in store once all of it is public. I don’t enjoy telling others what to do, but in this case I will state this firmly: Don’t do it, don’t go all in and burn the candle up from two ends, but stick with the pace you first decided on!

Now that the finger waving is done, I want to remind you that sustainable means something you can keep up with in the long run. You can always increase a frequency of content creation later, but it is much harder to decrease if you decided to post daily, yet lost motivation.

In the end, consistency in content creation is about potential and existing customers being able to count on something from you, regardless of how seldom or often you decide to show up. Once they know, they will also be able to budget money to spend on your fabulous offerings. And thst should only be a good thing!