The importance of content consistency to your marketing strategy and overall business success cannot be overstated. And with so many different customer touchpoints available to your business – think multiple social media channels, your website, newsletters, customer service team, and others – it has never been more challenging to deliver a consistent experience.
Why is getting this right so important?
It helps build brand trust and provides a better overall user experience
Consistent branding and messaging helps build familiarity and trust with your audience. And trust in your brand is what sets you apart from your competitors when it comes time to buy.
Therefore, the way your business sounds and acts – that is, its tone of voice – directly influences how current and potential customers feel about you. For example, if you’re an accounting firm that aims to project expertise and professionalism, then this needs to be reflected across all of your touchpoints. Replying to a Google review, Facebook message or customer email query should be done in the same tone of voice (TOV) you communicate on your website. In this example, replying in a casual and informal way would be jarring and provide an inconsistent user experience with your brand.
According to Shuttlerstock, brands who invest in content consistency see a 23% increase in revenue. So, how do you make sure your content is consistent? A style guide or brand guide is a great place to start, because it ensures everyone who creates a piece of content for your business is ‘singing from the same hymn sheet’.
It can create authority and position your business as a knowledge leader
Communicating in a uniform voice isn’t the only element of content consistency you need to think about. Publishing new content – whether that’s a blog, social media post or newsletter – regularly, such as once a week or once a fortnight, can enhance your business’ credibility and reputation as an expert in your industry. If your customers see you as an industry expert they’re more likely to trust you and you’re more likely to get their business.
In a digital world where everyone’s competing for audience attention (and retention), high-quality content posted consistently can reinforce your brand identity. And this will compel your reader to keep coming back for more. When it comes to blog content specifically, posting regularly also has excellent SEO benefits. This can help get your business in front of more eye balls.
According to an example cited by Forbes, six months after enacting a consistent strategy, blog traffic increased by 90%. How can you post content regularly and maintain it? Make a content calendar and content planner key pieces of your overall strategy. This will help to automate your content marketing, as well as seed your business as an authority within your industry.
Get help from small business content marketing experts
If terms like content calendar, content planning and content strategy have you in a spin, or if you’re thinking ‘when on earth will I get time to do all of this?’ – get in touch with Shuttle Rocket. The small business content marketing experts that don’t cost the earth.