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Inconsistency is a content marketing poison, but it doesn’t have to be

Inconsistency is a content marketing poison, but it doesn’t have to be

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You have great writers. You have a reputed brand. You spend time, money and effort on your content strategy. So why is all those efforts not paying off?

There are many reasons why content marketing strategies fail to see a positive return on investment (ROI). But one of the most nefarious offenders is also one of the least accepted: inconsistency.

Why is inconsistency such a content marketing poison and what can your business do about it?

Why is the discrepancy such a problem?

We all know that content marketing is valuable. If used properly, your content can become an engine for developing better brand reputation, greater visibility and even better customer relationships. How does inconsistency get in your way?

  • Customer Expectations: For starters, inconsistency interferes with your customers’ expectations. If you don’t publish at regular intervals, subscribers won’t know when they can enjoy your new content. If your quality is everywhere, customers won’t know if they can trust your brand.
  • Publisher Relations: Inconsistent publication lines can make your affiliation unclear or even confusing. Do not publish work on publisher websites that are not affiliated with your industry or your brand in any way. People can be told about your intentions and your areas of expertise.
  • Speed ​​Loss: Consistent speed is ideal for ongoing growth through content marketing. Write new articles and publish new links at frequent, regular intervals. You will be much more likely to see recurring progress in your keyword rankings, inbound traffic and other areas. As soon as you break that continuum, your continual improvement will diminish.

related: Here’s How to Improve Your Business’s Content Marketing

types of incompatibility

Material sustainability comes in many forms, What exactly do we mean when we refer to inconsistency in a content marketing campaign?

We are talking about discrepancies in various areas, including:

  • Timing: Although often you choose to create new content, you must create it at frequent intervals. For example, if you decide to publish each week, make sure you never miss a week.
  • Tone: The tone of your work also matters in all of your writing. Even if they come from different authors, your followers should enjoy a somewhat consistent brand voice and be consistent on popular topics.
  • Quality: Perhaps more clearly, the quality of your work should be consistent. In some ways, it’s better to have a slightly lower quality consistent job than a body of work that constantly alternates between high quality and low quality. That said, you should strive for the highest quality material you can produce – you just have to produce it consistently.
  • Publisher/Channel/Location: To some extent, you should be interested in maintaining consistency in where you publish and syndicate your work. People need to be familiar with your creations and primary content outlets.

RELATED: What Makes Copy Persuasive

Content Marketing Inconsistency Cure

Fortunately, there are some easy things you can do to fix your content marketing discrepancies and develop a better strategy overall.

  • Plan thoroughly: Take the time to think about all your decisions. Create a framework that you can use over and over again across all your content channels. If your content campaign is mostly responsive, or relies on your own impulsive directional changes, your campaign will naturally be less consistent.
  • Documentation: Despite its importance, many content strategists never bother Documenting their content strategies, This is a major issue because it makes it harder to train new people on your content standards. This leads to inconsistent attitudes within your organization and it sets the stage for moving away from the standards you originally envisioned. Make sure you document everything you want to appear in your content campaign, both present and future.
  • Official Direction: There are times and places where committee-based decision-making can work, and departments where autonomous, decentralized decision-making is even better. Before your content strategy can be consistent and credible, it needs to have some sort of authoritative direction. A person or a small group who is in charge of making all major decisions and resolving discrepancies when they arise.
  • Automation: Automation provides value in a few different ways. Not only does this save your team time, but it also streamlines consistency and reliability. For example, if you receive automatic reminders when a new post is about to be published, you’ll be more likely to maintain a consistent schedule.
  • Gradual Change: Content strategies are not meant to be static. In fact, if you are too consistent, your pause can give you significant potential value. If and when you do make changes, try to make them gradually.
  • Improving the overall consistency of your content marketing campaign can help you see better results and increase your ROI: Just remember that consistency is only one ingredient to a successful strategy. It is also dependent on other ingredients to work. Consistency only works when the quality and direction of your content campaign is right.

RELATED: Why No One Is Reading Your Company Blog

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Inconsistency is a content marketing poison, but it doesn’t have to be

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