4 Ways to Win Customers Through Consistent Content Experiences
You’ve heard it before: consistency is key. This rings true now more than ever for brands, especially as companies choose to invest heavily in content marketing programs over traditional outbound methods. As more content is produced, brands need a way to effectively manage new content while making sure the consumer experience remains consistent.
So, why exactly does consistency in content marketing matter? Because just pumping out any piece of content isn’t enough to create value, and it won’t help you stand out from the crowd. Instead, content needs to be engaging and consistent — both in terms of the frequency at which it’s produced, and in its look and feel. Consistent content marketing builds trust with your audience, ultimately leading to better brand loyalty and increased revenue.
Ready to learn how to create a consistent content marketing experience? Here are four important tips for creating a consistent content strategy that actually produces results.
1. Establish your brand voice.
It’s important for your brand to understand your unique brand voice and style so you can ensure your consumers are having a consistent experience with your content. All branded content, from email messaging to social media to website copy, should accurately tell your best brand story.
For instance, if your brand voice is friendly and playful on Twitter, but the rest of your website is serious and highly technical, your company is sending mixed messages. This can confuse your audience and create a inconsistent brand identity. Instead, utilize a consistent voice across all channels to build trust and ultimately earn more revenue.
2. Use content to create a relationship with your customers.
Consumers are more loyal to brands they know. Luckily, content marketing gives consumers a way to get to know you, which allows you to build a lasting relationship between your brand and the fans who admire it most. Releasing useful content on a frequent cadence will keep your audience coming back for more.
And, don’t just stop at blog posts or eBooks — make sure you’re utilizing different formats and syndicating your content across relevant channels to maximize your content’s reach. Your top performing content pieces should ultimately transform into videos, Slideshares, topics on forums, and social media posts.
3. Looks are important, too.
Once you’ve found your brand voice and determined a cadence for consistent sharing, it’s also important to make sure your content looks and feels consistent. Developing a seamless look for your brand across all channels, both online and offline, will make your brand more recognizable. Which gives you another way to build trust: the visual consistency makes consumers more comfortable with your brand and more likely to buy from you again.
4. Manage your content wisely.
Your content is only effective if you’re using it correctly. Oftentimes marketing and creative teams will create lots of assets only to have them forgotten about in a folder accessed by just a few employees.
To realize the full value of all the content you’re producing, implement a system for managing said content. Having a cloud-based, visual solution for accessing your content, like Brandfolder, will help ensure that your team knows what content is available, and exactly how it should be used. Brandfolder is also packed with useful features, like image conversion and resizing, to make your content easy to manipulate outside of your creative department.
Once you understand what you have and how to use it, you can spend more time creating additional content to keep building a loyal fanbase.
At the end of the day, it’s important to keep the attention of your target audience. Inconsistent content experiences can damage the authenticity of your brand, lead to unengaged consumers, and position you beneath your competition. By making sure your content is easily manageable, and looks and feels on-brand, you’ll be well on your way to creating a content strategy that actually produces tangible results.