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Tuesday 17th May 2022

Consistency – The Marketing Strategy That Works Every Time

Wed 2nd Mar 2022
By Todd

SEO, Google Ads, Facebook Ads, content, social media – it all works better with a consistent approach.

Sure, you could have an amazing strategy, some cool digital marketing tools, and a decent following on your blog, email or social. But without consistency, it all falls apart.

Most of the web is now run by AI and algorithms. They’re looking for patterns to prioritise the best content. Aside from being a shock jock or a viral YouTuber who does silly pranks, consistency is a sure-fire way to show the AI that you’re committed.

This isn’t all about algorithms though.

Consistency - The Marketing Strategy That Works Every Time

Consistency – The Marketing Strategy That Works Every Time

 

Consistency is key

AI is just there to influence human behaviour. Humans like consistency. They like those who show up. They remember people, brands, and companies who consistently share great content about the same core topics.

Talk about the same topics, consistently, and you’ll soon see some good traction. Part of the reason for this is the E-A-T Google algorithm, which is designed partly to establish which blogs hold more authority on any given subject.

You don’t need to be an expert! It helps to be experienced, but it’s not completely essential.

How do I know this? Most people I speak to who are struggling to gain reach on their blog, email, social media, or similar are good at what they do and when they share content, they share great stuff. But they’re beaten by poorer, more consistent content.

I’m not for one moment suggesting that you rock up to LinkedIn on a daily basis and share utter tripe (although it seems to work for some!). No – I’m suggesting that you share good (not amazing) content on a daily basis and ‘show up’. In other words, establish a positive presence.

 

A strong marketing technique

Stop overthinking what you put out and just put out more! (Good stuff though… share good stuff.)

It’s as simple as this:

Create an amazing blog once a month and do some mind-blowing LinkedIn posts once a week – great.

Create simple updates on your blog and post less mind-blowing (but good enough) content daily on LinkedIn – better!

After all, most of the internet is scrollable stuff. It’s not book standard material.

Sure, you should have some cornerstone content on your blog. Of course, you should create a good page, a strong profile, and grow an email list. Yes, it’s great to have a fabulous podcast and I’m certain building a bank of superb content on YouTube matters.

But until then – just get consistent.

Most of the viral people online right now are shooting from selfie GoPros and editing on-the-go for YouTube. The LinkedIn content is posted on the fly, on a mobile, without a strategy. It’s a thought shower. TikTok videos go viral because they’re interesting and perhaps surprising; not because they’re filmed well.

 

Get consistent now, get better later.

 

Life lessons you can apply to your marketing strategy

Recently I quit drinking.

I’ve talked about it quite a bit on my personal Facebook and Instagram and there are some posts on LinkedIn too. I do spend some time thinking about these posts, but for the most part – I just post.

There are three things I’ve learnt from this:

  1. People love an honest story that shows the real you and your vulnerabilities. They love to follow a journey.
  2. Most content written on-the-go is better than content you overthink and plan. iPhone notes are your friend.
  3. Exercise and nutrition is all about consistency, too. It’s not about being strong right away or running 10K. It’s not even about buying new kit and joining a gym. It’s actually all about getting started, keeping on going, and doing something every day towards your goals.

Content marketing is no different.

You don’t need a gym – LinkedIn is free. Turn up, post, comment, and get on with it.

You don’t need new gym gear – avoid the tools, hacks, and all that other shit and just post (for now).

You won’t be strong or fit right away – we all started with one connection, one blog, no traffic, and zero leads.

Get going now, go viral later.

It’s been five and a half months since I quit the booze and started working out. It’s been 10 years since I started using social media and content to generate business. Neither are perfect… and they never will be.

But getting up at 5am to do a two-hour workout is now easier than the first time I did it, and this blog just fell out of my fingers onto the keyboard. I don’t ‘write’ as such; I just type the words that come into my head.

 

Think of marketing as a journey (with lots of steps to take)

Add value, add great messages, share good stories, and be the person or content people will stop and look at occasionally.

Whether you’re working out, posting online, or trying to quit a bad habit – it’s all about consistency.

It’s about taking (simple) daily steps.

It’s not about big blogs, expensive memberships, clever tools or complicated strategies and workouts.

I started posting on Twitter from a laptop in the evening once a day. I started working out with two bricks and a toolbox.

I’m not perfect at either. I’m not the best at fitness or content. But I show up daily and create content – just like I move some muscles. I’m gaining results whilst others think about new gym gear or which colour to add to the Canva images for the blog they’ve been ‘working on’ for two months.

Just post it already!

Consistency: it’s the answer to many of life’s challenges.

Just remember: show up daily with decent content, ideas, questions, images, videos, or whatever you can create – or ask a digital marketing agency like us to create some content for you.


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