Consistency is key with content marketingConsistency is key. Consistency tells your customers that you’re reliable, that you run your business efficiently, and that you will be there when they need you.

But one area that small businesses are notoriously inconsistent with is their content marketing. That’s social media, blogs and email newsletters.

Why is that? Well, probably because many business owners think of it as optional, a “nice to have”, and so when things get busy, keeping the Facebook page updated falls down the priority list.

But marketing online is one of the most effective ways to get your brand name out there and just a little time spent each day/week interacting on social sites and creating an interesting blog is a great way to build relationships with potential customers.

Being consistent with content marketing is the key to building a loyal fanbase. Most small businesses can’t afford to advertise through traditional media like TV, but what they can do is apply the same principles to their content marketing strategy.

If you think about a soap opera, it gathers a loyal viewership because it is on at the same time, on the same channel, every week. If it was randomly broadcast at different times and on different channels every episode, who would be bothered to keep up? You would have no viewership.

It’s the same with social media. You have to turn your feed, your blog and your emails into a regular, predictable, consistent system packed full of quality content. Then and only then, will people learn what to expect, tune in, and start listening.

So what can business owners do to achieve consistency with their content marketing?

1. Planning

Developing a content plan is essential for achieving consistency. Decide upon the broad subject areas that you want to cover with your blog and social media and how frequently you want to publish. Under each subject heading, list specific topics or post titles and map these against the dates in your editorial calendar. Doing this will prevent the mental block associated with staring at a blank screen on the day you want your post to go out and ensures that your blog stays focused.

2. Scheduling

Once you have your plan, scheduling is the next most important element to achieving consistency with online marketing.  As a busy entrepreneur, it’s frankly impossible to manage all areas of the business and post updates at set times to Twitter and Facebook.  There are a number of programs out there that make social media management easier by routing all of your accounts through one system, such as Hootsuite.  Not only do these programs enable you to schedule posts to go out at specific times through the week, but they can also help determine the best time for you to post to maximise your audience reach.

3. Delegating

Social media marketing is just one of the tasks that can be delegated to ensure a consistent online presence for your business. Entrepreneurs often don’t have the time to keep their news feeds up to date as they are busy taking care of their clients, their staff or their operations. But with somebody else handling your day to day content marketing, such as a virtual assistant, you can get on with more pressing tasks knowing that your posts, articles and newsletters are being created and published consistently to meet the demands of your loyal fanbase.

I’d love to know how you manage your online marketing strategy and whether you’re using a virtual assistant to help you achieve consistency! Leave a comment 🙂

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