solving the consistency conundrum
Hey there,
When it comes to content marketing for small business owners, there’s a phenomenon I call the consistency conundrum.
The consistency conundrum is based on 2 truths:
- All other things being equal, content marketing is more successful when it’s more frequent and consistent.
- Trying to build up frequency and consistency makes it really hard to keep all other things equal.
Creating effective content is hard enough.
It takes experimentation, effort, and time.
Once you’ve learned how to do it, it’s soooo tempting to think you’ve got it all figured out.
But you still need to figure out how to do it repeatedly, frequently enough that you can see results.
Revisiting our conversation about the difference between content creation and content marketing, content marketing takes more than what Mark Schaefer coined “random acts of content.”
Random acts of content are when you publish on a sporadic schedule with no strategy or common thread connecting the different pieces.
When you just publish when you can and hope that will be good enough.
And sure, they can bring in a trickle of results.
But if you want a sustainable business with predictable revenue, you need sustainable and predictable marketing.
And random acts of content are anything but.
When you try to implement a marketing strategy solely through random acts of content…
- It’s harder to develop a consistent brand message
- It takes longer to build rapport with your community
- You don’t get to leverage being top of mind for anyone
- It’s easier for your audience to forget about you
That means you’d probably need to spend a lot of time and effort on other marketing strategies other than content.
And in that case, why bother with the random acts of content at all?
It’s just a distraction from the other thing that’s actually working to get you customers or clients.
Instead of random acts of content, you need:
- A high level content strategy
- A system for executing it
A content strategy removes the strategic randomness from random acts of content…gives it all an overarching message and goal.
And a system removes the temporal randomness from them.
With a repeatable process and schedule, you can ramp up frequency and consistency without decreasing quality.
Like I said, I know it’s hard enough to figure out how to create effective marketing content once.
I know it’s even harder to make sure it’s also strategic and effective, and then do it again week after week.
But that’s what I’m here for, to help you figure it out.
To help you figure out an effective strategy that makes your content creation effort worth it, and then build a system to make it as easy as realistically possible to do it regularly.
How can I help you most right now?
Click “reply” and let me know your current content struggles. 😀