Success isn’t always about “greatness.” It’s about consistency. Consistent hard work gains success. Greatness will come. ~ Dwayne “The Rock” Johnson
We may not always turn to The Rock for advice – I don’t personally recommend following his habits regarding cod, for example – but he’s spot on with this take on consistency.
It doesn’t matter if you have the greatest idea in the world. If you’re not consistent in your pursuit of success, you’ll never find greatness.
Consistency tends to get a bad rap. It can bring to mind repetition, tedium, and an endless plodding ahead. We’d rather skip straight to the big hits, the cheering fans, the shiny gold trophies.
But consistency is so much more than same, same, same. It’s putting in the hard work to prove your reputation and create a recognizable image so your audience thinks, Yeah, that’s who I’m rooting for.
Developing a solid, consistent content marketing strategy isn’t just brand recognition. It’s not just about attracting one-time clicks. It’s about building a fan base that returns time and time again because you deliver the top-quality performance they expect.
Brand Consistency: Familiar, But Fresh
Today’s B2B customers want to get to know brands through their content to make sure their interests align. Informative content like blog posts, web copy, social media, and email are often the start of the buyer journey, so you need to make sure the introduction is a good one – like providing a timely answer to a top-of-mind question.
Then, once they’re drawn in, you need to maintain that relationship. Their expectations have been set. It’s up to you to retain their interest and trust by regularly providing interactions that feel familiar, but always fresh.
What does that mean?
There are three ways we can frame consistency in terms of content marketing:
- Consistent Identity
Audiences fill seats to see The Rock, not who Dwayne Johnson decides to be on any given day. Likewise, your content must consistently represent the core of your brand identity to cultivate your own fan base.
This is one of the most important ways to help buyers recognize your brand. You get to choose the personality you put into the world, and it’s a key component to drawing in the clients you want.
Most of our clients come to us knowing who they are as a company, but they might need a little extra help finding their voice when it comes to marketing. We use our expertise to weave personality into their content in a way that feels natural, confident, and reliable so their buyers keep coming back for more.
- Consistent Content
Audiences know they’re in for a good time when they go to see The Rock. That said, they’re not showing up to see him act out the same routine over and over again. They want to see something new, but expect him to put on consistent, high-quality performances.
The same holds true for content marketing. Readers hate being bored. It’s important to give your clients something worth reading to establish yourself as an authority in your industry.
When we’re writing a series of blog posts, for example, we like to build variations on a theme. We’ll switch up the topics or format to keep it interesting, but our primary goal is to maintain the same high value for the reader so they’ll keep coming back for more.
- Consistent Growth
The Rock’s switch from the ring to the big screen isn’t as much of a jump as it may seem. His consistent ability to provide good entertainment is what allowed him to bridge the gap between wrestling and acting.
Fans were willing to trust that he would continue to perform and followed him across media. In fact, his expansion from wrestling into acting helped him to build even more brand recognition and reach new audiences.
Providing solid content on one platform will attract audiences to another. An interesting blog post might encourage a reader to subscribe to emails. A thought-provoking white paper can lead to an introductory phone call.
Sustainable growth can only happen with a solid foundation, however. Consistent production drives brand awareness. Regular posts boost SEO, website traffic, and, ultimately, conversions.
Creating a strategic editorial calendar – and sticking with it – is a good step towards successfully growing your business.
Create Consistent Quality with Version A
When it comes to helping our clients develop content, we believe in consistency. Whether a company is just starting to find its voice or looking to expand an established brand identity, it’s our job to build responsibility, reliability, and recognition for their audience.
Consistency doesn’t have to mean boring – it’s the rock on which success and greatness are built.