It’s Not You, It’s Your Inconsistent Content Plan: How To Make Your Content Matter Online

In the wild world of digital marketing, everyone talks about content—how to write it, optimize it, and share it.

But there's something equally important that doesn't always get the spotlight:

consistency.

If you run a small business in Alberta, you probably already know how much content matters. But what you may not realize is how critical it is to keep showing up, not just once in a while, but regularly.

That’s what keeps your business on the map. You could create the best blog post or most engaging Instagram story, but if it’s a one-time thing, it might just fade into the noise. Consistency is like planting seeds—you may not see instant results, but over time, your efforts grow into something sustainable and impactful. Let's look into why consistency holds so much weight in the world of digital marketing and how you can use it to your advantage.

Why Consistency Matters in Digital Marketing

Consistency plays a key role in how your brand is perceived, and it directly influences everything from trust to SEO rankings. Below are the core reasons why you should focus on being consistent with your digital marketing strategy.

1. Builds Trust and Credibility Think about your favorite brands. You likely trust them because they consistently deliver the content or products you expect. When you’re reliable, customers come to rely on you, too. That’s how you build trust. When customers see regular updates, whether it’s through social media or blog posts, they know your brand is active and reliable. This kind of consistency builds credibility, showing that your business is here to stay.

2. SEO Benefits Search engines love fresh content. The more frequently you update your website, the more often Google and other search engines will crawl it. This is a simple way to signal relevance and maintain higher rankings. Creating consistent blog posts or updating your product pages regularly gives you more opportunities to use trending keywords, making your content more discoverable.

   Some SEO benefits of consistent content updates include:

   • Improved keyword rankings

   • Higher chances of being featured in search snippets

   • Better chances of attracting backlinks

   • Increased domain authority over time

3. Keeps You Top of Mind Imagine you're a small-town business in Alberta that’s focused on local markets. You want locals to think of your business first when they need the products or services you offer. By showing up regularly on their newsfeeds or email inboxes, you make sure your brand is always in sight. Staying consistent helps keep your audience engaged and ensures you’re the go-to when they need something.

4. Audience Engagement When you publish content regularly, you encourage ongoing conversations with your audience. Whether it’s comments on a blog post, likes on an Instagram post, or shares on Facebook, your audience begins to engage more when they know what to expect. Consistency creates a sense of routine for your followers.

How to Maintain Consistency in Digital Marketing

Okie dokie. Now that we’ve covered why consistency is so essential, let’s look at some practical ways to maintain it in your digital marketing efforts.

1. Use a Content Calendar

One of the easiest ways to stay consistent is by using a content calendar. A content calendar helps you plan out what you’re going to post and when. It takes the guesswork out of the process, so you’re never scrambling for ideas last minute.

Here are some tools you can use to create your content calendar:

• Trello – A user-friendly, customizable tool to organize tasks.

• Asana – Ideal for team collaboration and content planning.

• Google Sheets – A simple, effective tool for organizing content schedules.

What to include in your content calendar:

• Posting dates for blog articles, social media, newsletters, etc.

• Content themes for each week or month

• Goals for each piece of content (e.g., increasing engagement, driving traffic)

2. Set Realistic Goals

You don’t have to post every day to be consistent. The key is to stick to a schedule that works for you. Whether it’s once a week or once a month, set goals that are achievable given your bandwidth. Trying to post too often can lead to burnout and cause you to fall off the consistency wagon.

3. Repurpose Content

No one says you have to come up with brand-new content all the time. Repurposing content is a brilliant way to stay consistent without burning out. For example:

• Turn a blog post into a series of Instagram posts.

• Create a video summary of your blog content for YouTube or Facebook.

• Convert old articles into updated guides or resource lists.

By breaking down content into smaller pieces, you can spread it across multiple platforms and extend its life.

4. Automate When You Can

Automation tools like Hootsuite, Buffer, and Later can help you schedule posts ahead of time. Automating content ensures that you’re publishing regularly, even when you’re busy. Batch your content in one sitting and schedule it to post throughout the week or month.

Balancing Consistency and Quality

While consistency is important, quality should never be overlooked. Poorly written or rushed content can damage your brand’s reputation. The challenge is finding a balance between consistent posting and delivering value.

Tips to Maintain Both Quality and Consistency:

1. Focus on Evergreen Content: Evergreen content—content that stays relevant over time—gives you more value for your effort. Blog posts about industry fundamentals, FAQs, or how-tos are excellent examples.

2. Leverage User-Generated Content: Encourage customers or followers to create content for you. User-generated content, such as reviews, testimonials, or customer photos, can be easily integrated into your strategy and shared across your platforms.

3. Delegate Tasks: If managing everything feels overwhelming, consider delegating content creation to freelancers or a marketing team. Platforms like Upwork and Fiverr can connect you with affordable content creators who can take some of the load off.

Practical Steps to Achieve Consistency

Here are some actionable steps to maintain consistency across your digital marketing efforts:

• Create a backlog of content: On a good day, produce extra content and save it for busier times when you may not have time to create new material.

• Stick to a posting schedule: Whether you post once a week or every other day, ensure it’s consistent.

• Measure what works: Use analytics tools like Google Analytics or Facebook Insights to track engagement and see what type of content performs best. This data will guide your strategy and keep your consistency efforts on target.

• Engage regularly with your audience: Consistency isn’t just about posting. Make sure you’re engaging with comments, messages, and customer inquiries promptly.

Top Resources to Help You Stay Consistent

Here’s a quick roundup of tools and resources to keep your digital marketing game consistent:

• Trello: Organize content ideas and schedules in an intuitive, drag-and-drop interface.

• CoSchedule: A marketing calendar platform built for busy content creators.

• Buffer: A tool that allows you to schedule social media posts across platforms.

• Canva: Quickly design social media graphics, blog headers, and more with easy-to-use templates.

• Google Analytics: Track the performance of your website and understand what content resonates most with your audience.

Content Requires Consistency.

In digital marketing, consistency and content go hand in hand. Without one, the other can fall flat. Remember, content alone won’t make an impact unless it’s delivered reliably and frequently. Being consistent helps your business stand out from the noise, especially for small-town businesses looking to make a mark.

So, get started on your content calendar, set achievable goals, and stick to them. If it feels overwhelming, we’re here at The Digital Pickle Studio to help you strategize and keep your brand front and center.

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