If you’ve been following the content marketing space the last few years (I suspect if you’re a Brand & Capture reader, you are already well-versed in the area), you’ve heard the adage that “Content is King.” I wouldn’t argue that, but I feel the phrase has been exhausted and oversimplifies what content marketing really involves. Quality content is a requirement, yes, but how often are you putting quality content out there? Once a quarter isn’t going to cut it. If content is king, then frequency is queen, and consistency is, I don’t know, the Prime Minister? You get the idea.
What qualifies as good marketing content? Let’s do a quick review, as I think many marketers get caught up in the first two bullets below and forget that the possibilities are many:
Let’s also make sure we’re clear on the difference between frequency and consistency:
If you still think you can get away with once-in-awhile, when-I-have-time publishing, here are several reasons why frequency and consistency are so important:
Let’s take a look at an example: After a few months of frequent and consistent content publishing and promotion, a Kuno client celebrated its strongest month ever in terms of lead capture. Marketing KPIs were up dramatically by the end of the first quarter. This smashing success was followed by common internal roadblocks that caused a decline in the rate of content publishing and promotion. Leads were cut in half from the previous month. That’s how quickly the impact was seen. Four weeks. These are common hurdles marketers face, especially when there are many decision-makers involved or an extensive legal review process is required. However, marketers need to use numbers like these to push projects forward. When a drop-off in new leads occurs that quickly, time literally is money.
While it certainly can vary from business to business and industry to industry, we are interested in knowing if you've found a sweet spot for content publishing that works well for your brand. Share your thoughts in the comments below!
With a decade of marketing experience, Meghan Sullivan is a Senior Consultant at Kuno Creative and is passionate about developing and executing inbound marketing strategies for her clients. When she ís not doing that, she ís probably curled up on the couch with her dog and iPad, or exploring Cleveland ís incredible food scene. Connect with Meghan on Twitter or LinkedIn.
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