consistency

What Mom Never Told You About Content Consistency

There's this word that keeps popping up in content marketing. It's called (drum roll) ... consistency. 

Your mom told you all about moderation. Everything in moderation. Well, consistency rings true in a lot of different avenues. And especially with content marketing. Bet your mom didn't tell you that one.

Ok, so, dumb question: how much is the right consistency? Are we to be consistently consistent?

Consistency comes down to the channel. Some require more than others. So, let's take a look.

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Consistency Is Expected - blog posts, newsletters, social media and podcasts. These are items that your audience is expecting to see with great frequency.

Consistency Not Required - videos, white paper, ebooks, webinars and infographics. We don't want to overwhelm our audience with these things, but they're not to drop in when/where appropriate. 

Consistency Not Critical - events, games, guests. These are nice to have. Give your content marketing some variety. Again, not super important, but good to have in there every so often.

So, are you doing this right? There's not secret ratio when it comes to content marketing, but there are some common sense markers. The above markers are just the start. Play around with what works for you and go from there. Of course, it all comes down to what your audience needs and/or is looking for.

 

 

 

 

Why Do People Think E-Mail Marketing is a Good Idea?

When people think about email marketing, they probably think about it the way people thought of direct mail back in the 90s. They thought about the mail that comes with that huge bundle of coupons, offers, etc.

However, like direct mail, email marketing is all about the presentation. I actually won a 2018 National Addy Award (silver) for a direct mail piece. Well, that's a whole other blog post at some point.

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Getting back to e-mail marketing, I'll drop this little piece of knowledge on you: 91% of consumers check their email on a daily basis. 

Just think about it.

It's not surprising. No other channel delivers like email, but 91%. Wow. 

Great email marketing starts with understanding your own brand. Well. If it were a person, what are the characteristics? Of course, tone of voice is how you rope folks in and get them to listen. It starts with a subject line, and goes on from there.

It's you and the customer, one-on-one. What do you say? What do they want to hear? What are you trying to get them to do? 

And then start a dialogue. It's that simple. However, make sure you've written your strategy down and there's a rhyme and reason. Your audience is smarter than you give them credit for, so don't waste their time.

I'll leave you with this last stat. Customers who buy products marketed through email spend 138% more than those who do not receive email offers.

So, are you using e-mail marketing? If so, what are you saying?