Is your content marketing working for you, or against you?
Consistency. The 3rd most shudder-inducing C word after... I’ll let you decide.
It’s a word that gets thrown around by social media gurus, marketers and content creators alike, but it truly is the key to unlocking what so many of us crave: results.
If I look back to younger me, gymnast me, I dreamt of the day I’d stand on the gold medal podium at the British Championships. I’m sure you can agree, gymnastics of any sort is not the kind of thing you can wake up one day and win gold at, out of the blue. You’ve got to put in the work to learn the skills to show ‘em off, and I knew that. Or at least my coaches did.
So I trained. Day in, day out. Consistently showing up with gel-scraped hair and my best leotard to put in the work. And when the day came that my name was called in front of the crowd in Stoke-on-Trent’s sports hall, that gold medal felt all the more worth it.
What’s this story got to do with your small business?
The formula here is the same.
If you consistently work at something, results will come.
And to achieve results for your marketing efforts with minimal spend
(I hear you), content marketing should be your best friend.
What consistency means for your content marketing
Consistency in itself essentially means to repeat a process, behaviour or treatment, again and again.
For content, that could look like posting to your social channels on a regular basis, writing a blog post weekly, or sharing a podcast episode on a set day and time for
But to do this requires commitment, and it can easily become overwhelming when you set those parameters high. Trust me, I’ve been there. A weekly blog post of 2000 words may sound excellent on paper (and to your SEO), but in practice, if you’re pairing that with 7 Instagram reels, 5 tweets and day and 17 TikToks, it’s simply unattainable for many of us.
Sustainability is important within your business, too
I know you’re creating a business that cares about its impact. You’re reducing your plastics, minimising emissions and striving for customer-friendly processes on the daily (props to you, my friend).
But have you considered what sustainability means for your content?
To produce consistent content sustainably, you need to find a system that works for you, not against you. If you’re working your arse off to produce a staggering amount of content, you’ll likely be on a fast train to burnout.
And burnout is not sustainable.
Let’s look at 3 simple ways you can be consistent in a way that serves you, and your audience, at the same time:
1. Reduce your content marketing
Hear me out.
There are no hard and fast rules when it comes to the quantity of content you need to put out in order to see results. Yes, there is some truth that more content equals more eyes which can lead to more conversions, but if you’re burning out to do it, what’s the point?
Look at your current output and ask yourself:
How many pieces of content am I aiming for each week?
Am I currently able to produce this amount week on week without too much stress?
Do I find myself scrambling together a blog post/Insta post/podcast last minute to meet my own demand?
If the answers leave you feeling frazzled, this is your permission slip to take your foot off the gas and slow things down.
3 Instagram posts a week for 2 years is better than 7 Instagram posts a week for a month, then silence for 2.
2. Repurpose your content
This isn’t groundbreaking stuff here, but it’s one that’s so easily overlooked. In a culture of new, new, new, we’re conditioned to think that repurposing is lazy or uninventive.
But here’s a truth bomb: repurposing is smart.
Take a look at your Instagram insights for a moment. Scroll back over the last year and ask yourself:
What content performed especially well for me?
What post generated the most saves? (We’re looking for the value here, not vanity metrics)
What piece of content could I speak more about?
Find 3 or 4 pieces of content that stand out to you, and think about 4 ways you can say the same thing in a slightly different way.
This could be turning a feed post into a reel. Turning a reel into a carousel post. Turning a carousel post into a blog post (if you clicked the link above, you’ll see that I’ve done just that with this very blog post).
There is no shame in repurposing content to make your life easier, and provide more value to your audience. The chances are, your customers and clients may have forgotten about that old piece of content by now, and if you’re trying to position yourself as the expert in your field, then what’s the harm of repeating your knowledge?
3. Find your content hero
The hero framework is fast becoming my go-to when I sit and plan out my own content marketing.
It’s a formula I addressed in this reel (another repurpose, wink), and the idea is simple.
Choose your hero platform.
This is usually a long-form place for content, be it a blog, a podcast or a YouTube video. It’s a place where you can deep dive into your expertise (and yes, this applies to both service and product brands).
Set yourself a realistic consistency goal.
Once a week is great, but whatever works for you is the key here.
Create your content.
Write your blog, record your video… etc.
Take that piece of content and get your analysis goggles on.
What can you pick out from your hero piece to repurpose somewhere else? If it’s a blog post highlighting ‘3 ways to xyz’, then you could create a carousel sharing a simplified version of the 3 steps.
If it’s a YouTube video showing a day in the life of you packing products in your studio, you can cut snippets out for reels, TikTok and Pinterest.
Can you see how this makes your life easier?
Creating content using this method will help you be more consistent in a way you can sustain. Do the bulk of the work once and repurpose it in multiple ways.
Not only does this give you plenty of content to play with each week, but it starts to create a magical web that all interacts with itself.
Your blog, social platforms, YouTube channel or podcast all interlink, creating even more consistency when it comes to your messaging and output.
Did you find this helpful? I’d love to know if there were any lightbulb moments, or how you’ll be implementing these tricks to help you create a more sustainable content marketing flow.
If you’re struggling to find a way to implement a strategy that makes sense for you, book a Big Chat with me.