The content you post online tells a story about your brand. By leaving this digital footprint in the online marketplace, you build a web presence. Your company’s web presence is compiled of every piece of content related to it, including your blog, social media posts, videos, and even links or mentions by other websites.
All content improves your company’s visibility, but without consistency, it’s virtually ineffective. Much like a one-hit wonder, your website won’t make a lasting impression if you don’t continue to supply content to keep your audience interested. The age-old adage, “out of sight, out of mind,” has never been so true. If consumers don’t see you online, then you run the risk of falling behind the competition.
So why is consistency in digital marketing so important? Here are five reasons to keep your content flowing.
- Boosts SEO
Search engine optimization improves your result rank from Google and other engines. Although content isn’t the only indicator, it plays a big part. Consistent updates are important for SEO because it keeps content fresh and relevant, which Google has mentioned in its own blog. Nobody wants day-old bread, and nobody wants month-old news either.
Another reason up-to-date content benefits SEO is by ensuring Google knows your brand is still in business. Crawler bots investigating a site that hasn’t been updated in a while could report inactivity. If your site isn’t active, it loses out on a higher rank.
- Improves Brand Awareness
No matter which industry your company belongs to, it’s bound to have competition. To overcome competitors, you need consumers to recognize your brand. Brand awareness is built through a variety of methods, including content production.
Most of the information read about a product is written by the company that produced it, and 25% of internet users follow brands on social media when considering a purchase. That means your content could be the deciding factor in whether or not someone commits to a purchase. The more content available, the better consumers get to know and trust your company.
- Proves Your Brand is an Authority in the Industry
There’s a reason people say, “go to the source”; it’s because the source always knows the most on a subject. Therefore, if a competitor appears to know more about your industry, you risk losing the sale. For example, a law firm specializing in realty closing might not be trusted with an empty blog page. Instead, homeowners may seek the expertise of a firm whose blog is filled with helpful closing information.
Customers want to know they’re getting the best experience for their money. To be the best, you should show that you know the most. Your customers can’t tell what you know unless you share it with them.
- Builds Customer Trust and Brand Loyalty
Customer loyalty is what turns first-time buyers into return buyers. While much of this relates to the quality of service, it’s also defined by how much you share with your customers. Of site visitors, 82% report feeling happier about a brand after reading their custom content. Knowing your audience and posting information that they want or need makes them feel important.
Sharing information about promotions and upcoming news keeps a brand fresh in the minds of readers. The more people see your emails, social media updates, and blog posts, the quicker you become a regular part of their week. Regular posts make you appear reliable, which builds brand trust.
- Increases Chances for Customer Engagement
Finally, consistently posting information improves chances for customer interaction. According to recent research, 72% of advertisers rely on content for engagement. That is beneficial for all of the points mentioned above. For example, consumer comments do the following:
- Boost SEO by increasing hits on your content
- Promote brand awareness by bumping your posts in relevance on respective platforms
- Offer plenty of opportunities to prove authority in your niche
- Build customer trust by interacting with them one on one
The more content you publish, the more opportunity there is for readers to react, share, and comment. That provides an opening for you to respond in kind, which perpetuates further interaction.
Staying Consistent is Key
Ultimately, posting consistently improves SEO, visibility, authority, loyalty, and engagement, which in turn increases revenue. In fact, Forbes reports that brands that represent themselves equally and constantly across the internet increase revenue by 23%.
Contact W3 Affinity to learn more about the benefits of digital marketing. We’re happy to provide a free consultation to all new clients. So, start growing your brand’s web presence and watch it flourish online.