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Content marketing is not a set it and forget it strategy. By definition, new content must constantly be developed and blasted out to the world through various channels to build up a business' online presence. Marketers are constantly pressured to expand brands into new areas, many times before those areas are fully established. However, every business should have a narrative and this marketing message can get muddled when optimizing for SEO and social engagement.
A company needs to maintain a constant identity with a story that helps drive their business and tactics. This marketing message allows a consistent story to be told that can then be matched up to channels and platforms where it will resonate best, and adapted to fit others as needed. Without this consistent content marketing message, a business' identity can become fractured across all the different channels, resulting in empty posts purely designed to get engagement rather than build a true following. To shoppers, a company without a consistent message may not seem to have anything to offer.
Businesses should ask themselves if their marketing message is clear, defined and consistent. Short attention spans on most shoppers mean that a company cannot afford to send vague or mixed messages. Thus, in order to succeed at social, an organization needs to define their overall narrative.
Having engaging posts and consistent content can often be at odds with existing strategies for building an online presence. What are some ways you all maintain a consistent marketing message?