How To Avoid This Common Marketing Mistake: Commit to Consistency.
Excerpt:
By now, most marketing leaders recognize the power of a well-executed content strategy. Content makes the difference between brand loyalty and brand anonymity, which is why 86 percent of B2C marketers and 91 percent of B2B marketers use content to engage their audiences.
Despite the value of content marketing and how common it’s become, one problem won’t seem to go away: Marketing leaders don’t commit to consistency. They create content when they’re inspired or when they need to promote a specific campaign or event, and that’s about all.
Those are great times to lean on content, sure, but an inconsistent strategy fails to take advantage of all the ways content helps you build stronger connections with your audience and see better results.
Content isn’t a once-and-done tactic or some kind of Frankenstein strategy that works with a bunch of parts you throw together. Marketing leaders who are serious about content — and the benefits it offers — need to understand the difference consistency makes and how to create a content strategy that works for their brand.
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