Well, this is a little embarrassing to admit, but we have broken our own rule! When it comes to content marketing, consistency is king and this means regularly communicating with your audience otherwise they will forget about you!

Often when times are quiet, keeping your marketing up to date is incredibly simple. You may even enjoy it. However, when times get busy, it is easy for it to take a backseat and you would be surprised at how quickly people can forget about you. We call this ‘drop-off’.

Following a surge of interest as lockdown eased, even we broke our own rule as we focussed on impressing our rapidly growing client base. Interestingly, as the weeks went by we saw a drop in new enquiries.

Why did we want to share this with you? It’s because we thought it would help demonstrate the value of consistency in your content marketing.

How can I avoid ‘drop-off?’

There are a couple of ways that you can avoid drop-off and even during the busy times (which is arguably when it becomes the most important). This includes how you should:

• Plan what you will be posting and sharing in advance
• Prepare your content in advance (we recommend always being four weeks ahead)
• Book time out in your diary for business development and stick to it
• Make the best use of scheduling tools so that your content (which is prepared in advance) is shared automatically
• Utilise tools such as Canva or Photoshop to create templates that will speed up the creation of beautiful posts

We cannot under-emphasise the value in preparing in advance! If you are planning and sharing everything on the day it is due, you will experience drop-off as soon as you become busy.

There are some great tools out there that can help you schedule your social media posts as well as Facebook having its own scheduling facility, Mailchimp, and most websites being able to share content at the date and time you set.

I’m still not able to fit it in!

As a business owner, you should be focusing your valuable time in the right areas and if you simply do not have the time to put into your content marketing, that is where we would advise outsourcing it to a specialist.

Doing this is not as expensive as you might think and will mean that your drop-off will vanish completely!