Consumers today are bombarded by more content than ever. As a result, CMOs and other marketing leaders are under constant pressure to answer this pivotal question:
How do we stand out amid the content overload?
In the quest for attention, it might be tempting to dive headfirst into the provocative: embracing the element of surprise, concocting viral ideas, and channeling the unexpected. But as brands vie for a fleeting moment in the spotlight, they often neglect one aspect that’s crucial to results: consistency.
In truth, finding new ways to grab attention should never be at odds with prioritizing consistency. While consistency may not be glamorous, it’s the bedrock for building new ideas and fresh campaigns that truly stand out.
Why is consistency important to driving results?
Consistency builds brand recognition.
The Nike swoosh. The loopy Coca-Cola font. The “eat fresh” Subway rallying cry. The most successful brands in the world built their brand recognition through steadfast consistency. These brands’ consistent use of aesthetics, slogans, and messaging makes them instantly identifiable.
Customers are more likely to take a chance on brands they recognize. Building a recognizable identity can help you stay top-of-mind when a prospective customer is looking to make a purchase.
Consistency fosters trust.
Trust is the cornerstone of any relationship, including the relationship between a brand and its customers. Think about it this way: if a friend you know well suddenly begins using a new set of vocabulary, canceling plans, and going against their values, you might question their reliability and distance yourself from the relationship.
Just like in human relationships, consistency reassures your audience of your brand’s reliability. When customers know what to expect from you, their trust grows, which is essential for driving conversions.
Consistency strengthens the customer experience.
When your online assets are aligned, customers can move seamlessly through your pipeline without hiccups. Consistency across all customer touchpoints—from social media posts to emails to webpages—minimizes friction and confusion, leading to a straightforward and satisfying customer experience. Not only does a smooth customer journey boost conversion rates, but it also fosters loyalty and keeps customers coming back for more.
How to better deliver consistency
As the content agency of record for some of the best-known enterprises and fastest-growing startups, we’ve seen firsthand the difference that consistency can make. Here are our top tips for prioritizing consistency and using it as a conversion-driving force:
- Keep an up-to-date brand book on hand.
Every company should have a comprehensive brand book that’s a go-to reference for everyone involved in content creation. The book should define your brand’s mission, values, voice, and tone and include detailed editorial guidelines and directions for visual elements like logos, color palettes, and fonts. As your brand evolves, update the brand book to ensure everyone remains on the same page.
- Leverage your strongest messages across channels.
One important way to use consistency as a means of conversion is to ensure that your most successful messages reach everyone in your audience. So, when you land on messaging that truly resonates, spread the love across all your channels to maximize your impact.
Here’s an example. MarketSmiths recently worked with one of the world’s leading digital contract platforms to launch an ebook that generated buzz. To keep the momentum going, we helped them turn the messaging from the ebook into several blog posts, a webinar series, and a fireside chat. The collective result? A 20% increase in sales-confirmed leads.
- Pay attention to style.
When it comes to consistency, little details matter. For example, if you use sentence case for headers on your homepage but switch to title case on your contact page, your customers will likely sense an inconsistency, even if they can’t pinpoint it. Consistency in style, punctuation, and editorial details reinforces a professional and cohesive brand image—one that makes your customers feel comfortable, not uneasy.
- Perform regular content audits.
Set aside time every few months to perform a content audit. Comb through all your existing online assets and ensure that each piece of content serves your audience.
Outdated web pages, incorrect information, and old social posts that no longer represent your brand’s voice can confuse customers and erode trust. Identifying and removing these types of content will ensure that your audience only finds helpful content that builds trust, not confusing content that detracts from it.
Audits can also help you identify what’s missing from your online presence. Ask yourself: if I were a customer what else do I need to know? The answer might be more straightforward CTAs, a web page explaining your recent ESG commitments, or perhaps a case study for a newer product.
- Work with a copy agency of record.
To better prioritize consistency, examine your content creation processes. Rather than working with a range of disparate vendors and freelancers, partner with a dedicated team that delves deep into your goals and becomes a trusted group of brand experts who are well-versed in the intricacies of your voice and mission.
Working closely with a copy agency of record helps you ensure that your brand’s voice and key messaging remain consistent across all departments and platforms. Your content creators are no longer just one-off vendors, but trusted partners whose goals are directly tied to yours.
Ready to harness the power of consistency?
Meet MarketSmiths: a results-driven copy agency of record with years of experience across a range of industries. Whether you’re looking to banish customer confusion through a content audit, increase conversions with consistently on-brand content, or strategize new ways to build trust with your audience, we’re your team. Get started now.
