When it comes to content, consistency is king
You’ve probably heard it before: people need to see your message multiple times before they take action. But in today’s world, where everyone is bombarded with content, simply showing up with a sales pitch a few times isn’t going to cut it. The reality is, if you want to build a brand that sticks, you have to get in front of your audience consistently with content that’s valuable, interesting, or helpful.
Gone are the days when sending out a couple of emails or running a few ads could create a lasting impression. Now, it’s all about staying top of mind by being useful, entertaining, or educational. And that takes a strong brand foundation.
Why Consistency Matters
Think about the brands you trust. Chances are, you see them often enough that they’ve become familiar. Whether it’s a podcast episode, a social media post, or an insightful article, they’ve probably offered you something that wasn’t about selling you something but rather about helping you solve a problem or learn something new.
This is what builds trust and loyalty. When your audience sees your brand consistently showing up with something of value, they start to associate you with solutions, inspiration, or expertise. The goal is to position yourself as the go-to resource in your industry.
How to Show Up Without Being "Salesy"
It’s tempting to want to push your product or service every time you communicate, but audiences today are too smart for that. Instead of focusing on the hard sell, focus on sharing:
Tips and advice: What quick wins can you offer your audience? Maybe it’s a best practice in your industry or a piece of advice that saves them time or money.
Educational content: People are always looking to learn. Break down a common problem in your industry and explain it in a way that’s easy to understand.
Entertaining or inspiring stories: People love stories. Sharing a behind-the-scenes look at your business or a success story from one of your customers can humanize your brand and make it more relatable.
The Role of a Strong Brand Foundation
None of this works without a strong brand foundation. If your message isn’t clear, or your brand doesn’t stand for something, it’s hard for people to connect the dots between the content you’re sharing and who you are as a business.
A strong brand foundation allows you to:
Stay consistent: You’ll be able to create content that aligns with your brand values and mission.
Make an impact: When your audience sees content that consistently reflects who you are, it starts to sink in. They’ll remember you for the value you offer, not just the product you’re selling.
Build relationships: Consistency breeds familiarity, and familiarity builds trust. Over time, your audience will start to see you as a reliable resource.
How to Get Started
Start by looking at the content you’ve already created. Is it in line with your brand’s core message? If not, it’s time to revisit your brand foundation. Make sure that everything you put out, whether it’s a blog post, an email, or a social media update, reflects who you are and how you want your audience to see you.
Remember, it’s not about trying to sell to your audience over and over. It’s about providing them with value, time and time again, so they start to think of you as a company that helps them—whether that’s solving a problem, teaching them something new, or simply making their day a little brighter.
At Third Act Marketing, we help businesses like yours build a strong brand that connects with your audience through meaningful content. Get in touch today to create a strategy that drives the connections you need to thrive.