Consistency for content marketing success: Ongoing strategies drive results

Published on
by Brafton Editorial
Consistency is more than a best practice. It's a proven way to generate content ROI.

When it comes to content marketing, one of the biggest challenges businesses face is production consistency. It’s one thing to create the occasional blog post, but it’s another challenge entirely to produce smart pieces that customers will want to read every day. Despite potential roadblocks, there is ample evidence this is the best route to travel for web marketing ROI.

One Brafton client saw just how important it is to create blog content regularly. While there aren’t any technical penalties for slowing content distribution or stopping it entirely, these kinds of disruptions can throw a wrench in results.

Content jumpstarts website results

Before working with Brafton to create a content marketing strategy, the company’s site didn’t have any measurable results. After launching its new blog content, the client began to see immediate traction. The site experienced continuous year-over-year gains, steadily bringing in more visitors.

The site experienced continuous year-over-year gains, steadily bringing in more visitors.

After three years of ongoing content production, the customer stopped pushing articles live on its site. During this brief period, all of the positive signals it had built up came to a halt. Visitors weren’t going to the site because there wasn’t any fresh content to read there.

Consistency is what fuels a well-oiled (IT) machine

As a testament to the power of blog content, the site’s content analytics metrics rebounded as soon as the company began publishing articles once again. Since restarting its strategy, the number of overall and new visits to the site are both up nearly 20 percent year over year. It’s not just seeing progress on the grand scale, but also in the short-term. Comparing month-over-month data, the website’s blog has been drawing 15 percent more traffic and 16 percent more unique visitors. Even more impressive is the fact that these are the right kinds of visitors.

The website’s blog has been drawing 15 percent more traffic and 16 percent more unique visitors

Pageviews were up 30 percent month over month, and people coming to the site for blog content are viewing more pages per visit (up 12 percent).

This case is a testament to the fact that there’s immense value in brands revising their content marketing strategies, but doing so fluidly. The SEO world is obviously changing, and brands need to stay on pace. However, that doesn’t mean they can afford to pull the plug on the existing campaign while they hash out a better plan with stakeholders. The stats speak for themselves: Consistency is still a huge factor in content marketing ROI, and companies that can deliver tailored information in a steady stream will be have the reach and pull to surpass competitors.

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