Spend anytime on social media or marketing blogs and you’ll to see advice to make remarkable content. Yes. Be remarkable and you will stand out in your social media marketing.
Ah. Yes. Remarkable. Let’s do that.
Where did I put the recipe for “Remarkable”?
Creating remarkable content is sort of like saying “just make it go viral.” In other words, not at all helpful.
Thanks to the democratization of publishing that the internet has created, according to Eric Schmidt Google CEO, we’re creating more content per day than we did throughout human history up through 2003. Let’s face it. Creating “Remarkable” and “Viral” require the ability to tap into the zeitgeist of the moment, by luck or by speed and with the sheer amount of information out there, how do you stand out in social media marketing?
Is this a post encouraging you to abandon remarkable? Never.
But consider approaching your content from a different perspective. A million drops in the bucket maybe better than an overwhelming deluge which can’t be managed. Deluges are exciting. Consistency plods along getting results. Forget flash. Slow and steady wins the race.
The truth is, with the fast pace of digital marketing, including social media, there is something remarkable about consistency. Consistency is incredibly challenging. Ever talk to a blogger about their blogging frequency? How about a social media manager about tweeting on the weekends? Here’s another analogy: what’s harder, one hit song or a lifetime of hit songs? Exactly.
Remarkable content is consistent content.
Slow and steady matters. It isn’t necessarily the quantity, but the consistency. I’ll take a 4 year-old blog with 7 quality entries a year over the one with 5 slapped together entries a week for 3 months.
You won’t find too many people glamorizing this approach, because it isn’t glamourous. But the dirty truth of digital marketing is that the long term benefits to consistent, well-placed content are extraordinary. Sure, the more your content is shared, the more effective it becomes. Sometimes that happens immediately (and everyone claps and jumps around) and sometimes it happens over time (and eventually, eyebrows raise and heads start to nod).
Here’s how to make consistency remarkable:
Consistent Blogging Over Time
In the blogging world, there is this push-pull about quantity over quality. Should I write when I have only brilliant insights or should I write on a schedule? Here’s what I say: I don’t care, just write. Yes, every post you write is a reflection of you and your business; so write with purpose. Over the long term, your blog will provide you better results when its been there for years rather than weeks. The more frequently its updated, the better, but if you or your business are updating your blog 3X a month, you’re waaaaaaaay ahead of the vast majority of business blogs and probably ahead of your competition. Remember that whatever you create on the blog is there forever. You will continue to get traffic from blog posts that are years