According to Redline, "brands that maintain consistent content marketing have conversion rates that are 6x higher than those that do not”.
I don't know about you, but being a one-woman show myself, I see these big-time marketers on social media who are posting multiple times a day and also sending me an obnoxious amount of emails and I think to myself, "Damn, that is WAY too much for me to do. There's no way."
Then I start to go down that road. You know the one I'm talking about. The windy, dark, downhill slope of a road that leads to a destination of self-doubt, comparisonitis and sadness. I have to pull myself out of those thoughts and give myself a slap of kindness and remind myself: Of course they aren't doing all of that work themselves.
I'm here to tell you that it is possible to get all of the things done and still be consistent at the same time as a one-woman show. Keep reading to see the 3 strategies I use to stay consistent.
Step 1: How Are You Feeling?
One of the things I've realized while working as a one-woman show for the past 5 years is that nothing is ever set in stone and we are allowed to pivot and change things as we go.
We all go through busy seasons and slow seasons. Guage how you are feeling during these different times of the year. Maybe you find that summer time is harder for you - so, don't post or send emails as much. I don't want you to completely stop your efforts, though. It's simply a matter of cutting back if you can't keep up the regular cadence you've been doing.
On top of guaging how you are feeling, I also want you to think about what you actually ENJOY doing. Are there certain things that come more natually to you? Are there things you love doing more than others? Reflect on that to help guide where you'll spend the most time.
If you love to write, you may say that you're able to send weekly emails out rather than 1x a month. *Bonus tip: you can always take your content from your newsletters or blog posts and repurpose them into other forms of content!
Step 2: What Will You Talk About?
Take some time to map out content pillars, or broad topics, that you can share in your content across the board. You may want to explain the benefits of your services, teach on a topic relating to your services, share something funny, the list can go on and on. List out those main content pillars.
Once you decide on the pillars, you can then use this as a guide in your marketing and content efforts. If I am using these content pillars when writing a blog post, doing a social media post, or sending an email newsletter, there are some basic rules that I like to follow (or try to follow): tell a story, and try to tie it back to, "what's in it for them?"
Step 3: Repurpose.
Have you ever cooked shredded chicken in the crock pot before and use the chicken in a salad one day, then a soup the next? Either way, this is repurposing. You're taking the meat/bones of the overall picture and you are creating something different with it.
This is what you can do with your content in order to repurpose, stay consistent, and not have to reinvent the wheel every time you release a piece of content into the world.
And I know what you're going to say, "Well, what if they see the same stuff everywhere when they look me up?" My answer to that? Trust me, people don't care that much about your content. They aren't going to look through all of your social media posts, blog posts or newseltters. The reality is that your audience does not see all of your content anyways. So the more "touch points" or ways that you can expose your content to the world, the better.
Let's take this blog post for example.
I created a YouTube video where I was talking about this exact topic
I created 2 different email newsletters from that video (because not everyone is going to watch the video).
I am creating this blog post.
I will create 2 different reels from the 2 emails I sent
I will create 2 carousel posts based off of those 2 reels
That is EIGHT different pieces of content that I can use just from doing one YouTube video.
You will want to remember to separate these pieces of content out in your marketing. So, I suggest using either an Asana board or a Google Sheet where you can have all of your content ideas and check off whenever you've posted or produced/published that piece of content.
I hope you found this helpful with action steps in order to stay consistent in marketing for your small business. Remember to start small. You will get the hang of it!
Until next time,
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