Ditching Projects Too Soon? Why Great Content + Consistency is the Best Marketing Strategy
Content ambitions – Every in-house marketing team has them. Marketers answer the call for content that compels more audience members to engage for higher conversion rates. Marketing teams work hard to keep up with editorial calendars overflowing with planned social posts, blogs, ads, emails, and articles.
You know the drill – create and publish, then track key performance indicators (KPIs) like hawks to gauge success. If your marketing campaign underachieves, don’t blame the content too quickly. Maybe there wasn’t enough of it. Consider this: Audiences are reading your competitors’ content on the days you don’t publish.
Most marketers know it’s a matter of when, not if bandwidth clashes with content ambitions. In-house teams ditch some projects to complete others, leaving a gap for prospects to engage with a competitor’s content. We examine why consistency is as important as content and why outsource content creation rather than ditch projects so your audience reads your brand’s story rather than a competitor’s.
Why Consistency is More Impactful Than You Think
An AI Multiple article, “Top 40 Content Writing Statistics in 2024,” noted that 60% of marketers use content to attract new customers, and posting 2-6 times a week can mean up to 50% higher click rates and better search engine rankings. These numbers support what marketing teams already know: posting more content delivers better results. Every shelved or canceled content piece adds to brand awareness, lost leads, and a competitor’s gain.
A Full Editorial Calendar + Reality = Ditched Projects and a Competitor’s Gain
Try to find an in-house marketing team that is slow-paced and unmotivated on deadlines. You can’t. Am I right? Your team is fast-paced and deadline-driven, but slashed budgets and spreading more content across fewer people means pushing completion dates or ditching projects is an accepted reality. Marketers commiserate over the well-worn challenges of consistently developing and publishing quality content. The same AI Multiple article highlights a 1,000-writer survey that ranked consistent content production as the third biggest challenge for marketers.
Are You Ditching Projects Too Soon? It’s Better to Outsource Than Unprioritize Content Creation
Have you considered the impact of your uncompleted projects? How many leads were missed or went to a competitor’s website instead? A company’s content ambitions fall apart when plans meet bandwidth. Data shows that consistently published content leads to more sales, so in-house marketing teams feel pressure to create more. It’s better to outsource than to push or unprioritize planned projects.
Marketing campaigns build brand awareness and capture customers. However, marketing strategies and campaigns are only as good as their underlying content. Consistent development will amplify awareness as you reach your audience more often. Fulfill your content ambitions and garner brand attention with sufficient published content. Sporadic content allows a competitor to capture more attention.
Talk to The Art of Marketing about outsourcing content creation before you ditch a project.
