Felicia C. Sullivan
2 min readJan 6, 2021

--

I have never found this to be the case for me or any of my clients since Google’s inception, but we can agree to disagree.

Consistency doesn’t mean throwing work out there for the sake of publishing. Or volume publishing. It means showing up on a regular basis, where your customers reside, with value.

You're supposed to repeat yourself. Otherwise, you're making the assumption that every single customer has read everything single thing you've published since inception. You need to repeat yourself to cut through the noise and capture new folks on their journey (there's a famous Google study that notes you have to touch customers ten times before they even notice your message, "touching" means your content is valuable, relevant, useful and personalized which is the opposite of volume publishing or publishing for publishing's sake), you only need to change the angle or refresh it. I've never found a shortage of things to write about because the world keeps changing and the examples we can use to illustrate our points keep shifting. Or, I've never seen my clients' customers complain about content redundancy. I've worked with hundreds of brands across industries, sectors, and sizes, and what I've written here is a result of that experience.

There have also been some Google studies, Pew studies, etc., that have illustrated this point.

Finally, I'd refer to the past 4-5 Edelman studies (and there are a few reputable others) that have talked about consumers' shifts in consumption habits. Essentially, they're deviating to brands they trust and their content priorities have changed because their lives have changed.

Case in point--I wrote about shifting consumer behaviors as a result of COVID 3-4 times already but not everyone has read it, so I have to keep repeating myself. :)

--

--

Felicia C. Sullivan
Felicia C. Sullivan

Written by Felicia C. Sullivan

Storyteller/Author. Marketing Exec in a former life. Hire me: t.ly/bEnd7 My Substack: https://feliciacsullivan.substack.com

No responses yet