Content Creation

3 Key Steps to Creating Consistent Content

By March 19, 2015 5 Comments

Content marketers know how important it is to be consistent. A steady content pipeline is invaluable in generating good SEO, brand-building, and ensuring that audiences remain educated and engaged.

A clear and meticulously defined strategy is the most impactful tool for achieving these results.

The challenge, however, is that content marketers wear many hats: they’re strapped for time and resources, and often have to make the most out of very little. The task of staying consistent can seem impossible—especially for financial services firms, which are often bound to rigorous compliance processes.

There are a few ways financial services marketers can overcome these hurdles. Here are three workflow steps that will help you stay consistent and maintain a steady content pipeline.

1. Prioritize the Customer

According to a survey by IMN, 75% of financial services marketers had separate content strategies in place for each marketing channel in their organization—the highest percentage of all industries in the poll.

In other words, financial services marketers are operating in silos that can be detrimental to their efforts.

75% of financial services marketers had separate content strategies in place for each marketing channel

In another poll (a recent Editions Financial survey), financial services content marketers explained their two biggest hurdles when creating content:

  • Difficulty producing engaging content
  • Lack of strategy and ability to report upon ROI

There’s a way to overcome these challenges: focus on what’s important to your customers. If you don’t know—or can’t incorporate what you know about—your audience, the process of creating content that resonates with them is more luck- than strategy-driven.

The best way to create a consistent and impactful content strategy is to prioritize what your customers care about.

2. Bridge Organizational Silos

Financial services marketers often experience misalignment with other teams within their organizations.

Content is often deployed in a fragmented way, without a coherent narrative or connective tissue. Business groups are simultaneously chasing different goals—or duplicating efforts—when they should be pooling their research.

You can bridge gaps by bringing multiple teams into the ideation and review processes. Create a central hub for everyone in the company to share ideas and access published resources.

This cohesion will help ensure that the content development process keeps moving and that all resources are in a central place.

3. Involve Legal Early

Most financial services firms have a legal review process for their content, which means it’s possible for your hard work to be shut down before it goes live. These experiences can be frustrating, demoralizing, and a waste of time—leaving financial services marketers feeling like they can’t accomplish their goals.

It doesn’t need to get to this point. Rather than waiting until the very end to involve legal teams, incorporate their feedback at the very beginning, in your content program’s planning stages.

That way, you can create a style guide you can use to train writers and create content with minimal oversight.

It’s a simple, yet genius, tweak in your strategy that can help you ramp up your content program with consistency and momentum.

Consistency is an admittedly boring word, but it’s one of the most important qualities that your content marketing program can bring to the table. A few subtle tweaks to your process can overcome some of your biggest hurdles.

Ritika Puri

About Ritika Puri

Ritika Puri is an entrepreneur who founded Storyhackers, a company that helps business create impactful and inspiring content programs. She enjoys writing about data, teaching others things that she’s learning, and helping other business owners succeed. In past lives, she built enterprise analytics programs and created revenue streams for an ad tech company. She is also an advisor to a mobile app startup, Sortly.

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