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How Random Content Creation Is Hurting Your Business

Reading Time: 3 minutes
various sizes and fonts of letter rubber stamps all in a jumble.

The moon.


Rose Nylund’s endearing and naïve humor on the Golden Girls.

All the best things in life are consistent. The moon helps regulate our weather (among hundreds of other things), gravity keeps us on the ground, and you can always count on Rose to make you giggle.

This dependability brings with it a sense of comfort. It provides assurances that some things in life will always be okay, no matter the turmoil.

So now we have a question for you:

Can your customers depend on you?

You may answer this with a “sure they can!” After all, you deliver great customer service, your services are cost-effective, and you always do what’s best for the customer. This is a surefire formula for a successful business—at least, with the customers you already have. But what about those customers you haven’t met yet—the ones reading your online content?

Random Content Creation Hurts Your Business

Presenting a brand consistently increases revenue by 23% on average. Why? Over time, customers will begin to connect with you, thereby internalizing your brand values. That connection drives loyalty: 89% of customers are loyal to brands that share their values.

While this may sound logical, you might be wondering how this relates to content creation? Quite frankly, it is your content that communicates your brand. Your content is everything from your website and social media to emails, lead magnets and beyond.

Consider this scenario: You publish an absolutely earth-shattering blog post that attracts several new leads to your website. At this stage in the buyer’s journey (awareness), your customer is getting to know you and your brand. They may come back to your blog at a later date or they may check out your social media for even more great content.

What if they don’t find more?

Random content, no matter how great, creates inconsistency that results in deadly friction between your brand and the customer. You’ve inspired them to come back and yet when they do, they’re left disappointed.

The key to creating content that converts is consistency.

How to Remain Consistent in Your Content Creation Efforts

Just like we can depend on gravity, your customers should be able to depend on you and your content. Yet, as a business owner, a full plate may seem like the only thing that’s consistent.

You’re not alone. Around 57% of content marketers struggle with producing content consistently.

What can you do to bring more consistency to your content strategy? Here are some tips that can help.

1. Create & Stick With a Content Strategy

We talk a lot about content strategy around here. That’s because we know it’s so darn important. By creating a plan with actionable steps and goals, you’re setting yourself up for success. Not sure how to start? Check this out: 3 Steps to Creating a Content Marketing Strategy That Works.

2. Schedule Time for Content Creation

Once you have a plan in place, you’ll need time set aside for content creation. It must be a priority. If you’re anything like us, you live inside your calendar. Go ahead and book time on that thing for writing, whether it’s an hour a day or a few half-hour time blocks a week.

3. Remember You Don’t Have to Do It All

Listen, you don’t have to have a presence on every social media channel, plus a blog, plus a podcast, plus a new lead magnet each week. You simply have to choose your focus and deliver. Start with one new blog post a week and a couple of social media posts a day. Wherever you tell your customer to find you, make sure you show up.

4. Reach Out for Help

You can’t afford to be inconsistent. And if you can’t find the time to create consistent content, outsource or find help. It’s worth it.

Trouble With Content Consistency? We Can Help.

Stop creating random content and expecting it to attract solid leads. It just doesn’t work. If you’re struggling with creating consistent content, we can help. Go ahead and send us a message.

Erin Larson