Why does everyone bang on about ‘consistency’ in marketing?
If you’ve spent even five minutes looking into marketing advice, you’ve probably seen the word ‘consistency’ thrown around like confetti at a wedding.
Everyone says you need it. But hardly anyone explains what it actually means. The way some people talk about it, you’d think it meant posting at exactly 3:04 am every day, following a rigid checklist, and never, ever missing a step is the only way to generate leads for your business.
Exhausting, right?
Luckily, that’s not what consistency in marketing really means.
What consistency in marketing actually looks like
“Acting or done in the same way over time, especially so as to be fair or accurate.” - This is the dictionary definition of the word consistent.
Consistency isn’t about robotic posting schedules or jumping through the same social media hoops day-in-day-out. It’s a lot simpler than that.
Being consistent is about showing up regularly in a way that makes sense for you and your audience. It’s about having a clear message, delivering value, and ensuring your brand feels cohesive across platforms.
Think of it like this: if someone follows you on Instagram, then sees your website, and later gets your newsletter, they should instantly recognise that it’s you talking through every touch point. Your tone, visuals, and messaging should all click together like a sweet, delicious, three-part harmony (as opposed to a chorus of wailing cats).
This matters because people don’t just interact with you once and make a decision to buy.
In fact, many experts suggest that people need to see you on average 7 times before they'll decide to take action and buy from you.
The more regularly you share your content, the quicker you're going to hit that lucky number seven and start seeing people interacting with you, and buying from you. But if you don’t have the time to post daily, or struggle to keep up with everything, a slow but steady approach also qualifies as consistency.
The point is, as long as you’re doing what you can “in the same way over time” that will move you closer to your goals.
If your brand feels disjointed or erratic, people won’t trust it enough to stick around.
Why consistency matters (and no, it’s not just for the algorithm)
A common misconception is that consistency is just about pleasing social media algorithms. While regular posting does help with reach, the real reason consistency matters is for your audience.
People need those multiple touchpoints before they decide to buy, sign up, or even just engage.
Posting consistently helps you:
Build trust: People trust brands that feel familiar and reliable. If you show up regularly with valuable insights, they’ll start paying attention.
Stay memorable: The more someone sees your content, the more likely they are to remember you when they need what you offer.
Create a seamless experience: Whether someone finds you through Instagram, Google, or word of mouth, your messaging should feel like a continuation of the same conversation.
It’s not about exhausting yourself trying to keep up. It’s about making sure when someone does come across your content, it’s familiar, relevant, and valuable.
Multi-channel consistency: It’s not just about social media
One mistake people make is thinking consistency only applies to social media. But your brand should feel aligned everywhere your audience turns - your website, your emails, your ads, your blog, and even your offline marketing.
For example, if your Instagram is fun and conversational but your website sounds like a corporate brochure, that’s a disconnect. People won’t know what to expect from you, and that inconsistency can lead to confusion or distrust.
A multi-channel approach doesn’t mean you need to be everywhere all the time. It means that wherever your audience finds you, they get the same experience.
This could look like:
Repurposing content across platforms so your message stays consistent.
Keeping your tone and visual identity the same across all channels.
Ensuring your website, email, and social media are aligned in how they communicate what you do.
When you show up consistently across multiple channels, you reinforce your message, making it easier for people to trust and engage with your brand.
Making consistency easy (without doing all the work yourself)
The good news? You don’t have to be glued to your keyboard every day to stay consistent. Smart content planning and repurposing can help you show up regularly without burnout.
That’s exactly where my ‘Write For Me’ content package comes in. You can get a month (or three months') worth of multi-channel content written for you — blogs, social media captions, and emails — all aligned with your brand and voice.
That way, you can focus on running your business while still showing up consistently in front of your audience.
Want to make consistency effortless? I’ll plan and write a whole month of multi-channel marketing content for you. All you need is 15 minutes to chat. Find out more here.
