We all log into our social media accounts every morning we wake up. We boot up Netflix after coming back home from work. We lie in bed and watch YouTube videos for hours before closing our eyes.

Why? What is it that is driving us to perform these, and many other related actions these days?

Content is the beating heart of our culture. Even in years gone by when smartphones didn’t exist, people still stood in lines and clamored to see a new movie. Our love affair with content has been long and predates the arrival of digital devices. Mobile phones have only made our access to content simple and instantaneous.

The rate of content consumption is more rapid now than ever. This reality is dawning upon stakeholders of major digital media platforms. Marketers are not far behind in the race. They too realize that their target audience will only trust them if they continually keep creating engaging content.

This rush to create content is eventually coming to the point where producing content consistently is becoming difficult. Even big brands are scrambling to hire content writers and keep the gravy train moving. Small companies, on the other hand, are banking on their own creativity and innovation to create engaging content narratives which make waves amongst the target audience.

In this article, we discuss how content can be produced consistently in order to keep a brand’s marketing campaign relevant.

Talk More About Brand Idea Rather than Products

Say you’re a small company trying to defeat a big brand in the field. There’s no way you can keep up the pace with the content your competitor is publishing.

The problem is that a bigger brand has more products to offer than your small company. This is a disadvantage which can’t be overcome quickly. However, by creating content addressing the nature of your brand, you’re much more likely to outfox bigger brands. Since you’re competing on ideas and image rather than the volume of products or content, you’re better placed to succeed.

Focus More on Content Creation Rather than Promotion

Many small businesses like to divide their digital marketing work by the 80:20 rule. The rule simply states that 80% time should be devoted to promoting content and 20% creating it.

There is a problem here. If you’re a big brand like Apple, this rule makes a lot of sense because you have a massive brand name and following.

If you’re a small company, never follow this rule.

Promoting content is basically another word for putting the content out on various social channels. As a small company, you probably have a small following. What is the point of promoting content to a small audience? Your main focus should be on creating content all the time. The best way to produce content consistently is investing a majority of the time doing it.

In Conclusion

In conclusion, this article covers two ways a brand can legitimately start creating content more consistently.

About the Author – Jasprit Singh is a content developer and branding guru with a lot of experience in content management. He currently writes guest posts for DelhiCourses, an institute known for its digital marketing training in Delhi.