Consistency Is Key In Building B2B Thought Leadership

If you want to be a known expert in your industry or your niche, you need to do three things: Choose a topic you know well, stick to that topic, and be a steady drummer. In other words, create valuable content around that topic on a consistent basis. In this post, I’d like to dwell on the consistency part of this equation.

I’m writing this post while listening to Mark Schaefer chatting with Timothy Hughes on YouTube. Timothy is a social selling expert and Mark is the author of the book KNOWN (which I haven’t read yet, but I’m going to), and a very sympathetic and brilliant guy you need to pay attention to.

In the middle of their conversation, they touch upon the subject of CONSISTENCY and how it applies to becoming known for something, and it got my mind spinning:

Could it be that consistency is as important as QUALITY?

Let’s take a look at what being consistent means, according to Merrian-Webster:

If you’re consistent …

  • you possess firmness or coherence
  • you’re marked by harmony, regularity, or steady continuity
  • you’re free from variation or contradiction
  • you show a steady conformity to character, profession, belief, or custom

In other words, you’re preaching the same message every day and living it too.

The principles of personal branding are quite similar to those of corporate brand advertising. The Marketing Rule of 7 suggests that a person needs to hear the advertiser’s message at least seven times before they take action.

The point isn’t the number, but the idea.

Studies show that “repeated exposure to an opinion makes people believe the opinion is more prevalent, even if the source of that opinion is only a single person“.

Repetition is key to succeeding building your personal brand and becoming a known, liked and trusted expert.

But how much repetition?

We heard about the rule of seven, which was invented in the 1930s, but the digital shift has amplified that rule manyfold.

Consider these facts:

  • HubSpot has found that B2B companies that blog 11+ times per month get 3X more traffic than those blogging 0-1 times per month
  • Neil Patel increased his tweeting frequency from “a handful” to 40 tweets per day and got 4X more traffic from Twitter
  • Jeff Bullas has 558K followers on Twitter. He tweets 120 times a day last time I checked (Tweetails)

I’m not saying you should blog eleven times a month or tweet every 10 minutes. If you’re like me, you’ve probably been publishing a couple of tweets a day and doing the occasional LinkedIn post, and that kind of frequency sounds overwhelming.

But what Jeff Bullas and Neil Patel have understood, is that in order to break through the clutter in the Twitter feed (which moves very fast), you must be a steady drummer, and apps like Buffer helps you automate much of that.

I’ll leave you with that metaphor.

Be a steady drummer.

About the Author

Erlend Førsund
Erlend Førsund is a digital marketing strategist, blogger and author. He is CMO of MarkedsPartner, a Norwegian digital marketing agency and HubSpot Diamond Partner.

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