Content is Consistent

C for Constant
What Does That Mean?

Persistent means long-lasting, enduring and sustainable. Yes, content is indeed sustainable. Once published on the internet, it stays there and is accessible to everyone. This is all the more remarkable as the costs for digital publication are usually significantly lower than for the publication of content in traditional channels.

Why Is This Important, and How Can I Benefit from It?

The longevity of content can be risky – e.g. in the case of poorly worded posts and the resulting shit storms on social media. However, for anyone who wants to draw attention to themselves and their offers, it is initially a great opportunity. Many companies spend huge amounts on search engine advertising (SEA). Here, they have to pay to have their website displayed at the top of Google for a desired search query in order to suggest to Google users that this is a relevant hit for their search.

Anyone who wants to make themselves visible with their content in this way is dependent on paying money on an ongoing basis. Investing in really good and relevant content is sustainable and more profitable. This is because high-quality content is inherently attractive and remains visible much more consistently.

How Exactly Can I Use This for Myself, and What Tools Are Available?

First of all, it follows that it is important to produce content on an ongoing basis. As content is constant and has a lasting effect – both positive and negative – it is crucial to have a well thought-out strategy before producing content.

The development of a content strategy is an elementary process that requires the interaction of several skills. In addition to a good feel for language and communication, it requires a fundamental understanding of the business and product strategy.

In order to position itself well, it increasingly requires the ability to analyze large volumes of data in order to

1. 1. determine your own thematic positioning in relation to the competition and
   2. to continuously review the implementation of the strategy.

There are an increasing number of data platforms that support the strategy development process on the basis of natural language understanding algorithms.