Only 19% of companies get this right

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• Content strategy matters… but only 19% of companies are excelling 

• The tangible benefits of consistent posting (hint: maximized audience growth & ROI)

• Exactly what you can do today to fix your content strategy

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DEEP DIVE

Unless you’re brand new to content marketing, you probably have a good grasp on one major fact:

Your content is the foundation of the entire customer journey. 

So it's no shocker that 82% of companies use a content strategy. 

But when it comes to high-quality consistency, only 19% of companies meet the mark. So where is the bottleneck? 

First, what is consistency? 

Consistency is regularity in your messaging, voice, quality, and content schedule. 

It’s more than releasing a video every Thursday or posting on social accounts 3x a week. True consistency demands a unified approach to audience engagement with content that is regularly posted, but also reliable in terms of quality.

It is just as much about content quality as it is about posting sequence. 

Next, some key stats on the importance of consistency: 

• Businesses with consistent content are valued up to 20% more than those without

• Consistency is critical for building trust, credibility and brand recognition

• Social media platforms favor those who post consistently 

• Brands that post consistently experience higher engagement 

• In our original research for the 2025 State of Video Podcasting we uncovered that consistency is the single most important driving factor for subscriber growth

Consistency is clearly important. Yet, 37% of enterprise content marketers admit consistency is a top challenge and 81% fail to produce consistent, quality content. 

Is your brand in the majority? The real kicker — you probably already have the foundations to post high-quality content consistently. 

Best practices for high-quality, consistent content: 

• Use a content calendar: Maintain a steady flow of content that includes a balanced approach to all your most important pillars. The more comprehensive, the better. 

• (Flexible) style guides are your friend: Build out clear guidelines for your brand’s voice and tone. This step is essential for multi-marketer teams or brands that leverage several departments for content. 

• Batch produce: Work at least two weeks ahead to create content in batches. This saves you from last-minute creation that often takes away from the value of your content. 

• Repurpose. Repurpose. Repurpose: If you’re already creating long-form content (i.e. white papers, podcasts, blogs), why not use what you’ve already got? Don’t simply cut segments and paste — restructure the best segments to perform well across multiple platforms. 

• Establish editorial systems: Consistently edit and review content to confirm it shares your singular brand voice. Build regular content audits into your content strategy to hold yourself accountable. 

The takeaway: Consistency in content marketing isn't just about frequency — it's about maintaining both a regular posting schedule and a reliable standard of quality. Brands that achieve this see significant growth in audience trust, engagement, and ROI.

That’s it, ya’ll! Happy creating. 

Paige Peterson
Newsletter Aficionado, Sweet Fish