One of the concerns we hear most often from clients is that they fear their content is becoming repetitive, boring, or monotonous. They’ll come to us wondering if it’s okay, for example, that the same blog appeared twice on their website, or that we linked the same video several times on their Facebook page. They’ll ask, “Don’t you think readers will be bored?”
If you share those concerns, then it’s understandable, but the reality is that rather than boring readers, repetitive posts are actually key to getting them engaged! In fact, repetitive content is a proven digital marketing strategy that will help your firm succeed, net you more leads, and keep your practice areas top of mind. Here are three reasons why “boring” is the smart marketing move.
1. REPETITION IS THE BEST WAY TO DRIVE HOME A MESSAGE AND BUILD YOUR BRAND.
Think about the ending of a Nike commercial. It’s always the same: Fade to black, then the words “Just Do It” and the signature white swoosh. That’s the empowering message Nike wants you to get, and they’ve drilled it (and their branding) in with repetition. You can do the same by repeating your practice area-specific blogs, videos, and social media posts to drive home the message of what you do.
2. YOU’LL CATCH THE VIEWERS YOU MISSED THE FIRST TIME.
A brilliant journalist once said to his recruits, “It’s only after we’ve written about a problem long enough to be sick of it that readers will finally realize it exists.” Like a good marketing company, he recognized that not everyone was reading his newspapers every day. Take our word for it: No one is browsing your social media feed as often as you. What’s old in your eyes will be fresh for them.
3. REPETITION SAVES YOU MONEY AND TIME.
We’ve shown you before how easy it is to turn one piece of content into 30. Yes, the pieces will be similar, but they’ll get you maximum impact with minimum input. By repeating your content or variations of it, your marketing company (and thus, you) will save money and time. For completely unique content, you’d have to pay through the nose to achieve the same results!
There are more than just three reasons “boring” is best when it comes to content strategy. If you’re still not convinced, then call us today and we’ll talk you through the rest of them.