Consistency is more than doing or saying the same thing again and again. It's also showing up where and when your potential customers expect to find you. If you create consistency in your messages, presence (both online and off), and schedule, you can form long-term relationships with your clients and customers that will generate incremental business over time.

Consistency should start with your branding. Your message should be present throughout and solidified within your website and any physical presence that you have. Your topics and individual articles can branch a bit further with the messages that you create and share through your email communication and your other customer outreach, but the underlying message should be the same across all channels and customer touchpoints.