After awhile of creating similar looking content, many will speak up and dub it redundant, that you should stop creating that content, that something needs to change in a major way.
Here’s my counter riff:
- Some people are likely seeing the content for the first time, so it’s not redundant to them.
- People inherently respond positively to what feels familiar. (Don’t believe me? Read this)
- The consistency creates a shorthand for people to recognize the brand behind a product or service.
You can keep your creative congruous and improve it at the same time. That’s why it’s smart to measure, A/B test and stretch the work that you put out into the world.
But a surefire way to start from ground zero is to call something redundant and actually start from ground zero again.
Stay Positive & Consistency Over Redundancy
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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