The Content Consistency Gap: How to Build Brand Trust Like a ’90s Sitcom

If you've worked in marketing for more than fifteen minutes, you've heard the advice: "You need to be consistent with your content."

It's the marketing equivalent of "eat your vegetables" – universally accepted as sound advice, yet somehow still ignored by many of us who know better. (Sorry,  no Brussels sprouts for me.)

If you're trying to grow a brand, your content needs to do more than make an entrance. It needs to stick around.

And there’s no better example of this than the NBC TV show, the iconic sitcom Friends. The show ran 10 seasons, generated over $1 billion annually in syndication revenue, and remains among the most streamed shows decades  after its finale—proof that staying power is built on consistency

But here’s what’s often overlooked: Friends wasn’t an instant hit. The show about six young people living in New York City featured relatively unknown actors. The pilot had decent ratings, around 22 million viewers, thanks to NBC’s already popular "Must See TV" block, which also included Seinfeld, Mad About You, and ER; however, it still didn't top the charts.

It wasn’t shock value that turned Friends into a cultural phenomenon and a major hit show. It was its reliability. Showing up week after week, Thursday after Thursday, viewers knew where to find the on-again, off-again romance of Ross and Rachel. The characters became familiar friends. The jokes felt like inside references. And over time, the show didn’t just entertain us; it became part of people’s routines.

That’s the power of consistency.

And in content marketing? The same rules apply.

“If  you fail to plan, you are planning to fail!” — Benjamin Franklin

The Myth of the Breakout or Viral Post

Let’s be honest: we’ve all chased the dream of “going viral.”

The perfect blog post, Instagram reel, or email newsletter that explodes with traffic and solves everything. The idea is seductive, but it's not realistic.

In reality, many businesses create content in bursts. They publish, publish, publish! Business ramps up, things get busy, and they go quiet. Then they start scrambling to post when metrics dip. It’s a reactive approach that confuses audiences and drains creative energy.

Meanwhile, the brands that win attention and trust over time are the ones that consistently deliver relevant, reliable, and strategically aligned content, even when no one is applauding (yet).

Inconsistency Is the Real Performance Killer

I get it. We have all been guilty of letting content creation fall through the cracks. It’s not easy to consistently create and publish engaging content that’s relevant to your ideal customer or client. You are busy running your business. Who has time to write

Here’s where Inconsistency hurts you and your business:

When your brand disappears for weeks at a time or posts off-topic filler just to “stay active,” it chips away at credibility. It makes people question your focus, your offer, and whether you’re worth following at all.

Over that period, you stop being a random link in their inbox or a fleeting scroll on their feed. You become familiar. Familiarity is the first step toward building trust.

When you show up with consistency, your audience starts to expect you and look forward to your presence, much like viewers who tuned into Friends out of habit.

Build a Content Strategy Worth Showing Up For

You don’t need to create content every day. But you do need to show up regularly and with purpose. That’s where actual consistency lives, not just in timing, but in message, value, and presence.

Here’s what it  looks like:

1. Consistency of Value: Every piece of content you publish should help your audience think, learn, decide, or act. You don’t need to be groundbreaking, just helpful, relevant, and respectful of their time.

2. Consistency of Voice: Just as each Friends character had a distinct personality, your brand needs a recognizable tone that is consistent across all content. When voice is consistent, trust builds faster.

3. Consistency of Focus: Don’t chase every trend. Stick to what you know best and what your audience cares about. Focus fuels credibility.

4. Consistency of Presence: You don’t need to be everywhere, on every platform, all at once. You need to be seen somewhere, reliably. Whether it’s email, LinkedIn, or your blog, be where your people are, and show up with intention.

How to Build Long-Term Momentum

If you’re ready to stop ‘winging it’ and start building a content habit that earns attention and trust, here’s where to begin:

Step 1: Run a 90-Day Audit. Look at what you’ve published across all platforms. Are you showing up often enough? Does it sound like “you”? Is it really useful?

Step 2: Set Your Minimum Viable Schedule. Pick a schedule you can actually stick to. One good post each week, or even once a month, is better than five random ones.

Step 3: Create a 30-Day Content Buffer. Think of it as your first season. It gives you time to adjust without losing momentum.

Step 4: Track Signals of Trust. Don't just look at clicks. Watch for repeat visitors, how long people stay, the quality of comments, and what people say about your content.

Content Works Like Compound Interest

At first, results from being consistent might be slow. But over time, the impact grows. The brands that last are the ones that keep showing up.

Every article, newsletter, or post is a building block. Each time someone sees your content, it strengthens your brand. Over time, this is what sets apart brands that just post randomly from those that truly own their space.

So the real question isn't whether you can afford to be consistent. The question is: Can you afford the cost of being forgettable?

Want Content That Shows Up and Stands Out?

Get started today. My Blog Post 4-Pack Copywriting Service and Recurring Monthly Blog Service are designed to close your consistency gap. Get well-written, on-brand content delivered on a dependable schedule—so you stand out and stay top of mind. Ready to make consistency your brand’s secret weapon?

Contact me to start your content rhythm and set your brand apart.