"Consistency" is basically a buzzword. Because everywhere you look, someone is telling you to be consistent with your marketing. Yes, even us. And we would go so far as to guess you’re not a super fan of the phrase because it makes you feel like you need to be everywhere, all the time. But here's the thing—"consistent” doesn't mean “constant”. And that’s what I want to talk about today…cuz I see some of you steamrolling towards burnout in the name of keeping it consistent.
Today, we’re sharing:
- What it actually means to be consistent with your marketing
- Tips to help you stay consistent (as a busy small business owner)
- How to use long-form content and repurposing strategies to help
- Frequently asked questions about staying consistent in your marketing
What it Actually Means to be Consistent with Your Marketing
We’ve already teased this in the intro, but when we talk about consistency, it’s easy to feel overwhelmed by the expectation of being in all the places, all the time. But consistent doesn’t mean that. Consistency doesn’t mean volume—it means predictability.
It’s about showing up regularly in a way your audience can count on and your business can actually sustain. What’s consistent for you might look different than what’s consistent for someone else—and that’s exactly the point.
Consistency isn’t about doing it all. It’s about doing what matters, again and again.
Here’s the real distinction most people miss:
Constant output = burnout
Posting nonstop. Chasing trends. Trying to keep up with everything. Burning out. Disappearing. Starting over.
Consistent systems = momentum
Repeatable posting schedules. Predictable visibility. Sustainable growth.
And (more good news) you get to define what consistency looks like for you. The only real rule is this: resist the urge to do more for the sake of doing more, and build a rhythm that actually fits your life (read: how to simplify your marketing so that you can maintain it).
How to Figure out What Marketing Consistency Looks Like for You
This is actually pretty easy because figuring out what marketing consistency looks like for you starts with answering a simple question: how much time can you realistically dedicate to marketing each week? Because you only have a shot at consistency if it fits your life. What consistency looks like for someone who has 1 hour a week to work on marketing looks very different from someone who has 10.
This is why Enji asks you this question when you first create your marketing strategy. It’s one of the things we learn about you that has a good amount of influence on the marketing plan you get. And to share a little bit about how the sausage is made, Enji has 3 “speeds” of marketing we might base your plan off:
- If you have 1-2 hours a week, you’re on the slow cycle
- If you have 3-4 hours per week, you’re on the medium-speed cycle
- If you have 5+ hours per week, you’re on the fast cycle
These cycles determine if you’ll get a task like “schedule social media posts” or “publish a blog posts” once a week or once a month. Either way, it is how Enji helps you figure out what consistently marketing your small business looks like for you.
Pro-tip: If you want to slow down or speed up the cadence on any of your tasks, you can click into any task and change how often it repeats.
Tips to Help You Stay Consistent with Your Marketing
Consistency doesn't happen by accident—it happens when you have a simple marketing plan that fits your life. That’s exactly why Enji does all this work for you because not having to create your plan from scratch is a major time (and brain) saver. And what this looks like is the routine in your marketing calendar.
Remember those cycles I mentioned just a minute ago? Those cycles are built into your routine so the tasks Enji recommends you do are spaced out to not feel like too much. Because when things feel like too much, you stick your head in the sand and opt out of doing the thing. But when you know what you need to do and when you need to do it? Things get so much easier to stick to.
So the really good news is, you can use the plan Enji has laid out for you as your guide to consistent marketing!
- Your tasks are on your calendar on the day(s) of the week you told Enji you wanted to do your marketing
- Those tasks are spaced out so that you have a schedule you can stick to (which you can change if you want!)
In the end, this gives you what you need to batch your time and be consistent without needing to constantly work on your marketing.
What a Marketing Calendar Looks Like in Real Life
A marketing calendar helps make your consistency visible. It turns your ideas (and marketing aspirations) into a plan you can actually follow, week after week. Here’s what it looks like in practice:
Slow Cycle (1–2 hours a week)
This is the “busy solopreneur” cycle. Marketing happens in one small block each week and focuses on one primary touchpoint at a time—think a weekly social post or a quick newsletter that keeps you visible without taking over your calendar.
Medium Cycle (3–4 hours a week)
This cycle gives you enough breathing room to batch. You might publish a blog post or long-form piece once a month and then pull smaller marketing pieces from it—a few social posts, a simple email, and light updates to reused content. You’re not constantly “doing marketing,” you’re working in predictable monthly cycles.
Fast Cycle (5+ hours a week)
This is for businesses with more capacity or launch-based seasons. You can plan content around themes, layer campaigns on top of existing routines, and repeat key messages across platforms (like talking about the same offer in your email, on Instagram, and in a blog post). The marketing calendar here becomes a true planning tool—zooming out, seeing the full quarter, and avoiding feast-or-famine output.
No matter the pace, the point stays the same: consistency becomes possible when you have structure, not when you rely on motivation.
Repurposing Your Content To Help Stay Consistent
Most of the time, unless you have a whole marketing team, consistency doesn’t come from creating more content. Most of the time, it comes from using your best content more than once.
For example, one strong blog post can easily turn into:
- Multiple social media posts
- Email newsletter content
- Talking points for stories, captions, or client conversations
You’re not reinventing the message—you’re repeating it on purpose.
This is where consistency really clicks. Instead of asking, “What should I post today?” you’re asking, “How else can I use what already works?”
Inside Enji, this is where your marketing calendar and AI copywriter work together. You can start with a solid blog post, generate supporting content for it, and then space it out across your calendar so your visibility stays steady without constant creation.
And hey, this doesn’t just work for blog posts! You can apply the same principle to your past top performing posts (like a past reel that went viral, or a newsletter that got the most replies). You can update the content and post it again a few months later.
A Note if You Ever Need to Hit Pause
Life happens, and sometimes you need to hit pause—which is perfectly okay. Whether it's a personal commitment or a need to regroup, taking breaks is part of maintaining a sustainable pace. The real challenge is making sure you pick up where you left off at some point that isn’t 6 months in the future (remember: consistent marketing keeps your small business visible!).
So when you do hit pause, set a clear intention to get back to your routine and working towards your goals. Consistency is a marathon, not a sprint, and understanding when to rest and when to push forward is key to long-term success.
How Enji Supports Your Consistency
At Enji, we understand the challenges of being consistent with your marketing—especially when you’re doing your own. That’s why our tools are designed to support you with a realistic routine and more of the tools you need to do your marketing in one place.
Inside Enji:
- You can work ahead and pre-schedule posts with our social media scheduler so you’re consistently showing up on the platforms without constantly needing to be on them
- You can batch write blogs with the AI blog generator and drip them out over time so you can keep your blog fresh without needing to constantly write stuff
- You can use our blog repurposing tool to take the long-form content you’re already creating and spread it to other platforms
In the end, consistency in marketing is about creating a sustainable rhythm that is in line with your life. It's not about being constantly active, but it is about being consistently visible. By choosing your own posting frequency, planning ahead, and using tools like Enji, you can get consistent without the stress of constant output. Remember, it's your journey, and you get to set the pace.
FAQ About Staying Consistent In Your Marketing
How do I create evergreen content that stays relevant?
The best evergreen content is built around problems that don’t go away — things your audience asks about on repeat. Instead of chasing trends, focus on the questions that come up over and over again: “How do I start?”, “What am I doing wrong?”, “How do I get better results?”
Those are the topics that stay useful long after you hit publish.
From there, don’t overthink it. Just check in on those posts from time to time. Swap in a new example. Update a link. Expand a section that’s getting attention. You don’t always need to start from scratch—you just need to maintain what’s already working.
Pro tip: when your content lives inside a system (like Enji’s marketing calendar), it’s way easier to spot what needs a refresh.
How often should I publish blog posts for SEO?
There’s no magic number here — and no, more isn’t always better.
For most small businesses, publishing one high-quality blog post per month is enough to support SEO if you stay consistent. What matters most is that your post is useful, clear, and tied to something your audience actually cares about.
Search engines reward content that’s helpful and reliable—not content that burns hot for two weeks and then disappears for six months.
So don’t stress about volume. Choose a schedule you can stick to, and focus on making each post count.
How often should I post on social media?
Consistency on social media doesn’t mean posting daily (unless you want to). It means showing up often enough that your audience remembers who you are and what you offer.
For some businesses, that’s 1–2 posts per week. For others, it might look like batching a bunch of posts once a month and scheduling them out.
The key is to pick a pace that actually fits your life—and to make sure your content connects to something bigger than “just showing up.”
That’s where repurposing comes in. One solid blog post or idea can turn into a few weeks' worth of social content when you slice it the right way. No scrambling for something new every time you log in. Just content that works harder for you.
Have more questions?
Each month, we have office hours inside of Enji where you can bring your biggest marketing problems to us, and we can talk through them with you! Start your free trial here and come join us!
Tayler Cusick Hollman
Founder of Enji | Small Business Marketing Strategist
Tayler Cusick Hollman is the co-founder of Enji, a strategy-first marketing platform built specifically for small business owners who do their own marketing. With 10+ years of experience in small business marketing, Tayler has helped thousands of founders create clear, repeatable marketing systems that drive consistency, visibility, and revenue—without relying on agencies or complicated tools.
Her work focuses on simplifying marketing strategy, turning plans into execution, and helping small business owners replace scattered tools with one integrated system. Tayler’s frameworks and insights are used by entrepreneurs across industries to plan, execute, and evaluate their marketing with confidence.
