"When all marketing efforts are presented with a similar message through language, colors, and style across channels, the audience will have a much easier time recognizing the brand and understanding what it offers. The first way for me to manage these efforts and ensure consistency is by following the guidelines in the brand book. To me, it's the brand bible that outlines all the rules to follow when representing the brand. Second, a content architecture should be developed following the brand book. It sets the organization and structure of all the different content assets according to the audience's needs. Finally, every marketing organization should have a content calendar. It helps to plan and schedule content, both evergreen and topical. I've managed content calendars for different businesses, and I've used tools like MailChimp, CoSchedule, and Sharpspring."
