4 Ways Content Marketing Can Help Build Your Brand
Content marketing and branding should go hand-in-hand. However, there is often a disconnect between a brand strategy and the strategy around content creation, leading to a situation where an important aspect of brand cultivation is going untapped, without realizing the potential it has to move a brand forward.
But how can we bridge the gap between the two? Here are four ways content marketing can help build your brand:
- It Helps Define Who You Are
However your organization or brand decides to communicate what makes them unique and what makes them who they are, the message will be spread via your content marketing. Finding your niche and your expert area is vital in raising a brand’s reputability, and therefore where consumers will see it as the thought leader. Content marketing and content creation help you streamline your brand, and not waste time and energy trying to be everything for everybody.
- It Keeps Your Messaging Consistent.
A consistent content marketing messaging strategy is crucial to building both a strong brand and strong thought leadership credentials. Audiences and consumers appreciate when they can trust an organization, and when they have a sense of what to expect when interacting with them. Whether it’s an opinion piece on a new law or communicating a groundbreaking new best practice, when establishing a brand message that stays true to who the brand is, consistency is key.
- It Highlights the Best of the Best Within the Brand
Every brand and every organization has their “rock stars” – subject matter experts, innovative strategy developers, or any employee that stands out among the crowd. Putting these people at the forefront of a content marketing strategy and maximizing their exposure to the areas in which your company excels can drive positive attention that will in turn drive forward your brand and its thought leadership standing.
- It Helps Tell Your Brand Story
You can’t just create a brand and hope that your consumers and the industry will embrace it. Just the same, you can’t become and expert with a few unconnected blog posts. You have to develop your story – and then you have to know how to tell that story. For brands, the story can be anything from a theme behind your logos and name, or a strategy that links your branding efforts together. Whatever it is, your story needs to connect with the audience, and with a strong content marketing strategy, the story can be told that sets your brand apart.
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Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Content is King: Brands See Benefits of Quality Content Creation
For brands, having a strong and prominent presence online is a vital aspect for success in today’s digitally-driven age. Consumers are spending more time online and more time researching their purchases, therefore raising consumer awareness to an all-time high. This is especially true in B2B services and more targeted industries, where there may be less competition for business, but also less overall awareness of the space.
If a potential consumer is looking to enter a space where they know little about the companies involved, chances are good they will be putting much of their purchasing decision weight into the online presence of those companies within that space.
For instance, if a potential consumer is looking for a vendor to help their business with its printing needs, chances are good they don’t know all of the players in this industry. But when they start looking online, they see one company that shows up at the very top of a number of their searches. This company now possesses credibility with the consumer, who chooses to learn more about that brand. If the brand’s website is up to par, then the decision to purchase was effectively made by who sits at the top of the search rankings.
It’s been widely reported and researched that the vast majority of B2B purchasers are more likely to make a hire with a company or brand that provides them content in a meaningful way. Simply put, the content you deliver drives trust, brand awareness and credibility, which ultimately can drive sales.
And now, thanks to an update in Google’s search algorithm, creating content is no longer a “nice to have” but a “need to have” for brands that want to show up in the search rankings. Like keywords in the past, strong content now has a direct and significant impact on how high your site will rise on Google’s search rankings. Everything from blogs and social media to the main brand website, content truly is king when it comes to search and online optimization.
It is important to know that Google greatly favors quality over quantity. With the aforementioned changes, Google has begun penalizing and negatively impacting sites that distribute thin and irrelevant content for the sake of just having it. This is great news for brands who want to level the playing field in search and no longer have to worry about falling behind competitors posting endless strings of poor quality content.
Additionally, the level playing field also has given rise to those brands that have fully embraced quality content creation and are providing the informational, meaningful and interesting content that benefits their target audience. There are many variables that go into a brand strategy success, but one mustn’t forget to continue that strategy past the initial launch, or forget the importance of a strong online presence. With quality, search-optimized content, your consumers can find and research you easily and effectively, driving business results.
Who would’ve thought blogging could have such a great ROI?
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.