Ever wondered how to use content marketing to build your brand identity? In this blog you will get 3 tips that will be a game changer for your business.
Over the next few weeks, I’m going to show you how to use marketing to strengthen your business and get RESULTS. By following my marketing tips over the next few weeks, you will grow your business. Each of the small steps and changes that you make to your marketing strategy will result in a greater increase to your profits! This week, I am focussing on three ways to build your brand identity using content marketing.
1) Define your vision.
All great businesses have a mission / vision statement, goals and core values. When planning your content strategy, it is important to understand how your content will reflect these goals and values. This vision needs to also align with your customer’s needs; every piece of content needs to apply your company’s perspective and expertise to problems that your customers face. Aligning your company perspective with your customer’s needs and values will engage your target market with your brand and keep them coming back for more.
2) Define your brand voice.
It is essential that all of your content is written with the same, distinctive brand voice and tone. Brands needs to prioritise certain traits in order to build a good, reliable reputation. Companies who use an inconsistent brand voice can confuse your audience and put them off. For example, if you are a B2B company, you may want to work to strike a business between professionalism and accessibility so that you appear as the subject matter experts, without sounding too technical. Therefore the best language to use would be clear, concise language that avoids technical jargon.
3) Define your value.
Work to create content that helps existing customers maximise the value of offerings. Use you branded content to move from a transactional relationship to a customer-centric one that delivers real value. Documentation such as case studies and white papers are great ways to display your value to potential and existing customer by explaining the company’s services / products and the importance of having them. Content should never be a ‘hard sell’ but instead, should subtly remind customers about the value benefits of your brand and why they should purchase your service / product.
What methods do you follow when using content marketing?