Content marketing serves many purposes. One is the most obvious – it helps to bring your business to the notice of the masses. But a lesser known benefit of consistent and strategic content marketing is building brand value. With the growing number of businesses coming up daily, yours needs to have the X factor and a distinctive marketing tone or style that makes it stand out.
Good content marketing helps to promote your brand and create a unique web presence for your business. It does that by utilising search engine optimization and inbound tactics. Remember, strategizing is sometimes more important than content creation. Therefore, before diving into content marketing, make sure the specific goals of your business are clearly identified. Some businesses may need their content marketing to focus on brand promotion and others to market their products and services. The content marketing methods in turn will reflect these goals. Read on for tips to successfully promote your brand through content marketing.
Solution Centric Content
In the beginning of your content marketing journey, refrain from fluff and aim to create problem solving content. The importance of a solution centric approach cannot be underscored enough. While top of the funnel content is important to attract buyers, middle of the funnel content is what gets real results. In order to create content for that important demographic, focus on understanding your brand’s buyer personas thoroughly. And provide case studies or testimonials of satisfied customers to convince such people to move further down the funnel. Comparison lists that compare products and services with competitors and data sheets are some other examples of solution centric and effective, middle of the funnel content.
Keep Up with Trends
Tapping into trends is so important in the age of virality. Whether it is TikTok or YouTube, brands need their content to keep pace. Memes and viral Gifs can be exploited to create content that sells, especially if your target audience is Gen Z or millennial. Increase brand awareness by utilizing current trends in your product or service stories.
For example, say you are a business selling bespoke linen, use interior design trends like cottage core to promote your brand’s offerings. Share the products from your line that can be used by customers to incorporate said trend into their own homes. Another example of trends being used in content marketing: You are an artisanal coffee brand that sells top of the line coffee. Create a fun infographic to show how your brand’s products can be used to create trending coffee like Dalgona or Matcha. Maybe do a video series showing different coffee art that customers can recreate at home using your coffee beans and powders. Oh and don’t forget to share such trending content on social media with links back to your site.
Optimize for Discoverability
In order to promote your brand using content marketing, your content must be easily searchable. A great way to do that is by making your content into a Q&A style. Match your content to exact queries your target customers will type into search engines. And also keep an eye on the competition and how they are answering these questions for customers. Make sure your content is unique and adds something extra to what your competitors are already delivering.
Recycle and Reuse Content
Consistency with content is one of the biggest headaches for brands, irrespective of industry. And with quality mattering more and more as the years go by when it comes to search engine ranking, churning content takes time and care. A great way to then save time and optimize your content creating methodology is repurposing content. But get crafty-don’t simply change a few words here and there and repost content. Instead, change the format-turn existing blog post content into an eye catching infographic, video or presentation. When reusing content, make sure to use content that has the best engagement rates. Recycling content saves time spent in research and brainstorming and ensures that you don’t experience periods of low content.
Creating evergreen content is one of the big goals of businesses. The biggest benefit of evergreen content is its ability to generate leads year after year. Also, make sure your content is optimized right from the beginning and have a system in place for creation, formatting and distribution. Basically, the goal of every content put out by a business should be to maximize potential and stretch usability as far as possible.
Emotion is a great way to not only lure in customers but also create long term associations. However, the key is not veer too much into the exploitative territory. Try to create content that pushes your reader’s emotional buttons in a way that is seamless and organic. Think of certain buzzwords like inspire, FOMO, curiosity, desperation etc. to craft content. Optimize headlines accordingly. And make your content unavoidable and clickable.
Different content serves different purposes. Some content may be very specific such as content that seeks to establish authority and content that promotes products. However, different targets can be served with a single piece as well. With content marketing, businesses should always refrain from overselling their brand or being overly salesy. The focus should be on educating and showcasing expertise and letting the customers decide for themselves. Try to think from your customer’s POV and create content that will give them a direct answer or solution to their problem. This will help you rank for terms but also create trust for your business. In time, this will build your brand and reputation.
Content marketing can help you score big. But in order to reap those benefits, you need to employ an expert who can do the heavy lifting. New businesses do not have the luxury of trial and error and failing when it comes to their content marketing efforts. Hiring a content marketing agency like Write Right will give you an edge with their tried, tested and proven tactics. With an expert team and years of experience delivering results to clients across niches, they can help you take your business forward. Contact today to learn more.