Learn how to do content brand building in less than 20 minutes

If you want to rank on Google you have to focus on content brand building or pay for it through paid media. Both will work one just takes more money and when the ad is turned off, so if you website traffic.

Different people have a different understanding of what content marketing is. Some people see content marketing as an opportunity to educate their clients or to connect with them.

There are also people for whom content marketing is just a tool that helps them get higher rankings on Google.

No matter what is the main purpose of your content, it always tells your readers something about your brand. Thus, you have to present your brand in the best light possible. Mediocre content is almost useless.

Sometimes it may help you appear higher in the list of search results but it doesn’t give your targeted audience any clue why your brand is better than any of your competitors. Good content should work for your brand’s reputation, it should be effective and memorable.

Is Your Content Building Your Brand?

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There is a good test that can help you define your brand voice and understand whether your content is able to withstand competition. Open two Word documents with your article and a similar article from your competitor’s website.

Delete companies’ names and logos. Print both articles and take a look at them. Can you take a random page from each article and tell which one is yours? If your content lacks your own brand voice, it will be a hard thing to do.

When people start creating content for marketing purposes, every new post feels like a small victory. However, as soon as you get familiar with the specifics of content marketing and writing new posts becomes a routine, it’s time to start making effective branded content.

You should provide a distinctive perspective that will not only entertain your target audience but also deliver your brand’s message.

“Basic content will not help you attract new customers and it won’t be good for your brand. You have to stand out. You need to build your business identity, and it’s impossible without effective communication. In turn, if you want to communicate, you need a brand voice,” states Emily Greene at College Writers. 

All successful companies realize the importance of having their brand voice, that’s why branded content becomes more and more popular. Branded content is more interesting for customers than ads.

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It is informative, valuable, and entertaining. It’s also beneficial for businesses because the branded content is shareable — good content spreads fast and reaches a wider audience than boring marketing messages.

It’s also important to understand that your brand strategy and your content strategy are different things. However, they cannot exist isolated from each other.

They are symbiotic: Your brand strategy provides ideas and perspective for your content strategy, while the content strategy executes the brand strategy. You need to use them both to strengthen your brand.

Unfortunately, many companies fail to connect their brand strategy and content strategy. According to statistics, almost 60% of marketers don’t have a clear content strategy at all or their strategies are not documented.

Marketers often have to deal with many challenges simultaneously, especially if they work with young companies which are just beginning to explore the world of business. The situation gets even more difficult if dealing with B2B tech companies.

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Startups don’t have much time to conquer the market, they need to quickly find customers and raise money for their future growth. The main focus of such teams is making a product and selling it.

There’s no surprise that marketers choose fast tactics and often forget to assess what they are doing in the context of brand strategy.

Usually, companies start thinking about their brand when they’ve already proved themselves viable. Building a strong brand requires dedication and a clear understanding of your agenda. The quality of your product and its price are not the only things that affect your business.

Everything about your brand, including its image and values, sets the tone for your interaction with potential customers. Thus, if you marry your brand strategy and your content, the effectiveness of your marketing will grow significantly.

How to Strengthen Your Brand with Strong Content

content brand building

1. Define who is your audience

This is the first step of your content strategy, and it’s crucial for your success. You have to build a persona of your buyer and understand who they are, what they are interested in, what do they need, and what is the environment they’re living in.

The more detailed your understanding of buyers, the more accurate the message you can deliver, and the better the conversion.

In addition, if you deliver a variety of products and services, this means that your target audience is also more diverse than when working in a narrow niche. Study your audience and create content for each of the many groups that interact with your brand. Read more about the target audience.

2. Think of what you will and will not write about

Once you’ve defined your audience and identified your agenda, you need to focus on creating value and delivering it to your audience. First, you should define what you will and will not focus on. For example, if you’re dealing with a company that works with big investors, you shouldn’t focus on the recent news.

Your audience is most interested in the long-term perspective of any event. They can read the news in Bloomberg and find a detailed analysis of recent events in The Wall Street Journal. Instead, tell them about the impact of the news on investors and provide a more broad view.

3. Use surveys

Strong market research and a thorough analysis can work wonders. The more you know about your readers, the more you can tell them. Social media platforms, emails, and your own website can help you collect valuable data on your audience, and you can do it for free.

On one hand, you get the information necessary for your report. On the other hand, when users complete surveys, they also invest themselves in your brand. They tell you something about themselves, and they want to learn more about your brand in return.

4. Create effective email newsletters

Sending email newsletters is an old-school method of marketing, in fact, it’s so old that many marketers forget about its effectiveness. For some companies, weekly newsletters may be a great reason to connect with customers who otherwise would think of their brand rarely or forget about it at all.

Make a convenient footer on your website so that your users can see the subscription link. Switch from a double opt-in to a single opt-in.

You can even use pop-ups that appear when your visitors are going to leave your page: Pop-ups won’t distract them while they’re on your website but will offer a subscription before they leave. Obviously, you also need to make your newsletter interesting and engaging.

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5. Educate your audience

What was your favorite subject at school? No matter what it was, you most likely remember that teacher. People like to learn something interesting, and they always remember who they’ve learned it from.

No matter what kind of educational content you choose, you should educate your audience sometimes, and they will love your brand.

There are many options available: You may provide research articles, step-by-step guides, and tutorials, or educational videos. You can also add interesting infographics to your text content.

6. Use interactive content

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Speaking of types of content — videos are the most engaging and shareable content on the internet. According to statistics, the vast majority of B2B marketers agree that they need video content for their marketing strategy and consider it one of the most effective tools.

Videos enhance your content marketing programs and make your audience stop for a while and focus all their attention on your brand content and brand content marketing.

They cannot just scroll it down like when reading blog posts. However, your video content also should be valuable and engaging. There’s nothing worse than boring long videos. Don’t forget that people have a short attention span.

7. Repurpose

Use any means to deliver your content. If you have an ebook, you can easily turn it into several posts in your blog or include the content from it in your emails. In turn, shorter forms of content can be turned into infographics.

Your target audience should discover your brand in many ways. For example, you may create a webinar but some people won’t have enough time for it.

These people can still be interested in your topic so just give them a short blog post with the key points from your webinar. This is the simplest way to increase engagement.

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Conclusion about content brand building

As your business grows, the importance of your brand strategy increases. Your brand is much more than just a logo, fonts, and colors. Your brand should have its voice and values, and the only way to deliver the right message to your audience is to create the right content.

Your content shouldn’t be just interesting, it must help you build your brand image. It should provide value and make your audience engaged with your brand. There are many effective methods that can help you tailor your content to the needs and tastes of your audience.

Educate them, entertain, inform, and learn more about them. Show them that you understand them and that they need you. An effective content strategy can work wonders, increasing the visibility of your brand and boosting awareness.

Ester Brierley is a QA Engineer in a software outsourcing company, a seasoned content creator and virtual assistant for College Writers. When she’s not writing about cutting-edge digital trends, Ester takes online courses to improve her marketing skills. Follow her on Twitter.

General FAQ’s

What is a content brand?

If you want to rank on Google you have to focus on content brand building or pay for it through paid media. Both will work one just takes more money and when the ad is turned off, so if you website traffic.

How to strengthen your brand with better content.

There is a good test that can help you define your brand voice and understand whether your content can withstand competition. Open two Word documents with your article and a similar article from your competitor’s website. Delete companies’ names and logos. Print both articles and take a look at them. Can you take a random page from each article and tell which one is yours? If your content lacks your own brand voice, it will be a hard thing to do.

How does content marketing help me with search rankings?

Great content marketing, done right, will help drive quality web traffic. It acts as an annuity where your keyword keeps giving back vs. paid search.

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