Successful marketing and brand building require thoughtful content. Too many companies feel like throwing any content on a blog, social media, or on YouTube will help grow sales. However, content consumers are savvier than ever. Modern media users can easily spot when content is filler, and when it’s targeted and well structured. Brand building requires growing a committed audience over time that is passionate about the products and services a company provides. Regular content keeps that audience anchored to the brand in a meaningful way that helps them identify with a mission, product or service. Here are a few ways every company can create meaningful content online.
Brand Building Requires Connection
Effective content needs to balance promoting your brand and filling a customer need. There has to be something more than just the product to draw customers in. In addition, it can be a problem that your product or service solves, or a trending topic of interest. Whatever the case, something needs to drive consumers to click and read. It should effortlessly tie in persuasive arguments with your company’s products without becoming overbearing.
Content Has to Be Original
Plagiarism can follow a brand around like a curse. One mistake can cost you your audience because readers hate phony content. Real brand building is authentic and original. Don’t take the chance of lifting ideas, articles, or other content from competitors. It cheapens your brand and, if caught, can drive loyal followers away. Too many companies make content creation an afterthought, and it ends up costing them. It’s understandable given the amount of time and money that goes into product development. However, make sure whatever you do is original so you can stand by whatever gets pushed out into the world.
Great Content Has Depth
The best content draws consumers in, keeps them there, and then directs them to more good content. There must be levels to brand building. This requires integrating links to products, other articles on the subject, and citing other content that adds to the story you’re telling. It underscores the amount of thought and time that went into making that piece of content and offers consumers more if they want it. Avoid the mistake of surface-level content because it leaves too much on the table. Build depth into content to immerse the customer more fully into the experience you want to provide.
Companies looking to enhance their content can get help from Quill Marketing. Quill is a leading content advisory and creation partner that works with clients to help them communicate their mission and grow an audience. If you are looking for blogging services to help spread the word, contact us to see how we can deliver.