Why Use Content Marketing As A Brand-Building Strategy?
Content marketing is a powerful SEO strategy. By publishing a range of content online, you can increase traffic to your website, and in turn, boost conversions. But how does content marketing help businesses build a brand? Let’s find out.
Whatever your primary goal – increase sales, boost revenue, etc. – brand building needs to be at the forefront of everything you. Without a coherent brand, people won’t associate you with your products or services. This makes it harder to grow your business.
Virtually everything we do is online these days and most people search for a company online before they do business with them. If they don’t find much or what they do find isn’t positive, it will likely send them elsewhere.
Spread the Message Online
Content marketing is an important way to spread the message about your business online. You can use content marketing to define what you do and what type of product/service you sell, whether you are targeting consumers or other businesses. When you work with a marketing and PR agency like Merritt Group, you will soon discover that content marketing is a big part of the service they offer.
Here’s why it helps.
Tell a Story
Good content marketing tells a story about your business. It helps you build a genuine connection with your target audience. This is especially important on social media channels. Without a strong connection to your audience, people won’t listen to what you have to say.
Innocent Drinks, a popular drinks company, has built a very strong brand on Twitter thanks to its irreverent tweets that poke fun at anything and everything. It doesn’t take itself too seriously, which helps the brand connect with millennials and Gen Z.
Airbnb is another brand that has built a strong identity in its target marketplace. If you think of Airbnb, does a picture of a home-from-home come to mind? Bingo!
Both of these brands have used content marketing to hone their message. They share stories and make everything they produce relatable. It works much better than posting traditional ads online, which will almost certainly be ignored.
And this leads us to our next point: good content marketing helps you stand out from the crowd.
Stand Out from the Crowd
Today’s online world is very crowded and it is hard to differentiate a business from competitors in the same niche. Great content stands out, whether it is posted on a company blog or uploaded to a company’s YouTube channel.
For example, if you sell hand-crafted children’s furniture and your brand message is Quality and Cute, posting videos of kids enjoying your fun designs could be a willing formula. The more you show your target audience how much value your product adds to their life, the stronger your brand identity becomes. That way, when a customer wants a top-quality bed for their child, they’ll think of your company and visit you online.
Whether you produce your content in-house or hire an agency to help you, content marketing can make your brand more memorable. Make it your number one priority.