How to Create Content that Will Strengthen Your Brand and Resonate with Customers
Your audience expects a lot from you — better products, quality customer service, cost effective options — but tech marketing has seen a major renaissance within one facet of the customer to brand relationship: supplementary content.
Content isn’t just a way to boost your SEO rankings and pitch your product, it’s a way for customers to connect with your company on the level they’ve come to expect.
While there are many different types of content all serving different purposes, these are the most widely consumed and potentially viral types of content.
Here are four tenants to live by when it comes to content creation.
Use Content to Solidify Brand
At its core, your brand is a collection of beliefs, ideas, and predictions and one of the single most important tools when it comes to customer acquisition.
But in an internet-era where customers have more choices than ever before — all offering competitive prices on similar product — branding has become increasingly more important. Essentially, options give consumers the freedom to base their decision more heavily on the brand they’re purchasing from.
The key takeaway here is to drop the ambiguity and define your brand. And what’s the best way to do that?
You guessed it: content.
Reflect and Relate to Customers
While your brand may coincidentally align with many of your customers own identities, purposefully aligning your brand with your ideal customer is a powerful way to garner the clients your business model thrives on.
You can use the same techniques you do in your personalization campaigns to engineer this into your branding. While it is important for your business not to lose sight of who it is, it’s equally important to focus on who your ideal customers want you to be.
By balancing these two aspects — self-identified brand and customer expectation — within your content, your business can reflect the values of your ideal customers and build a meaningful relationship without compromising key aspects of your brand.
Sharing Unique Insight
We’ve talked about the value of content as a way to solidify branding and relate to customers, but content can only do this if it’s grounded in topics of value.
Offering your unique insights into the world of business and the current happenings is a great way to engage with your customers while putting you in a position to become an industry thought leader.
If you’re offering content based around a hot topic (like the current problems surrounding Facebook and what that may mean for advertisers, for instance), you line yourself up to not only be immediately relevant, but you’ll also find an increase in the the organic discovery of your content.
Inbound traffic to your blogs is the primary indicator that your company is on the right track with content creation — it implies an SEO boost and connectivity with your audience.
At the end of the day, if you want to be a thought leader you need to share your insight.
Don’t Make Longhand Advertisements
We’ve all read articles that seem to be exactly what we’re looking for when that all-too-familiar feeling begins to creep up: We’re being sold something.
No one likes a sales pitch masquerading as content. If each and every piece of content you put out has little value outside of your own interests, you’re not really making content to relate to customers, build a brand, and offer insight — you’re making the digital equivalent of an infomercial.
That’s not to say there aren’t plenty of times where content focused on a product is completely appropriate. In fact, generating engaging content focused around a product is necessary to sell at full potential.
The point is, you must draw a clear line between advertising content and content generated for customer engagement. Your viewers will thank you.
There’s one more tenant to live by when it comes to content creation: keep publishing content.
Some of the biggest businesses and “overnight successes” started their upward trajectory with one piece of great content, even after putting out hundreds of other pieces garnering little attention.
Content creation — videos, blogs, infographics, etc. — can be one of the most valuable tools your company has at its disposal in the viral/digital age, and time and time again that has proved to be the case.
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About Jeff Sammak
As president and founder of Strata Company, Jeff Sammak has been a leader in the advanced integration of marketing, data and emerging technologies for over 20 years. He has a deep understanding of complex business challenges and keen ability to translate them to technology-driven solutions that align to a client’s key strategic business objectives. He attended Monmouth College for Business, Jeff enjoys scuba diving, skiing and spending time with his family.