Content marketing is a powerful way of building an image and improving brand awareness. By producing and distributing quality copy which encourages real meaningful engagement, you’ll be able to capture the hearts and minds of potential clients and establish a loyal customer base.
However, even if you’ve worked with content marketing services in the past, it can be tricky to know how to get the most out of your campaigns. While there’s no magic formula to guarantee a campaign’s success, here are five tips to keep in mind when using content marketing services to create and promote your business:
Research Your Audience
You’ve most likely already conducted thorough research into your target market’s demographics, purchasing power, and existing brand loyalties. However, if you’re going to use content marketing to build up your brand, it’s equally as important to conduct research into your audience’s consumption habits. Do they source their copy from newsletters, particularly social media channels, or company journals? Do they prefer short-format or long-format content? How much do they consume on a regular basis? This is the data that you need in order to be able to specially tailor your strategy.
Use A Distinct Voice
It’s vital that you speak to your audience using a distinct voice and tone. If your brand sounds like every other one on the market, then it’s not going to get you noticed. A good way to assess whether your brand has a unique voice is to take a piece of your own copy and a piece of a competitor’s copy and remove any identifiable logo designs or names. If a potential buyer can’t tell which belongs to which company, then you haven’t yet established your own style.
Identify Your Unique Value Proposition
Content marketing services repeatedly stress the importance of designing your content around your unique value proposition, or UVP. Your UVP is what sets you apart from your competitors; it is the reason that customers come to you and not to them. If you’re a bookshop, for example, your UVP might be your staff’s specialist knowledge of twentieth-century English literature. Once you’ve identified your UVP, case studies, white papers, testimonials, and blog posts are all excellent ways of getting this value across to consumers.
Sponsor an Influencer
With so many people basing their purchasing decisions on online reviews and recommendations, influencers or ambassadors provide a content marketing service that you just cannot afford to ignore. More importantly, sponsoring an influencer will not only get your product seen by a much larger audience but by associating your brand with a liked and well-respected YouTube or television personality, your business will start to be seen as equally likable and respectable.
Market Your Culture, Not Just Your Products
Customers want to feel like they’re part of a community. It’s therefore advisable for your brand to have a friendly, community culture of which customers would feel proud to be a part. Creating text or videos which show how your business works on the inside, such a ‘day in the life’ blogpost or video-interview, is a great way of generating trust and a sense of companionship with your audience.
When using content marketing services to build your brand image, it’s well-worth keeping these five tips in mind. In an increasingly competitive and crowded marketplace, the importance of a unique and well-respected brand must not be underestimated.
Author Plate Kit Jones is a professional consultant at LeadGeneratorsDigital, a successful online marketing agency focusing on a variety of digital strategies including content and SEO marketing. The agency provides affordable content marketing services for businesses looking to not only boost their Google rankings but also their conversion rates and the overall quality of their site.