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How content marketing can boost your branding

Posted: Wednesday, May 30, 2018 at 8:56:29 AM EST by Helen Cartwright
Building your brand in the digital age requires more than high quality photos and a well-designed website. It takes strategy and a willingness to find your distinct voice. Content marketing has become a key strategy in digital branding. But for many businesses, it can be hard to make the transition, especially if you're in an industry that doesn't lend itself to long blog posts and funny infographics.

Content Marketing

Why bother?

Why do we engage in content marketing? Content marketing helps you to find and distinguish your voice. It allows you to differentiate your business in a way that traditional marketing does not. Content marketing allows you to create a nuanced message and a positive relationship with your audience.

You gain visibility by creating content that is searchable and encourages your audience to spend some time on your website, looking around, getting to know you. Content marketing also allows you to target your segment of the market more accurately.

You will also gain credibility. Increasingly, consumers visit your website and social media accounts before deciding to spend money. This is doubly true when making a major purchase. While reviews and sponsored pages are useful, nothing builds your credibility as an expert in your field like content that demonstrates your expertise.


The key to effective content marketing is making sure that you deliver value, as defined by your audience. What are they interested in? What brings them to your website? What kind of information might they be interested in? This might sound like any basic marketing strategy, but content marketers take it a step further. Rather than trying to figure out how to get your company's name in front of the consumer at the various stages of the buying journey, content marketers think about how to be a part of the journey. They seek to understand all of the adjacent concepts and issues that are important to their consumers and address them.

Your brand needs to stand for something. Content marketing helps you to show your customers the purpose and ethics behind your business. A great example is the weight loss industry. While many health and fitness website talk about how to lose weight or inches, others focus on building healthy habits and improving all around health. Many of the material offerings from both camps are the same (training, meal plans, exercise equipment) but they speak to very different audiences.

Content marketing also allows you to market to existing customers while attracting new clients. Content marketing allows you to increase your referral traffic by lending your content out as guest posts on relevant blogs and websites. It allows you to engage your current clients by responding to trends and changes in the market directly. It effectively closes the distance between you and your target market.

One great example of this is an interview published by a company that sells men's and women's accessories. They followed a model/photographer around for a day and got her perspective on issues that would interest their readers. They didn't spend the time talking about the brand specifically, but they did give us a glimpse into the type of woman that they are marketing to and hope to attract.

Content marketing is low cost and can be universally applied. It can be used for any industry, even something as specific as car insurance. The only real cost is time. High quality content is not only engaging, but reminds your audience that you are there to help improve their lives. Explain complicated, but relevant legislation to them. Show them tips and tricks that help them save time and/or money. When they leave your site or social media page feeling that they got something for nothing, they will be sure to come back.

Start now!

There are many tips and tricks you can use to begin or improve your content marketing strategy and convert site visits into sales. Focusing on what your brand stands for and aligning it with your content is key to marketing success. Remember that your mission when writing is to produce high quality content that makes your customers' lives better. Skimping on the quality of your content is never a good idea.

Content marketing is the key to your business's soul. It shows your customers that you understand them and increases the trust in that relationship. Your content helps you to show them that you care about the issues that matter to them and that you understand their aspirations. It allows you to show them how you can help them to realize those aspirations. Content marketing allows you to move from the realm of selling products to selling a lifestyle. You can show your customers that you don't just want them to buy your products, but to live well. And that is the best sales pitch of all.


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