Consistent and compelling content is the cornerstone of any successful brand marketing program. At its most basic level, content keeps your brand at the top of customers’ minds. At its best, it can engage prospects, build pipeline and establish market credibility
However, sheer volume alone is never the answer. It’s not a question of one or five blogs a week. Successful content marketing does more than garner attention over multiple hits. It has the power to convince customers you are the best source for the products or services they seek—and the solution to their problems.
The content marketing strategy should lead with cohesive messaging that builds trust and elevates you above the noise. Here are a few content marketing tips to consider.
Remember Your Roots
Every company starts with a vision which can, unfortunately, blur over time. To maintain clarity, look back and rediscover the spark that kindled your company’s passion. Remember your plans to disrupt your market and attract loyal customers? That inspiration should define your brand’s direction and guide your content.
Solve Problems
Glitzy ad campaigns and clever wording can only get your brand so far. A simple click of a button can reach customers around the world. However, customer loyalty is achieved by solving their problems.
Your content should demonstrate how your products and services address customer pain points. Focus on results. Instead of promoting technical features, explain how they can be used to improve the way customers live or do business.
Formulate a Cohesive Strategy
Find your voice and apply it throughout every piece of content. It’s common for companies to originate content from multiple sources. However, all your authors should carry the same message and theme throughout their content, whether a white paper, blog or contributed article. Each piece of content should carry or support a singular key message.
A content audit can determine whether you deliver a consistent message supporting your brand. Sometimes, the message is obvious and intentional, and other times, it might be subtle and implied. A cohesive message should eventually emerge.
Like your content, your product marketing design should also be cohesive. Choose consistent designs, fonts and formats across various marketing channels to produce a recognizable brand image.
Explore the Customer Journey
Content marketing that focuses strictly on products and services can potentially alienate and turn off customers. After all, it’s not about you. It’s about them and their successes. Inward-focused content seldom rises above the noise in a crowded market.
Your product is one fish in the sea, and there’s little reason for consumers to recognize it among the rest unless it impacts their lives. Therefore, branch out from the self-congratulating copy of awards and growth statements and hone in on the customer journey and their successes with your products and services.
Mapping the customer journey also provides insights into purchasing decisions and reveals bottlenecks and shortfalls that can lead customers to abandon you. Once you clearly understand your customers’ behaviors, you can optimize your marketing strategy to better align with their needs and produce a personalized and engaging experience.
Let Your Customers Do the Talking
Satisfied customers can be your most effective advocates and form of marketing. Allow them to tell their stories through independent testimonials, reviews and social media.
Encourage individuals who have worked with your brand to share their experiences and describe what they liked about it. Make it easy for customers to share their experiences with email links, dedicated web pages and user-friendly features like photo uploads.
Your brand is your company’s personality. Without it, you’re just another face in the crowd. You can rise above the noise and stand out with a cohesive and distinct content marketing strategy that captures and retains customers for the long haul.
