Promoting your brand with content

So you want to promote your brand– draw awareness of your products and services or increase customer loyalty.

Well, your efforts are likely to include figuring out your target markets, creating marketing and communication materials and sending out all of that material to your specific audience whether online or offline. This is all content marketing.

The strategy though has changed.  No longer are people easily swayed by the monologues of traditional marketing. Now, they are immersing themselves in dialogue. They want to have a conversation.

So, instead of inundating your target audience with sales messaging, businesses are providing informational content that addresses challenges customers face.

Content is generated to create value and today businesses are distributing volumes of content to engage their target audience. Marketing budgets are pouring more money into the creation and distribution of content.

According to B2B, the content that’s used the most includes social media, websites, email, newsletters and video. On the otherhand, the content delivery system considered most effective are in-person events, case studies, videos, webinars, blogs, research reports, ebooks and white papers.

The contents value won’t mean too much if it’s riddled with mistakes. These errors don’t necessarily have to revolve around grammar and punctuation. Rather errors are made by the way you choose to approach your audience.  Here are three questions to ask yourself and your team:

  • Is the company the central topic of the content?
  • Is the company using the right channels?
  • Is the company really addressing customer’s troubles?

 Is the company the central topic of the content?

Talking too much about yourself would turn people off so will talking too much about your company. It shows that you’re not listening and that there’s less of an exchange of ideas or thoughts. Address your buyers’ pain points. Not only will you want to use the right channels but you will want to use them effectively.

The following is an example of how one company used content to discuss a topic:

In 2010, Russell Investments tapped into his clients’ desire for insightful research for the brand campaign “Conversation Yields Innovation,” reports BtoB. The print and online global thought leadership branding campaign was timed to coincide with the World Economic Forum in Davos, Switzerland.  The intent was to show that companies in the financial industry needed to listen to their clients and innovate. The campaign used op-ed style print ads in The Economist, Financial Times and the Wall Street Journal. In addition, an online video featuring investment strategies from Russell CIO Erik Ristuben was created.  The whole effort was to create a “bold and honest” conversation.

Is the company using the right channels?

As the number of marketing channels continue to multiply you or your marketing department may feel overwhelmed attempting to cover all of them. Remember, some channels have been found to be more effective than others. So, determine whether you are getting a good return on your investment in a particular channel; know your customer and their buying habits.

Is the company really addressing customer’s troubles? 

Buyers want to go to a trusted source to make their purchase for a product or service. They are looking for solutions and throughout each stage of the buying cycle you can provide them with  tips and advice.

The content you provide needs to encourage people to participate, intrigue them so they want more and will want to share the information with others and build a community.

Photo Courtesy: Suwit Ritjaroon/

5 thoughts on “Promoting your brand with content

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