You may have heard that content is king, but how do you ensure that your brand identity is not lost through your blog posts? In this article, we will cover five easy ways you can create brand identity through your content.
Know your brand identity
To convey your brand effectively, you need to know what your brand represents. What is the unique selling point of your brand? What makes your brand stand out from the crowd?
It is essential to have established these fundamental basics before embarking on creating content.
When creating content online, you have to connect with a consumer in a short time frame, as you will often be working with a low word count. Choose three traits that best define your company and settle on this message throughout. If you try too many things at once, you will dilute your brand’s message and will prevent the consumer from understanding your company’s values.
Remember always to be authentic throughout, consumers are very brand aware and can tell when you are jumping on a marketing trend and not engaging honestly. If you aren’t able to do it yourself, you can always hire a professional B2C or B2B digital marketing agency to help you out.
Define your brand voice
Your brand’s voice is how you stand out from your competitors. It should be individually tailored to your business. After you complete a blog post, article, video or infographic, ask yourself whether the voice of your company can be easily identified through this content.
Looking over previous content can help you pinpoint which articles have best delivered your brand voice and company’s vision. Ask yourself why they were so compelling and use them as a template moving forward.
Establish a connection with your audience
To succeed in content marketing, you need to commit to creating content regularly. Quality content and consistent engagement are essential. If you are only posting new articles every few months, then you are not showcasing your brand effectively.
However, there needs to be a balance. You don’t want to create non-relevant content just for the sake of it. This will send the wrong message to your consumers. It’s important to be authentic and create content that your audience expects from you. You are an expert in your industry, and it’s these skills that your consumers want to see.
Have a social media strategy
Social media is a great way to actively target your audience while showing them how invested you are in your brand. It’s unlikely that your audience will visit your site every day. However, you can guarantee that they’ll scroll through a news feed regularly, so it’s important to harness this.
You need to view social media as an extension of the content on your website. If you don’t utilise your social media, then you can’t expect your audience to engage with you actively.
Use social media to successfully promote your blog posts and drive more traffic to your website. Also by reaching out to customers, answering queries and sharing relevant content, you can create a brand narrative that engages with them and their interests.
Don’t just use one form of content
Writing engaging articles that represent your brand is just one way that you can engage with your audience. Many different types of content will appeal to a variety of your audience demographic.
Visual media, such as videos and infographics can help reach a broad range of audience across a variety of platforms. These formats can sometimes simply reinforce the points you’ve touched on in your articles but will appeal to everyone. Consumers are far more likely to watch a video than skim through a blog post.
You have to, of course, consider balance in creating a variety of content. You need to avoid from cluttering your website with podcasts and videos if they aren’t relevant to your brand identity or voice.
Content doesn’t need to be complicated. Decide on the key areas you want to get across from your brand and emphasise the main focus that your brand is different from the rest. You can write this down into 1-2 minute scripts for engaging video content to really drive the message out there.
Creating a brand identity through content needn’t be overwhelming. If you follow these top tips, you’ll be the content king in no time.
Sarah McCann is the Blog Editor at NI Parcels, an online courier comparison service designed to get you the best deal on deliveries.