Content marketing is completely different from branding but it can be used to boost your brand identity.
Branding is more than a logo or colours, it’s also everything within your company. Because of this, it’s important to define what your company stands for. You can do this with a good content marketing strategy.
What is content marketing?
Content marketing is the process of planning, creating, sharing and publishing content to reach your target audience.
The main purpose of content marketing is to attract attention to your product or services and create interest without making a sales pitch. Content that is continuously sales-based to push your product is a turnoff and diminishes trust.
Content marketing can help to create a brand image, change that image and get people interested in what’s on offer.
Your content marketing should also be based on your brand positioning, personality, values and tone of voice that have all been previously defined with your communications and/or marketing team.
Different types of content
Content includes product content, sales content, customer-service content, event content, employee-generated content, email newsletters, marketing and campaign content. Even advertising is content.
But you need to engage with your audience through content marketing by providing useful, relevant, and consistent content. Don’t just create content that sells.
When people engage with your content, they’ll be building an impression of your brand. If they find what they read helpful, informative, or enlightening, they’ll think more highly of your brand. Through content marketing, you can highlight your authority in your niche. If you provide enough valuable content your brand then becomes synonymous with that niche.
The upside of this is that if you have something to sell, your audience will be willing to buy from you because you appear to know what you are talking about. Thus, through content marketing, you can build customer loyalty for your brand.
It’s a great achievement when your customers can identify your brand through your content without seeing your logo or strapline.