“Content is king”. Ever heard this? Well, it’s true. Great content is a brilliant way to build your brand. But what is content? Content is (in the most basic sense) the information you put out on your channels. So, it should be building your brand, shouldn’t it?
Yes. But it may not be. The time has passed where people will blindly believe everything you say about your brand or product, just because you say it. If you are a brand or business that wants or needs a relationship with your customers (or clients or whatever), you will need to go further than this. Unless you’re selling a commodity that no-one cares about. To build a relationship with you, people will want to experience who you are. They will likely need to see that you practice what you preach.
And it’s not enough to have a great piece of content. Sure, it might entertain or inform people. They might engage with it. But they won’t necessarily remember that it’s from you.
It’s also not about slapping your name or logo all over your content. Or talking incessantly about your brand or product in everything you do. That is neither entertaining nor informative. It certainly won’t build your brand. Even if people might see and even recognise your content, they probably won’t engage with your brand or feel positively as a result of doing so.
So what’s the answer? It’s to put your brand at the heart of your content.
What does this mean?
Putting your brand at the heart of your content means that people gain a greater understanding of who you are, what you’re trying to achieve and how you can help them as they consume your content. It means they can experience your brand through your content, rather than you just telling them what it is. It means that they feel like part of your brand as they read, watch or engage with your content so they’re not just passive observers. And as a result, they hopefully build a deeper and two-way relationship with your brand.
Sounds good, right? Imagine if you were able to set an expectation of who you are before you even walk into a room. Imagine if people were primed and ready to buy, with customers coming to you, rather than you having to seek them out.
Great content (in the right places) can achieve this – if you make sure that your brand is at its heart. If you make sure that it’s evidencing or delivering on your purpose. That it’s bringing to life your personality and showing how you live your values. That it’s sharing your vision – and asking people to be a part of it. That’s what it means to put your brand at the heart of your content. Does your content deliver?
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