These days, you’re nothing if you don’t have a brand. From Instagram influencers to huge global corporations, every organization needs to be able to summarize who they are and what they’re selling in order to be viable. Even if you’re selling something that’s a bit less tangible, such as a lifestyle or an idea, you need to be able to communicate what it is you’re all about in a succinct, easy-to-understand way. So how do you start? For one, you’ll need a great marketing team. Whether you start out with a comprehensive plan to expand your digital footprint or try a steady rollout of content to build up brand recognition, you’ll need a good marketing company such as NetSearch Digital Marketing to give you the right digital marketing tips for the job. As time progresses, the digital world gets more and more sophisticated when it comes to consuming content. When a simple boosted post or campaign won’t do, it’s time to start thinking creatively. If you’re building a brand, here’s how you should use content marketing to get your name out there.
Developing a Distinct Voice
The first thing a marketing professional will tell you is that you need to find a way to stand out from the crowd in an appealing way, especially when you’re trying to sell something. It’s hard enough to gain a presence and a following on the Internet as a creator or an influencer, let alone a business that’s trying to tap into a new market. That’s why developing and defining your brand’s voice should be at the top of your list. If you’re a well-established brand, creating a newer, more with-the-times voices could be part of your agenda. If you’re just starting out, you have a totally blank slate and can take all the time you need to figure out how you want to communicate your ideas to the world. In general, your voice should be able to signal to readers that you’re the one writing and that you’re not just reading off a press release. You need to use strong, visually-oriented language to paint a picture of who you are and what you’re bringing to the table. Otherwise, you may risk blending into the background.
Getting Comfortable with Standing for Something
The Internet is full of loud, passionate voices. Many of these voices, however, don’t have a strong through-line. While one popular Twitter account might take on a political issue one day, it could be forgotten by tomorrow, replaced with yet another trending hashtag. While you always want to stay informed about current events, it helps to find specific causes that you care about that can help show consumers who you are as a brand. Content managers can start aligning your with causes and start building those relationships. Partnerships will speak louder than words, and if you’re committed to actually standing for something without backtracking, prevaricating, or becoming inconsistent over time, you’ll develop a fan base that will have total trust in who you are and what you do. If you want people to follow you and invest in what you’re saying or selling, you need to get rid of the idea that you can appeal to all of the people all of the time. Instead, pick something you care about and put your full weight behind it as a brand.
Creating a Set of Expectations
McDonald’s sells burgers and fries. HR Block does your taxes. When you enter a KFC, there’s a strong chance you’re there to eat fried chicken. Every business, whether it’s a fast food restaurant, a supply store, or even a media outlet, is selling something that its consumers know they can find when they enter a store or click on a link. While it takes time and a lot of work to develop the kind of global identity that a business like McDonald’s has, it helps if you start by showing your viewers and readers what they can expect from your brand content. Developing a voice has a lot to do with this, but so does style, subject matter, and even the timing of your content. Ask your content managers to start with something easy: If viewers can expect a video or a blog post from you once a week, that’s a start. From there, you can start building up expectations and releasing more content as demand increases. As long as you stay consistent and don’t slack on quality, you’ll be able to earn the trust of your consumers and develop a long-standing relationship with your followers.