Role of Content in Brand Building
Whenever we talk about building a brand, the most common thing that comes in our mind is content. Role of content is not limited to marketing and advertisement; it creates a reflection of our vision among clients and customer. We can’t imagine any strategy of growing our business without talking about content. Whether it’s a website, tagline, ad-copy, advertisement, social media, business proposal or an email, the first thing that hit our soul is content. It is an integral part of branding but some major roles that it plays in building a brand are as:
Helps in Personal Branding
If you are continuously providing lots of value to your visitors, then they are also going to connect with you at personal level. Your name or identity will always generate a signal of trust in their mind. Once a person started trusting you, then he will definitely take your every discussion in a positive manner.
If you have good understanding of content marketing, then you can easily showcase your knowledge and skills globally. It may be in the form of text, audio or video but it should be presented very well among audience. People from every corner of the world will eventually start to recognize you based on your talent, skills or knowledge. By using the power of content, you can also optimize your social media profile which will help you in personal branding.
Role of Content in Marketing
When it comes to marketing, Content is King! Whether we talk about SEO, PR, Inbound or Social Media, Quality content is a part of all forms of marketing. Most of the efforts that we put in marketing use to revolve around the role of content and designing. If you use content as part of your marketing strategy, you need to learn to be persuasive. By using quality content in your marketing endeavors, you are not only building trust and relationships, but also earning advocacy by making your customer loyal through different platforms.
Whether we talk about digital mode of marketing or traditional one, content always play a major role in engaging our audience. Brands are now putting lots of efforts in order to improve and maintain the quality of their content. They recognize content marketing as essential element within their integrated marketing strategies – core to building their brand and growing their business.
If you have lots of knowledge or expertise in any segment of any industry, then it’s a fair chance to create your thought leadership among other peoples by sharing and promoting it at all relevant platforms. Soon people will recognize the value that you are providing to them and this can build the image of authority. The content you publish becomes a part of your social profile, positioning you as an expert and thought leader. It’s a unique way to directly engage with the right people in the right context.
In this age of information surrounded with content, quality is the main thing that can make or break your efforts. You can drive traffic and get visitors with quantity and mediocre content, but you’ll never be able to build a brand. Your visitors will only share your content when you maintain quality and include a ton of value within it.
The most common mistake that people make with content is scaling very early. Similar to building a brand, you need to nail it before increasing the frequency and quantity. That’s what makes quality the first thing you should focus on right from the beginning. This quality based approach will definitely reflect your authority in the eyes of audience. This is the beauty of this digital age that you can establish your credibility by continuously providing valuable content. Post anything that you find useful and help your audience to either learn more about you or about your business.
When your visitors start sharing your content and return to your site organically, it means that your content is spreading the message about your brand through recommendation and word-of-mouth marketing. Sharing of your content shows that people care enough about what you’re saying to help spread it along.
Role of Content in ORM
With the increasing use of social media and search engines, the growth of a brand is also depending on its online reputation. What people say about your brand in their social circle? What type of reviews and ratings are given by them after consuming your products or services. In the last decade, we have witnessed so many examples where negative reviews by customers have affected the brand image.
Content has formed a bridge that consumers want to walk across in order to connect with brands they like. The average amount of content a person consumes on a daily basis is going up year by year. People are consuming so much content, both consciously & unconsciously that they identify copycats quickly. If brands want to prosper in the market they have to pay more attention to the consumer and their expectations. That is the reason for the predominant role of content, especially in reputation management. If the content is relevant and value-driven, then it can create a positive perception about your brand.
We believe that successful content marketing happens when you earn and retain the attention of your audience. The content you want to craft should be the highest performing content on the web where your customers hang out.
There are so many tools available online like Buzzsumo and Portent through which you can analyze and find best performing content. Your content can also go viral when people are sticking around to get value and learn. Role of content is not limited to points mentioned throughout this article when it has capability of going viral. It can perform much beyond that if your ultimate goal is long-term branding.
Hope this article will help you in understanding the importance of content while building a brand. Please share this content among your friends and followers if you find it valuable.