How to Shape Your Organization’s Brand Using Content
The content that a company puts on its website goes a long way toward developing its brand through customer interaction.
Branding a company provides customers with a clear picture of what they can expect. The top brands in the world have carefully crafted public images, so customers know what they have to offer and have clear expectations about them. A smaller business, however, has to put work into creating its own image.
A lot of effort goes into crafting any brand: Its logo, customer service, and products are all part of the puzzle.
Creating content for a website, and sharing it through social media channels and other means is another essential part of a branding strategy because it allows the company to speak directly to its customers. Content marketing also creates three times as many leads as outbound marketing.
By keeping your content strategy in line with your branding efforts, you can interact with visitors and show them exactly what your business is about.
Content can create expectations for you to meet.
What should your customers expect when they interact with you?
Shoppers all over the world know exactly what to expect when dealing with large brands like Amazon, Walmart, Coca-Cola, and McDonald’s. Before customers enter a store or try a product from these retailers, they have a clear idea of what they’ll find or how much they’ll enjoy it. This knowledge comes partly from branding.
Businesses not on the same level as these multinational corporations can still use their website content to achieve the same goals: to let their customers know what to expect when they stop by the store or head to the website.
Online content can provide customers with knowledge of what products the company has to offer, what the shopping experience is like, when the business is open, and other details. Ideally, all of this information comes together to create a brand that customers will want to experience.
From there, it’s up to the company to meet these expectations through its products and services.
Content helps you connect with your customers.
Speaking directly with your customers is a great way to build a brand because it allows you to position yourself as an expert. Say, for example, a health food store wants to become a go-to location for vitamins. But why would customers buy vitamins from it over any other source?
Because this store is the expert, of course.
By presenting informative website content on various types of vitamins and their benefits, the store can position itself as an authority on these products. From there, it becomes a source of knowledge on the subject, increasing the likelihood of customers purchasing from it.
The more it’s able to connect to customers on a personal level by providing them with value, the more likely they come to visit the store when they need a related product. Of course, it doesn’t hurt that 81 percent of shoppers search online before purchasing, making it more likely that they will find the expert content.
Another part of the human connection is emotion. Does your content create an emotional response in your readers?
If visitors find your website humorous, heartwarming, or enlightening, it creates an emotional response that can lead to action. At the end of the day, they’re human, and you’re human, and creating a human-to-human interaction is key to developing a successful brand.
Branding is about making a connection with your customers, and your website content can help you achieve this goal.
Content injects personality into your brand.
How do you want your customers to see you? Do you want to be funny? Witty? Formal?
The content that you provide gives you a voice, and that’s how your customers will perceive you in the future. It doesn't make sense for a law firm to have goofy content on its website. Likewise, formal content doesn't work for an amusement park.
The voice that a company creates through its content will go a long way toward building its brand, so marketers should carefully choose the language they use to craft that image and use it consistently.
Content builds trust with the uninformed.
Not everyone who comes across your website will have heard of you or have any knowledge of you whatsoever. In fact, if you do things right, you'll end up with a lot of first-time traffic on your site once your content strategy is in place.
Your goal in this initial interaction is to give visitors reasons to either stay or return, and you can do this by building trust.
Marketers should always ask, what does the website content say about the company? Does it position the business as an expert in the industry? Does it answer a question that visitors are asking?
Having informative, well-written content is important for showing visitors that the brand knows what it’s talking about and for providing a reason to keep reading.
After all, no one wants to waste time reading uninformed opinions or incorrect information. Hit your visitors with the facts and make the writing enjoyable; your readers will thank you and, therefore, become more likely to purchase something down the line.
A new way of branding your business.
Content marketing is an extremely efficient way of shaping your organization’s brand because it’s highly visible marketing collateral that never goes away. Every customer that you funnel toward your website encounters this content and, in the process, becomes more aware of what you have to offer.
Most companies will offer multiple content writing packages to help you grow your business and improve your online visibility. Make sure you find the company that can help to perfect your brand and get you to the next level.