The adage, “Content is king,” has been used time and time again by today’s marketing fraternity. After all, why shouldn’t they? The saying is like gospel truth, and marketers simply cannot do away with this communication medium in today’s digital landscape.
But how do you go about with content marketing for your brand? What are the ingredients you need for meeting the purpose? Well, here are some of the factors that you need to be heedful of while creating content for your brand:
1. Focus on information
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Building a brand in today’s competitive scenario is not a piece of cake at all. Besides the logo, tagline, colour scheme and support, you need to create brand content that sells. But make sure you don’t appear too salesy.
90% of the most successful B2B marketers prioritise their audience’s informational needs over their own sales/promotional message. This is because 71% of online readers/buyers are turned off by content that resembles a sales pitch.
97% of content marketers prefer to use prescriptive content. This approach to content marketing tells audiences what they should be doing, rather than just suggesting or describing what is done. It’s more about the actionable items than theoretical concepts.
So, make sure your brand content is information-rich, instead of being gaudy scribbling, and is capable of solving the issues that your consumers are facing in the current context.
2. Consistency and completion
84% of users expect brands to create content that provides solutions, entertains them and delivers meaningful experiences. For providing this to consumers, you need to create brand content that gives consistent information at every level of the conversion funnel.
B2B marketers mostly consider blog articles as most effective in the awareness stage, whitepapers in the consideration stage and case studies in the decision stage.
Your team has to ensure that your content is relevant to people’s buying stage, and has clear call-to-action links, uniform vocabulary usage and detailed product features. Every content piece you create should be in line with your other promotional materials and provide a holistic view of the solution you are offering.
Not to forget, you have to maintain consistency while creating content for all social channels. Your messaging has to be clear and complete, meaning it should build your credibility and turn prospects into loyal customers.
3. Your brand’s voice
Every brand has a tone, a manner of speaking. It’s content that highlights this tone. Your brand’s content is not any different; it should have a voice of its own—something that differentiates it from your competitors. A genuine brand voice can make all the difference, as 91% of consumers reward brands for their authenticity.
It’s essential to know that your brand’s voice is not about what point you make, but rather the way you make it. For this, you need to be extremely clear about who you are targeting. Whether you are creating text, video, image, or podcasts as content, your brand’s voice should have some authority.
You must pay attention to the tone of your customers and try to have your voice around that. You might have to rethink your tone if your audience prefers casual conversation, and you are too formal. At the end of it, it’s all about pushing people to take action.
4. Influencer marketing
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64% of B2B marketers stress upon building relationships with key influencers, such as brand advocates and journalists. At the same time, 65% of B2B buyers want to see credible content from industry influencers.
So, co-branding has become an essential approach in content marketing as it provides an easy way to increase your brand’s reach, gain recognition and secure more leads.
You can choose to leverage various influencer marketing platforms to partner with micro-influencers and get that much-needed publicity for your brand. You may also enter into a partnership with other brands. This might not provide you with direct leads, but it may certainly help you generate greater awareness for your offering.
5. Mobile optimisation
Online users have twice as many interactions with brands on mobile devices than anywhere else. Three in four mobile phone users turn to mobile search to fulfil an immediate need. 66% of B2B buyers agree that brands should make it easier to access their content, use fewer form fields and stick to better mobile optimization approaches.
Image Credits: Pexels
So, any brand content you create should be optimised for mobile devices because that’s how your buyers interact with you. This need is further accentuated by the rise of social media, which has become the go-to platforms for brands to create positive consumer experiences.
Your content should cater to the needs of on-the-go consumers. It’s only then that you will be able to develop a strong consumer base and rise above your competition. Besides being informative, your content has to be short, easy-to-navigate and accessible through different mobile devices.
Feature Image Credits: Pixabay