How Your Content Builds Your Business Brand

In my last post, "The Growing Importance of Data Driven SEO" which was all around data-driven SEO strategy which uses insights and metrics to inform every step of your search marketing efforts - this should be what you think of BEFORE you start down your page to building out your SEO program or strategy. 

I’m sure you’ve heard of that tired saying.. “content is king” I think the first time I heard that was back in 2007 - so, yeah not a new phrase for sure!

When you think of content what’s the first thing that comes to mind? 

🎯 A blog post?

🎯 A Linkedin post?

🎯 A YouTube video?

🎯 A new podcast episode?

🎯 An interview from a live in person event?

Yes, to all of the above and lots more! 

If you’re serious about building your business, your brand no matter how large or small - you need content to amplify your message. 

The problem with this is so many businesses seems to miss the following:

1. They are inconsistent in creating and publishing that content.
2. The messaging in that content is confusing, and not in alignment with the brand.
3. That content they do publish never gets seen…so it’s missing the very audience or ideal client it's supposed to resonate with. 

I’ve met with so many who have missed on all three of those. 

Building a personal or product brand takes a plan. 

This is also what so many miss out on.

I began consulting on digital marketing in 2004, but I always seemed to think the way so many newbie digital marketing professionals do, which was to hyper focus on the tactics.

Fix this broken link, optimize that title tag - spend more on this ad set. 

But then in 2008, while working in a large global corporate environment - I finally learned what I was missing. 

Before the plan, you need a strategy.

In that specific example, I needed to establish a digital marketing strategy that would incorporate various products across various global groups (EMEA, APAC, and North America).

There needed to be some level of cohesiveness to what we were doing. 

Whether you're the only person in your business, or part of a multinational corporation, your digital marketing strategy should be consistent, the messaging, the branding all of it needs to be coordinated across all platforms - but, geared to YOUR specific audience. 

👩‍💻 Start by looking at any marketing you’re doing right now, and for the last six months. 

👩‍💻 What’s working and what isn’t?

👩‍💻 Next, look at the audience you are targeting. Does the messaging you're using resonate with them? 

👩‍💻Why or why not? 

👩‍💻What platforms are you putting all your time and resources into? 

👩‍💻Are those platforms the right ones? Which are you missing out on? 

While ROI in marketing is important, absolutely it is, I will also say that not every specific marketing activity can or should equate to a sale. 

Should it help support your sales efforts? 

Yes, 100%!, but we are in a more sophisticated marketplace than at any time before. 

We, as brands, are generating more sales through relationship building. 

Want stats? OK

Here’s one for all you B2B owners: 

According to a study by Salesforce, 79% of business buyers say that it's absolutely critical or very important to interact with a trusted advisor—not just a salesperson—when making a purchase. This highlights that B2B buyers prioritize relationships and are more likely to make purchases from brands they trust and see as partners, not just vendors.

And this one is for B2C people:

A report by Edelman found that 81% of consumers say they need to be able to trust the brand to do what is right before making a purchase. Consumers are more inclined to buy from brands with which they have a positive, trusted relationship, suggesting that brand loyalty directly correlates with increased sales.

In order to do this, you need to establish your brand through a well-coordinated content strategy. 

When you consider your content strategy, consider how you can repurpose it across platforms.

(compliments of Repurpose.io) 

This does not mean it should be some six month long project costing you six figures or more to build out a detailed assessment and analysis on audience research, or conduct month’s long interviews with customers - though, if you are a very large brand, that’s generally the route most take. 

This is what we do for our clients, in less than 4 weeks’ time.

And because they are much smaller, they can pivot and implement much faster than those much larger corporate environments with layers of stakeholders and hours of meetings, and the need to work with cross functional teams. 

If you are a smaller brand, you have the ability to get out ahead of all those who sit and wonder how to get their brand out in front of more people. 

So, it’s the fourth quarter of 2024, what is your plan for getting your content in front of more potential clients and customers? 

P.S. Here’s a few ways I can help you:

1. Need a Digital Marketing Assessment? The marketing strategy builder customized for your business? Book a call with me to get that started! 
2. Need ongoing support and direct marketing support from an experienced expert? Starting: October 24th, I’ll be opening up 20 spots to join an exclusive program “Digital Marketing Growth Mentorship” - ongoing access to me, and my vendor resources to help you grow your business through digital marketing. Join the Waitlist ! More on that very soon!