So you know who your company is, what your values are, and the expertise that you bring to your industry and clients—but do your clients and prospects understand your value? Marketing used to consist of a one-sided push of information to the masses but is now a two-way conversation with an engaged audience. Content is one of the best tools you have to build your brand and earn the trust of your audience. You have the advantage of entertaining and educating your consumers about what you do and why you do it. Rather than hoard your knowledge, share it! High-quality content serves both the business and the audience, and will trigger the audience to take action.
Know Your Audience
Developing content is great, but if it is done without a strong strategy in place it could be a wasted effort. A strong strategy begins with defining your audience through persona identification—knowing who you are talking to will help you determine what you should be talking about and how you should be saying it. MJ2 follows the content blueprint methodology when defining content for our brands. This series of exercises helps define what you are going to say, to whom, and when.
Stand Out Among the Crowd
Since it is unlikely that you are the only company that offers products or services in your particular industry, it is important that you differentiate yourself from your competitors. Identify who you are and the solutions you provide and then develop content that sets you apart from your competitors. A consistent mix of branded and non-branded content around those solutions will help you stand out and result in conversions.
Don’t Hide Your Light
Creating high-quality content is essentially pointless if no one will ever see it. Your website and social media platforms should offer helpful, useful and relevant content that talks about your company and the solutions and resources that you provide. This content must be easy to find, and you should have a budget allocated to promote it.
Repeat, Repeat, and Repeat Again
Content about your company and what you have to offer your clients and prospects needs to be repeated over and over again. Over time, consumers will begin to understand what you do and, more importantly, trust you to do it. New and timely content is essential—it should be fresh and relevant even if the overarching subject matter is the same. One way to prevent your content from getting stale is to diversify how you communicate it. Different formats, including infographics, motion graphics, and videos, can give your content new life and re-energize your brand.
Are you ready to mobilize your brand and expand your reach? Contact the digital content experts at MJ2 Marketing today.