Tell me a story: how content marketing can boost your brand

With thousands of businesses vying for readers’ attention, how do you make your small business stand out and get your brand out there?

As marketing guru Seth Godin points out: “Marketing is no longer about the stuff you make, but the stories you tell.”

Blatant sales spiel simply won’t cut it anymore. In today’s crowded marketplace, creating engaging, authentic content is vital.

Think of your content marketing plan as a crucial element of your marketing strategy and the building blocks for your social media strategy.

Credible, relevant editorial that helps solve your customers’ problems will not only drive traffic to your website, it will also build brand awareness. And by focusing on useful, shareable content you are more likely to generate new leads and sales in the long run. High-quality content that is unique and interesting will really set you apart.

Firstly, what is your brand’s story? Blogs are a great starting point for providing your target audience with information they need or ‘stories’ they want to hear.

Back in 1996, Bill Gates coined the phrase ‘Content is King’ and it still rings true today. In 2017, trends show visual content is more important than ever. In fact, 60% of small and medium-sized business owners say they plan to increase investment in video this year (Source: Animoto). Whichever format you choose, always have your end goal in mind.

7 tips for successful content marketing

Use a variety of content and media – e.g. white papers, infographics, memes, surveys, competitions, endorsements and quotes from customers.

  • Be consistent with tone of voice and positioning – to reflect your brand effectively.
  • Develop a bank of relevant imagery and videos – to exploit users’ preferences for visual content.
  • Pick the right social media feeds for your brand – manage a couple of feeds well rather than spreading yourself too thin.
  • Adapt your content to the tone of each channel – LinkedIn calls for a professional, thought leadership approach whereas Facebook requires you to be more personable.
  • Post regularly! – Don’t set up a Twitter account and only post once.
  • Produce ‘evergreen’ content – i.e. that doesn’t date, such as advice guides and lists.

Typically, you benefit from a low maintenance cost, a high SEO ranking and more social shares.