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5 Kinds of Content That Spread Your Brand Message
By Steve Lazuka, Zerys for Agencies
Brand marketing is all about making the right impression on your target customer by developing a positive, memorable image for your company’s identity. Ideally, your brand is an extension of your customer’s goals and desires. According to Entrepreneur, your content should capitalize on your brand’s equity, stimulate demand and broaden your reach.
Before You Begin
Before you even start to think about the types of content to leverage for your marketing efforts, you need to understand your target customer through research and brand development. By doing this type of homework, your content and message speaks specifically to those who are willing and ready to receive it. The most effective types of brand marketing include the following elements:
- Research about your target market to learn their preferences and needs
- Identifying the types of content that interest your target customer the most
- A marketing presentation that maximizes the impression and impact of your brand
- An experience that’s engaging, useful and memorable for your target consumer
Types of Brand Marketing Content
- Blogs: Blogs are a great marketing platform because they allow you to add content in the form of videos, images, copy and so on. They help drive customer loyalty, provide extra information about the benefits of your products or services, and help set you up as an industry expert.
Inc. suggests that you should use social media to help promote your blog content, extend your reach and promote yourself. Blogs that belong to other individuals and companies also provide a good venue for self-promotion. One way to do this is to leave a helpful comment on another person’s blog with a link back to your company’s website. Or, write a guest post for a blog that’s related to your industry, to establish yourself as a trusted expert. For example, if you’re a photographer, you could write a guest post for a blog about wedding planning that provides tips for looking great in every photo. - Articles: Articles are different than blog posts because they provide in-depth information about a topic that’s relevant to your target market, and the information isn’t always about your products or services.
For example, a disaster recovery service may write articles about how to create a family emergency preparedness kit. In today’s technology-driven world, it’s important to remember that articles can be both online and printed. There are benefits to both: online articles can drive traffic to your site, while printed articles in publications that your target customers read can help increase brand awareness. - Videos: As one of the most sharable types of content, videos are highly engaging and, according to the website The Next Web, are pretty much expected. Some people prefer to watch content than read it, especially if their learning styles are more visual. Plus, with videos becoming a standard, many consumers want more than just text-rich articles or blog posts.
- Images and Infographics: The use of images on a website or blog can boost SEO. However, since a picture is worth 1,000 words, you can pack in more information with the help of an infographic. Short for information graphics, infographics combine data, text and images in a way that puts traditional graphs and pie charts to shame. The components of an infographic create a unified message in a manner that’s visually appealing and simplifies concepts that are complex. Companies often use infographics to illustrate and explain trends, scientific data, processes, product or service benefits, systems and facts.
- Press Releases: The intention of a press release is to show that your brand is newsworthy. Before you write a release, consider the audience, tone and focus of the publication. Look at the topics covered and determine how your story can relate to the publication’s audience. Use the press release to let the readers know about your community contributions, the problems you help solve and relevant trends that you’ve observed.
If your brand is strong, it’s an asset both offline and online. When your brand marketing is compatible with the beliefs, needs, expectations and language of your target, the result is a loyal customer base that’s eager to buy.
Steve Lazuka is the founder of Interact Media, creators of the Zerys Content Marketplace and Zerys for Agencies content marketing platforms. Follow Steve @SteveLazuka
About Zerys
Zerys is a powerful content project management tool and writer marketplace that makes it simple to manage any content project from start (strategy planning) to finish (auto-publishing). Zerys for Agencies is a custom, private-labeled solution that allows agencies to manage all their clients’ content projects from one, simple dashboard. Zerys was founded in 2008, and is now used by thousands of businesses and hundreds of marketing agencies.
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