Branding Your Content Marketing Elements For More Engaging Customer Experiences
Engaging versus boring. I don't think there's anything more boring than a psuedo scientific 'whitepaper' that tries to get me excited about the outstanding qualities of a gasket. The web has grown up. That kind of stuff is old news. It's so last century. Content has evolved, and so has content marketing.
Branded Content Gets Attention
Why is it that branded content attracts attention? I think it's because branded content has purpose and strength. And it's usually a cut above the crap that's cluttering up websites around the planet.
This section of busywriter.com is concerned with ideas on how you can add your brand to the content you produce — to create better content. Content that's more informative. Content that has emotional and human appeal. Content that attracts attention and moves it's audience one step closer to buying. Because that's the only job content has: to move your audience one step closer to purchase.
A short discussion about thinking from the customer perspective. Preparing the brand message - and the content message - to be felt and heard in such a way that the customer feels involved and is inspired to take action.
26 different ways to start thinking creatively about improving your campaigns, coordinating campaigns and messages throughout your business units, and reviving what might be dying content elements. Get smiling.
You know what it is when you 'hear' it, but you're darned if you know how to talk about it or explain it. Here's a very short primer on brand voice and some of the reasons why it's so effective in content marketing. (Hint: do you feel like I'm telling you some important stuff? Great. That's a function of brand voice.)
Your brand can be torn to shreds in the hands of eager managers and writers, videographers & bloggers. Brand standards help you keep your brand the brand it is, by imposing constraints and boundaries, rules and regulations, does and don'ts that protect the brand. Standards are about consistency, reliability, trustworthiness, and approachability. They're crucial to protecting and growing brand equity.
Your branded content will attract the attention of qualified prospects when it's deployed and promoted correctly. Another key element to ensuring your content is memorable and engaging is your positioning. Your brand supports your unique competitive positioning in the marketplace which sets you apart and creates differentiation and distinction for you and your stuff.
If you're unsure of your current positioning, review some of the principles of positioning. Busywriter also has a valuable, executive briefing called the "Competitive Positioning Toolkit" specifically created as a guided process for reviewing, refreshing or creating your core competitive positioning.
Call us today to get started with branded content campaigns which shorten your lead-to-sale . We'll get you started. You'll see results.
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