5 Tips for Brand Building Content That Works

There is now an explosion of content for people to consume as everyone jumps into the content marketing bandwagon. The key is to make sure the right content gets to the right people, so consumers are not overloaded and valuable content does not get lost in the vast Internet infinity.

I know it’s tempting, but creating lots of content on subjects you think your audience wants to hear can quickly become noise and a waste of your time and money. Are the right people finding your content? Reading it? Identifying with it? Is it creating any impact? More traffic to your site? Is your cash register or phone ringing? Be aware of these factors, then invite your audience to experience your content through earned, owned, paid, and syndication strategies.

At BrightMark, we continue to learn in marketing ourselves and our clients, and from reading what others have discovered. Here are 5 basic tips to guide your efforts:

1. It is essential to get the right mix of content for each audience — right mix of quality, quantity, complexity, and distribution.

2. Developing content is like developing a product. As a publisher you are in the business of understanding people and developing solutions to their problems and desires. Great content helps customers before they’re ready to buy, while great products help customers after.

3. Although it’s easy to be mesmerized by the bright and shiny digital tools — remember to always place a primary emphasis what your customers truly want. It doesn’t pay to generalize, especially in the age of personalization.

4. Put consumer experience first and communicate where it is most convenient for them. “Where and how do my consumers want to engage with my brand?”

5. Endlessly Experiment. As soon as the rules are discovered they seem to change. The only way to reap the enormous rewards is to stay in the changing game. Focus on always delighting your customer, and you will remain relevant and an integral part of their world.

Image courtesy of prsa.org