Telling Your Brand’s Story
There’s a lot of buzz around content strategy lately. Brands want to know how to tell their story most effectively. I was invited to speak on this very topic at Purple, Rock, Scissor’s PRPL Academy. This new series helps equip small businesses and professionals in the Orlando community with skills and knowledge to become a strong contender in their space.
“Telling Your Brand’s Story” focused on how to develop a content marketing strategy that delivers content the audience wants and needs at the right time and place. But not just any content. Instead, create content that communicates your company’s unique value proposition to help you achieve key business objectives.
I walked attendees through the process to formulate their story and strategy and included tips and tricks of the trade along the way.
Establish a Brand Voice
Every company has to find their voice in a crowded room. If a logo is gone, how does your audience recognize it’s you? Your brand voice should be authentic. It should portray your brand’s values and beliefs to differentiate you from the competition. Whether you’re compassionate, contemporary, educational or supportive, there’s always a way to showcase your brand’s personality.
Define Business Goals
Before developing a strategy, there has to be a purpose. Establish SMART goals and KPIs to determine the “why” and “what” you want to achieve. Your goals should be specific, measurable, attainable, relevant and time-based. Then, evaluate if you have the organizational capacity and resources to execute your goals successfully.
Developing a Content Strategy
Any brand must understand their current situation and audience to plan a fetching strategy. With a little legwork, such as content auditing, community listening, and user research, you can identify opportunities to produce new content or repurpose existing content. You’ll also discover the best channels to reach the largest portion of your target audience. Now you have the framework to build a content calendar. This calendar holds you accountable to carry out the content marketing strategy you’ve spent so much time planning.
As with any strategy you need to determine if it is successful. By defining sales funnels and conversions, tracking engagement, and measuring performance, you can follow a user journey from start to finish. This gives you ammunition to evolve your story and adjust your strategy to help you stay on track to achieve your goals. I highly suggest testing along the way. Testing helps you identify how to deliver a message most effectively.
Concluding the session, the crowd was energized and ready to strategize. Attendees walked away with new knowledge, as well as templates and resources I regularly use, such as the Content Marketing Institute, The Content Strategist and Ann Handley’s “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.”