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Creating a Successful Content Strategy for your Brand

Creating a Successful Content Strategy for your Brand

In a fast-paced digital era, content is king. Reading quality content can encourage a reader to resonate with a brand. It is important to create a content strategy to position your brand in the best light. It has become crucial for brands to place the utmost importance on content marketing.

Content marketing is a marketing approach to create and distribute valuable and relevant content to a pre-defined target audience. It spurs a lot of innovation, such as creating articles, videos, e-books, and webinars.

Creating content is the most cost-effective method for brands to position themselves.

Apart from creating awareness, content marketing has other benefits:
  • Helps to strengthen relationships between the brand and customers
  • Leads to sales conversions
  • Creative tactics to acknowledge pain points of customers
  • Creates a sense of community around the business

The key to successful content marketing is to strategize before producing any content. Churning out content merely for the sake of it, is ineffective.  Having a content strategy in place helps focus on your niche and creates value for readers.

There are several types of content marketing tools for businesses.  

These include:
1. Infographic Content Marketing

Infographic Content Marketing involves the display of information and data in a graphical format. Brands can use infographics to tweak ordinary text into visually engaging content to educate readers about their offerings. Infographics can be used to portray visual messages, which can be hard to explain in words alone. 

General Electric meticulously communicates a debatable concept through strong content marketing. GE published an infographic explaining the rationale behind using wastewater to reduce energy consumption. The data in the image created an impact on the audience.

Text that reads: Achieving Energy Neutrality. Wastewater treatment in the US accounts for: 3% of the National Electrical Load. Enough to Power 2 Million homes. Demand for Electricity expected to rise 20% at water and wastewater plants. Reducing Energy Consumption: Low Energy technologies hold potential for 40%
2. Social Media Content Marketing
A twitter post from Grammarly that reads: Have you been studying hard?. An image of the quote: Study. v. The Act of texting, eating and watching television with an open textbook nearby.

With the ever-increasing power of social media, most brands often include these platforms as part of their marketing strategy.

There are a number of social media platforms, such as Instagram, Facebook, LinkedIn and Twitter that each have their own unique features to generate engagement. Utilising the platforms tactically can unleash a plethora of opportunities for businesses.

Grammarly – a language -processing tool uses social media to add a fun touch by posting funny and inspirational quotes on Twitter. They actively join the #MondayMotivation and #WednesdayWisdom hashtags on Twitter to engage better with millennials.

Pro Tip – Use interesting one-liners along with relevant images to portray the fun side of your brand!

3. Podcast Content Marketing

Podcasts are a popular story-telling mode for brands. The human voice can create a bond stronger than any print medium.

Apart from being informative, listening to a podcast is also convenient. Businesses should include podcasts as part of the long-term content marketing strategy to promote their services in an engaging manner.

Harvard Business Review has a weekly podcast called HBR IdeaCast, which features talks from top industry leaders and managers across the world. HBR has managed to break free from the “stereotypical” articles and created brand awareness through this strategy.

Black HBR IdeaCast text on white background
4. Video Content Marketing
A foot wearing a white Reebok Trainer on a dirt ground

Video marketing is increasingly becoming popular across social media platforms.

It helps to communicate crucial messages in a short-time span, while striking a balance between visual storytelling and engagement.

The strategy should be implemented by brands in a creative, informative, and entertaining way. Try to build curiosity in the video, forcing the audience to actively follow your brand.

Reebok’s #HonorYourDays campaign video portrays a powerful message – To make the most of life. The video, which does not contain any spoken words articulately communicates the brands mission to highlight the significance of fitness across all age groups.

As we move out of lockdown, brands with strong content marketing techniques will bounce back stronger than before. LSPR offers a 5-day online course on Planning Your Marketing and Digital Communications, which explores marketing as a multi-faceted business process.  The course will take a strategic approach, explore creativity, and explore integrated marketing communications.


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