Your unique brand identity allows you to distance your product or service from your competitors’. Without it, your customers would have no need driven reason to pick you instead of any of the other dozen or so businesses offering the same services and commodities. Building your brand means giving them a unique reason to see your business as the better option - and an essential part of this is content advertising.
Content advertising is a process that involves continually imparting valuable information valuable to your target demographic. This can be in the form of eBooks, blog posts, white papers, case studies, or other content offers. Your objective, however, should transcend merely selling your product; instead, you need to provide genuine assistance to your audience by increasing their knowledge or delivering a solution to their problems. This, in turn, will eventually lead them to trust you and your products.
You might have noticed the usage of the words ‘process’ and ‘eventually’ above. That is exactly what you should expect as you venture into content marketing. You cannot just click a button, close your laptop, and expect attention and loyalty from your customers in an instant. You need to be continually producing content at a steady rate to remain accessible and consistent in the eyes of your audience. With the proper content strategy, people who are searching for solutions to their problems will be able to find you more easily.
Helping people through this unintrusive way also strengthens your brand’s reputation in the field. People will come to trust your words, and more importantly, recommend your company to their friends and relatives with similar needs. Gradually, you will become an authoritative figure in your field. Whenever someone encounters problems or identifies needs, your brand will be the first to come up when they’re thinking of solutions.
This means that unlike the many ads and billboards scattered around the city, you are impossible for your demographic to ignore, but in a good way. People have developed the capacity to ignore advertisements or skim through articles, expertly deflecting your efforts to sell your product. However, by making content that’s valuable to your customer and gradually building enough credibility to cement your reputation, your target market will be unable to ignore you. Rather than being just another company trying to sell a solution, your company becomes the solution.
With all these in place, your brand will be able to develop a trusting relationship with your customers. A strong bond of loyalty gives you numerous advantages without a single disadvantage. They can help spread your brand through word-of-mouth advertising, which is arguably the most effective form of marketing. Loyal customers will stay with your brand and patronise your products and services instead of looking for other sources.
Content marketing builds your brand by giving it accessibility, consistency, a stronger reputation, an unavoidable position in the market, and a means to developing strong relationships with your customers. All this can be achieved with minimal effort. In fact, all you really need to do is to write down what you know, present it in an easily digestible format for your audience and wait.
Learn more about content marketing and other ways to build your customer base by downloading our eBook. The Marketing Pillar can be the foundation upon which you’ll build your marketing strategy to reach your business goals. Learn how you can consistently put out better quality content and start attracting more customers today.