Content-Driven Strategies Transform Brands
A content-driven strategy is about telling your brand story in a compelling way that offers value to your potential clients, builds trust in your brand and moves them to interact with your brand. Content strategies are shifting in 2022 and simply “selling” to your target audience is no longer sustainable. A content-driven strategy is the best way stand out in your branding and marketing. Here is how a content-driven strategy can transform a brand:
1. A content-driven strategy connects through heart.
Simply ‘selling’ to your target audience is no longer as successful. You need to show that you have a reason for doing what you do – that the heart of your business is not just a transactional experience. Purpose allows money to flow and for your company to make a positive impact.
The art that we put out into the outer world is a reflection of our inner state. Instead of thinking about your content strategy as a way to “break through the noise” reframe it as delivering value instead of trying to reach the masses. If you try to reach the masses, you will get overwhelmed and burnt out. And keeping up with the Joneses is part of the fast-media approach to marketing, anyway (and who needs more of that)?
The best content strategy focuses on long-term results (not short-term wins).
Gone are the days when you could hit publish and magically generate interest in your product or service. Today, content-driven strategies connect through heart and soul. There's connection and authenticity. Transparency and thought leadership.
2. Incorporate thought leadership
Thought leadership allows you to tap into the passion and the “why” behind your business. It is a type of content marketing that allows you to interact with your community, and consistently answer the questions on the minds of your target audience.
But thought leadership is more than simply proclaiming that you're the leader in your industry. It requires:
- Understanding your customers pain points
- Sharing content that solves their pain points
- Making sure to solve their pleasure points too
- Focusing on making on impact over profit
- Sparking meaningful conversations
- Being your authentic self
Thought leadership is important for both Consumer and B2B companies. But the complexity of the decision making process in B2B often requires a reframe. Instead of thinking about sharing your thoughts to “break through the noise” reframe it as being real with the results you can get. People will benefit from the content that you create and share when you're answering their questions and providing value.
3. Create what you wish existed
To sustain a brand for long-term success, you're going to want to do things differently. Notice I said “want” – not need. Wanting to do things differently comes from your mission and your core values. No one can tell you what to create except you. You'll be believing in a vision that no one can see except for you.
This vision isn't something that happens overnight. It takes time, dedication and skill to prioritize values that aren't valued by the masses. Not every day is filled with rainbows and unicorns but if you are creating what you wished existed, you'll be fueled by passion and purpose. Humanity doesn't need more clickbait content. We need conversations. Inspiration. Contemplation. And more people enjoying the slow lane. When we reframe how we view marketing, we create content that uplifts, inspires and evolves our humanity. (If you're looking for guidance and support on how to create effective content marketing, contact me today).
4. Have clear messaging and positioning
Companies can shift and evolve their entire business in just a few short months with clear messaging. Messaging is one of the most important parts of your content strategy. No amount of PR, podcasting or social media can get you clarity with your message. If your business is trying a lot of different techniques, first get clear on the value that your services provide.
The good news is that you don't need to spend a ton of money or money on advertising or showing up on social media when your messaging is clear and your value proposition is strong.
5. Be a consistent living example of your product
The nuts and bolts of content marketing includes everything from SEO to white papers to podcasting, blogging and public relations. But I've found that Human Content (content that comes from your unique DNA blueprint) transcends all of the rules. When you let go of what everyone else is doing, your marketing is filled with ease. Marketing becomes an ever-evolving expression of your business and identity (not something fixed or stagnant). You can stay on top of marketing trends without following the masses. And you build the framework for living as a Conscious Content Creator.
Content strategy showcases the voice and image of a brand, driving communication with every word and image.
Developing a clear strategy to inspire and engage your audience is no longer a luxury; implementing improvements to best practices, tools, and processes is an ongoing process. And a content-driven strategy should be a top priority for bringing in soul aligned clients in 2022.
If you are ready to get more traffic to your site with a dynamic content marketing strategy with top-quality branded content, contact us today.
