Online Branding | 3 minute read
Using Content To Strengthen Your Brand Online
Alana Mulligan
Written by Alana Mulligan
Using Content To Strengthen Your Brand Online

There are many different ways to strengthen your brand online, and one of the best ways to do that is through content creation. Whether you’re creating infographics, images, videos, or ebooks, these 4 creative ways to strengthen your brand online will help you create content that drives more website traffic and fosters customer loyalty. While it’s important to know how to create content that gets your customers excited about your brand, it’s also important to use this knowledge effectively so it doesn’t waste your time or resources.

 

Successful Case Studies

Case studies are a really valuable tool for B2B marketing. They allow you to connect with prospects and clients on an emotional level. Case studies give you a chance to demonstrate your expertise by tackling any fears or doubts your potential customers might have head-on. If you have a recent successful case study under your belt, why not use it as a piece of content? There are plenty of ways to distribute case studies: blogs, landing pages, social media updates – really anything that helps drive traffic back to your site or nurture stream. If you don't have a great case study available then now is the time to put one together. Reach out to happy clients and ask them to share some of their experience with you.  Create a PDF document outlining how you worked to overcome their greatest challenge. Then let people know! Feature it on all your company assets; no more hiding behind fancy jargon and buzzwords. It might feel strange at first but remember it is only temporary until you become so confident in what you do that people can see it shining through in everything you write. Onward!

 

Informative Videos

You may think that creating videos for search engine optimization purposes is a waste of time. However, if you create them with your target audience in mind, they can be an extremely effective branding and marketing tool. If done correctly, they can help bring customers to your brand and keep them there. For example, you could showcase how-to videos or give step-by-step explanations about your product or a service you offer. Establish thought leadership by demonstrating your expertise in your area through videos. Thought leadership content that gets a lot of shares on social media is often shared because it’s interesting and relatable and appeals to individuals' pain points. Share these videos on YouTube and your relevant social media platforms, and don't be afraid to put them on the relevant landing pages. 

 

Educational Webinars

Webinars offer a great way to educate and inform potential clients. By their very nature, webinars keep your audience engaged and encourage participation and discussion. If you're looking for a lower-cost way to grow brand awareness, host an informative webinar, either on your own site or via a third-party platform like Zoom or GoToMeeting. You could also organize an informal monthly webinar series that educates readers on trends and relevant news in your industry. Encourage questions by providing a Q&A feature through the webinar. Record the webinar and send it to registered attendees afterward so they can review any points they missed. Also share it online so non-attendees can check out what they missed. Take an educational approach with content. Keep attendees coming back for more by hosting regular educational webinars covering trending topics or answering commonly asked questions. Depending on what stage of business development your target market is at, they may have different needs from their education materials.

 

Valuable White Papers

If you have a B2B product or service, putting together an educational white paper can be a great way to show your expertise and establish your credibility. Ideally, you’ll want to hire someone who understands how to write for that particular industry—and knows what people in that industry are searching for online. Keep it short—between 2,000–3,000 words is ideal. A really valuable white paper should be gated, meaning website visitors will have to give some information like email and company name to access the content. This helps drive lead generation down the road.  You can also use white papers to help produce content for your own site. The content of the white paper can be broken down into individual blogs.

 

Time To Create

Creating content is a valuable building block in your online branding strategy,  and you can choose from a variety of different kinds. There’s no one right way to do it—but you can’t go wrong when you take time to map out a plan for yourself and think about how each kind of content aligns with your marketing goals. Once you have that figured out, try not to obsess over clicks and shares. The best brand messages have staying power beyond social media—so focus on creating something worthwhile. If it connects with people in its own unique way, others will find it too. If you need advice in getting your content marketing strategy started get in touch with us!

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