Content marketing using brand and purpose
If you have a content marketing strategy in place, then you already have an idea of who you want to reach and what you want to say. Really successful content marketing takes that a step further: It fulfills your customers’ needs and also connects with them on a deeper level.
In other words, what’s your business personality? If you met your business at a party, would you exchange some small talk and look for the nearest exit? Or would you be drawn in and want to talk all night?
Below are some tips for identifying your business personality:
Study competitors, but don’t mimic them
Even if you are selling the exact product or service as hundreds of other businesses, you have something unique to offer. That something is your business personality. Don’t copy a competitor’s style; develop your own.
Pick a voice
Decide on the tone, or voice, that works for both your company culture and your customers. A bank will have a different voice than a rustic lodge, but even more serious businesses can use humor or a casual tone, if it fits their unique brand.
Pay attention to what works
Your customers will give you clues about the kind of content that speaks to them at a deeper level. More clicks, longer reading time and engaged social media conversation are good signs that you have hit on a winning theme or tone.
Use your expertise
You have information your customers want, so share it. Keep in mind that your customers don’t need all the technical details up front, but they do want easily digestible information they can use. Eliminate the industry jargon whenever possible and use a conversational tone to convey useful content.
Think human
Your human customers want to connect with other human beings. While your business is not human, you are, so inject a bit of yourself into your content. Ideally, that human connection will also lead to creating new fans of your product or service.
Not sure where to begin? Campfire Digital specializes in helping businesses develop a unique brand and voice through integrated, digital marketing. Contact us today for a free consultation.