Content marketing is the key to staying relevant, as well as differentiating your brand. There are a lot of voices out there competing with yours, and a lot of content for users to sift through. Follow these ten tips to differentiate your brand with content marketing.
1. Get client feedback
A lot of marketers think that surveys are old fashioned, a thing of the past that is no longer relevant. They couldn’t be more wrong. How can you create content that will appeal to your audience if you don’t know what they’re into? You really don’t know much about your product if you don’t ask for feedback. You’ll find out not only what direction you should go with your content, but you might also get some useful feedback about your products and services. You can even create content out of customer feedback. Round up the most commonly asked questions, along with some frequent comments, and create content out of them.
2. Live on the edge with a real opinion
You can make your brand stand out by holding a strong opinion, while the vast majority of your competitors are playing it safe. Show off an actual opinion in your content. Put an emphasis on actual clients and personal experiences. If you can create a real message that gets attention and stands out you will differentiate your brand from the middle of the road, milquetoast competition.
3. Develop a voice
It’s crucial that your brand and your content have a recognizable voice and tone. When someone comes across your content, they should be able to recognize it as your brand. To develop a strong voice, you’ll want to do some serious and honest soul-searching and determine what your value is to the consumer. Once you’ve got your voice figured out that should be a major guiding light in the direction you take your content.
4. Directly solve a problem
Always remember, the customer’s attitude is “What’s in it for me?” People consume your content because they think it will benefit them. Start off by describing a problem your audience is dealing with, and the agitation that accompanies that problem. Then you introduce your product or service as the solution to their problem.
5. Make your website user-friendly
Ensure your website is user-friendly and easy to navigate. If people are having difficulty signing up or finding the search option, you are losing clients and profits. Poor usability will drive people away from your website, so it won’t matter how great your product or content is. One important thing to remember is to make sure your website works well on desktop and mobile, as mobile is becoming an increasingly popular way of viewing content.
6. Make great content
Of course no good content marketing strategy would be complete without putting some major creative energy into producing compelling content. There are many different kinds of content to choose from, including: infographics, video, podcasts, whitepapers, blog posts, case studies, and even comic books. Generally, it is wise to play to your strengths and create content in forms your are familiar and comfortable with, and confident you can create to a high standard and reliably. Video is a great form of content in terms of having people remember your brand. People pay attention to video, but it’s still a good idea to keep it short and to the point.
7. Position yourself as a thought leader
Develop an online persona and use it to create great content and differentiate your brand online. Build up your status and credibility as a thought leader by blogging, making videos, and writing some ebooks. People will consider you much more credible when you advocate for your product if you’re seen as a thought leader, someone who can follow their name with “author, teacher, speaker, etc.” You’ll get the bonus benefits of also increasing your networking abilities and chances of referral partnerships.
8. Take advantage of new trends
Stay on top of news about breaking trends, new information, and the kinds of conversations happening online. This is a great way of keeping on top of what is popular with consumers, particularly your target audience, at the moment. Trends can change rapidly in the twenty first century, so it’s important to keep your finger on the pulse at all times. Your brand needs to be able to respond rapidly to trends that change, and along with them change the buying habits of consumers.
9. Unique position
Avoid getting buried under the huge amount of content being created by developing a unique point of view. Doing this is key to communicating a brand’s value. The most important part of positioning is researching the activities of your competitors. Keep abreast of their creative decisions, things like their voice, logo, and aesthetics. What kind of campaigns do they run? What are the messages and perspectives? And what platforms are they most active on, and successful on, and who are their influencers? By analyzing these factors you can not only differentiate yourself, you can choose areas to improve on in the competition’s niche. Make your content a better version of theirs, if you feel that is a realizable and profitable goal.
10. Keep the page clean
Avoid throwing all your relevant content onto your page. Even though it might all be great and useful, the user is always happier with a simple and clean layout. Give them one solid piece of content, displayed prominently, they can focus on. You don’t want your customers feeling overloaded. Just put out your best content, and if you want, provide links to more relevant content if the user is interested. It’s all about clear communication, getting your message out. Also remember that a big part of clarity is perfect writing, grammar, and proofreading. Check out resources like StateofWriting, Via Writing, PaperFellows, Writing Populist, Assignment Writer and My Writing Way for help producing quality writing for your content.
It’s important to separate your brand from the competition, but it’s easier said than done. Content marketing, if done properly, is a powerful tool to make your brand stand out in a crowded marketplace. Use these ten tips to differentiate your brand with content marketing.