Content creation is the cornerstone of a successful inbound marketing strategy. This new Checklist: Perfecting Your B2B Brand Identity helps B2B companies hone how their brand looks, feels, and sounds in the marketplace, which is a great first step to creating the voice that will transcend your content.
Once companies establish a brand identity, they can begin to consistently infuse content with the right language, tone, and other nuances that make your company distinct. With these foundational pillars solidified, the next challenge is understanding how to make your content attractive to your audience.
With so much content inundating customers today—from short ads on social media to longer form blogs, eBooks, white papers, and articles—you need to carve out your content niche by asking yourself: What type of content will my target audience actually want to read? What will be worth their time?
Here, we’re discussing how you can build and leverage your brand identity to create content your audience actually wants to read by choosing a theme, identifying a voice, and keeping content fresh.
Choose a Theme
What are people most commonly searching for surrounding your products or services? The first step in deciding what content to create is understanding what people are looking for and what questions they’re asking.
This is a great way to brainstorm the type of content pieces you could produce, as well as the answers, expertise, and unique benefits your company can offer to these common queries.
In addition to choosing the topic, consider what format would best support it. Have any competitors produced similar content that you could do better?
Maybe a competitor has published a blog on a particular topic—can you do them one better by developing a longer form eBook on the subject that dives deep or includes more updated information or statistics? It’s also possible that you created content in the past that is still relevant but simply need updates to reflect your current brand identity.
Things to think about: Topics: Map out the topics you’re considering, and decide if you should focus on niche concepts that engage a particular subset of your audience or a more inclusive piece that casts a broader net of awareness. Format: Determine what format best supports the content and its objectives—whether that be an SEO-friendly blog or gated whitepaper, eBook, or Guide that can help drive downloads and leads. Depending on how much content there is and how valuable it is, you may consider one format over the other. Layout: Think about headings, essential links, and other details to develop the final piece. The layout of a content piece can contribute to search engine optimization (SEO) through simple headings, bolding, lists, and links. Once you have a layout that you’re happy with, keep it to ensure consistency across future similar content pieces. Identify A Voice
Many companies have brand guidelines, but often they’re used as design guidelines that restrict rather than inspire. For others, brand voice guidelines are developed once and never considered
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