Content marketing has built many brands from
the ground up. No reason why it can’t build yours.
In this post, I am going to take a look at examples of brands that did content marketing right.
I’ll offer you tips to grow your own brand
with content marketing.
Decide Your Core Value
To get started, in a nutshell, follow this
Write down what you believe in, so you can
talk about it in your content. This is the best way to showcase who you are and
what you stand for.
This single idea should be the fountainhead of
everything you cover on your blog.
This is also the only way you’ll be able to
attract the people you’re aiming to. Before you pen a single piece of content
understand who it is you’re writing for.
How to do this?
Determine your target persona:
This person is the primary target. What is her
biggest problem right now, and what does she struggle with most? What will
change in the future?
Don’t underestimate the importance of this
To accurately identify the type of person
you’re trying to target, you need to answer a few questions.
* Who is your target persona?
* What problems are they experiencing?
* How do you solve those problems?
Determine the pain points:
In other words, what are your customer’s struggles? What problems does your product solve, and what pain points are addressed throughout the customer cycle?
To determine pain points you need to talk to
your customers. Here’s how you can do this:
* Surveys: You can use surveys to find
your customers’ common problems. You can use questionnaires to learn what
they’re struggling with. You can also use surveys.
Find forums and discussion boards about your customers’ problems. You can use
them to dig deeper into where they’re from or where they want to be.
* Reddit: Reddit is a great place to find the pain points of your customers. They’re also great for customer research because Redditors are open to sharing their struggles in real-time.
This is a great way to tap into your customers’ frustration. You’ll typically
find questions that are specific to your product. Look for questions in places
like Quora, Answerthepublic and other similar sites.
* Create a customer journey map: A journey map is a simple process that outlines the steps customers take to solve their problem. It helps customers visualize the results of their problem-solving. It also helps you understand where your product is going to be in the future. Based on what you understand about customers, make a diagram that outlines the steps a customer must take to solve their problem.
By addressing pain points, your blog becomes a
go-to authority that attracts tons of links. This also catapults your status as
a brand authority.
Here’s an example:
FreshDesk’s blog is a great example of content marketing done right. Glancing through the blog, I am struck by the diversity of topics. They talk about customer centers, about emerging trends in the form of data-driven customer support and socially driven customer support and so on.
They figured out their target audience and
what he wants to read. Through their blog, they address all concerns and
desires their target audience has.
By talking to customers you also figure out
what kind of content formats they like best? Be it podcasts, videos, infographics and so on.
So how do you build a brand?
marketing is the ultimate way to grow a brand in 2019. Brands can build
personas of their core audience, and through content mapping and keyword
research build out very specific clusters of content that have search volume
and help answer core questions those target audiences have. From there, you can
craft a specific CTA for each friction point depending on where in the funnel a
user might be, and nurture them throughout the buyer’s journey through product
content marketing, email marketing, retargeting ads and more.”– 2ndKitchen.
It’s a lot of hard work, and it’s worth the
How To Build A Brand With Content
Create a unique personality: Some blogs have a more
concrete personality than others. A personality type is, for all intents and
purposes, the way you present your blog and its ideas. To be successful with
your brand, you need to have a personality that is different from that of the
Buffer’s Open blog is a great example. They built the blog on values of transparency and honesty. It’s a simple strategy. And it works. They detail everything on their blog. They show you how you can do the same things they do. This value speaks to readers who come to their blogs. There’s a lot of juicy info. There are practical examples and in-depth advice that people can’t get enough of.
The best way to create a unique personality is
to think about what it is you stand for. What do you do that makes you special?
What do you do that makes you different?
Build your brand identity: This is where you’re going
to create your unique personality.
The way you should build your branding
identity is to create or use a style of identity that connects with your
A good example of this is Birchbox. BirchBox
is a subscription box service that sends soaps and beauty boxes to you.
Their branding style is fun and playful and
makes you laugh. Content marketing efforts from social media posts to blog
posts all align with this unique voice.
By taking their content marketing efforts
outside their blog, Birchbox is able to establish its brand identity in all
3 Create a personality around your goals: Just like you created your personality, you’re going to need a
personality that’s going to match your goals.
Now that you know what your goals are, you’re
going to need to create a personality that’s going to help you achieve those
For example, let’s say you run a web design company. You might find out that most of your customers are losing their customers because no one is using responsive web design. You can then use this information to build a content strategy that is focused on responsive design. With this content that shows the pitfalls of offering one-size-fits-all model, you stand to generate valuable leads for your own business.
Ultimately, create a personality that’s
different from your competition
Identify your competition:
How is your competition doing, with a focus on
traffic and rankings?
You need to compare and contrast the features
and functions of your competition’s product with your own. The way this
features into their content marketing strategy. That’s how you get new avenues
How are they tackling content marketing to
address customer issues? Since you can’t be expected to know all about all the
struggles your customers are going through make a list of targeted content you
can offer by competitor analysis.
For example, if I run my competitor’s site through a competitor intelligence tool I can find all about his top-ranking pages and keywords.
This gives me a handful of ideas to explore
and think about.
In the above section, I talked about the importance of surveying your customers to uncover key issues. That’s not the only way surveys can help you. If you’re struggling to think about what’s important to your customers, here’s what else you can use surveys and forms for:
Identify Key Issues
Now that you know what your customers are
struggling with, it’s time to use this information to propel your content marketing efforts. Here
are some of the main issues your customers may be struggling with.
quality images: Poor quality images can cause customers to believe that
your product is not the best
available. Make sure to use high-quality images.
Go Pro has 7.94 million subscribers on YouTube and over 16.3 million followers on Instagram. The reason? The way they put out great visuals in the form of videos and pictures. Customers love them for it. And this content marketing has grown its blog.
* Lack of trust: Customers don’t trust their personal information to sites that look shady. Make sure your website is trustworthy enough by sporting trust badges, user-generated content, and testimonials.
So it’s important that you add trust elements
and quality images to your site to fix those problems. You can uncover all
these issues by talking to your customers.
To create a successful content strategy, you
need to be focused on your customer’s pain points. Figure out what’s bothering
your customers, and then figure out how you can put yourself in their shoes.
Start by identifying your customers’ pain
points. This will help you understand what they’re struggling with and what
solutions they’re using to deal with this problem.
You’ll also learn more about what’s preventing your customers from solving their problems.
Now it’s your turn to start creating a content
strategy that will resonate with your customers, and create a content strategy
that’s based on your customers’ pain points.
What’s your process for creating a content
strategy that resonates with your customers?