I was recently asked by someone how content marketing helps build up a brand. As a content marketer, I’d like to think I have a lot to do with brand building, increasing online visibility, and reaching the right audience. And while many factors from SEO to paid promotion play into these things, it’s also true that content plays a huge role.
So why does content marketing work, how exactly does it affect brand building and how can you harness its power? Read on to find out.
Why Content Marketing Works
Content marketing is successful because it offers value. It's as simple as that. Instead of interrupting your target audience to shout your marketing message (which is annoying and of little to no value), we're instead creating content that is valuable and therefore attracting our audience to us.
Many have seen the value that this type of marketing offers businesses: influence, engagement, visibility, and reach. But they also worry, if everyone starts doing it, will their content simply get lost in a crowded online sea of blog posts and eBooks?
Despite how much content is out there, this primary commitment to value will still be useful in the years to come. That’s because those who are doing it right know how to:
- Differentiate themselves and
- Get their content where it needs to be (under the eyeballs of their target audience).
Content and Brand Equity
In marketing speak, brand equity describes “the value of having a well-known brand name.” It’s based on the idea that companies with products or solutions with recognizable names are valued more than their generic equivalents.
As applied to the digital marketing space, having brand equity gives companies an edge over the competition, as they receive a bigger share of online eyeballs, leading to more website visits, social media followers, higher conversion rates, etc.
It is through content that online brand equity is created. If you look at all of the aspects that make up online content (social media posts, email, paid promotion, blog posts, gated assets, etc.), you'll realize that it is through content that brands interact with, reach, and engage their target audiences online. Essentially, content allows businesses to become influencers in their respective industries, directly contributing to brand equity.
Content distribution is just as important as content creation. There's no point in creating content if you're not promoting/distributing it.
The ultimate goal is to have your customers/target audience share/distribute that content, because that means you've truly provided something of value. That customer content distribution will also directly contribute to brand building, further solidifying your reputation as a credible source of valuable information.
Ultimately, utilizing content marketing has an array of benefits; improving SEO, providing value, increasing online visibility and brand building are only a few of them.
For additional information, check out these posts on content marketing strategy, partnerships, and creating “marquee” content.