Every business is vying for brand visibility on the internet, the most promising avenue for brand promotion and marketing. Today, almost all sizes and kinds of companies maintain an online identity, and it is up to the business owners how they use it for leveraging their marketing efforts. Online identity is mandatory for startups that also have to face an uphill task in introducing and establishing the brand first and then taking on the competitors. Every industry segment is exceptionally crowded and dominated by established players who have already earned the confidence of consumers for their brands. The biggest challenge that startups face is to work out ways of making the brand visible and taking it at par with other established brands. It is the least that they have to achieve if not able to make it most desirable.
Another problem faced by startups is that they do not have any brand equity but are in the process of creating it. How to build brand equity is foremost in the minds of entrepreneurs while at the same time keep the brand exposures growing. For making both ends meet, entrepreneurs have to fall back upon content marketing that has proven to be a powerful tool that establishes brands and adds value to it. You might have heard about content marketing but wonder how it is useful for building brands and creating brand equity. This article will help you to understand why content marketing is your best choice.
Table of Contents
Establish brand credibility
The first step to get a toehold on the internet is to earn the trust of viewers about the brand. Viewers must be able to distinguish the brand from the crowd of numerous others and attach due importance to it. Your approach in presenting the brand to viewers will make all the difference because you have to make them understand that you are neither making an outrageous claim nor trying to sell some promotional message to them. The audience is wary of blatant attempts to sell products, and you must not fall into the trap.
Instead, position your brand as an authority in the business niche by sharing valuable information with the audience that creates interest in the brand. The quality of information generates respect for the brand that earns credibility. Bank on the powers of creating quality blogs that become a reliable source of trustworthy and authentic information.
By creating valuable content consistently, the credibility of the brand increases, and it becomes an essential figure in the industry. The audience would feel like sharing the content, and thus the brand gets more exposure.
Generate traffic flow
Having established the brand credibility, you have to take steps to generate traffic that flows to the website and can make business happen. Even if the audience finds your brand online, you have to motivate them to get closer to it by reaching your site. Although advertising might help, the audience is most averse to it because of its direct selling approach and would turn away from it.
The most effective way of driving traffic to websites is to launch an SEO campaign under the guidance of KottonGrammer Media Chicago. Despite many other online marketing methods trying to steal attention, SEO is by far the most effective method of online marketing that drives traffic to websites. With the goal of earning high ranks in search results that ensure high visibility of websites, embrace content marketing that helps to realize the goal. By using suitable keywords in the content like blogs you can improve search rankings and experience a steady flow of traffic to the website.
Improve lead generation
Keep publishing content consistently and maintain a steady flow so that the brand receives continuous exposure. By using the techniques of effective content marketing, gradually convince the audience so that they get converted to customers.
Create attractive content so that it leaves the audience asking for more of similar content. That would give you the opportunity to sign them up or subscribe to your email or respond to some call to action that exposes them to gated content. Keep in mind to make the follow up most naturally because then only the audience would feel like following you. Use the content as bait and lead the audience to engage in some transaction that creates leads that eventually you can nurture to gain conversions. The more you can keep the audience hooked to the content, higher are the chances of getting more customers.
Explain the value underlying the brand
Content marketing gives the opportunity of engaging in lengthy communication with the audience that helps to uphold the virtues of the brand. By using blogs, podcasts, white papers, infographics, and videos, you can convey to the audience what value they could derive from the brand and the benefits accompanying it. Assuming that you have already established channels of communication with the audience to convey serious messages and information, you can use the same channels to explain to the audience the audience the value proposition of the brand and they could benefit by engaging in business with your company.
However, before you start communicating with the audience, create the buyer personas so that you know the characteristics of the buyers you are addressing and create appropriate content that strikes a chord with them.
Create a foundation for digital marketing
As you have to use both content marketing and SEO in tandem to establish a brand and create brand equity, you must first lay the foundation of digital marketing that supports the efforts. The duo of SEO and content marketing can become the backbone of your digital marketing efforts. You can apply the same basic principles in other areas of digital marketing like e-mail marketing, social media marketing and even for your website. It would allow cross-promotion of content across various media and give more mileage in marketing.
With only some hard work and without any or minimal financial investment you can implement content marketing which is the most cost-effective way to market your products online.
Barrack Diego is a freelance content writer. He has written many good and informative articles on different categories such as Web Design, SEO, and Business. www.bigdropinc.com/
Also published on Medium.