When you take a step back and look at it, the movement of building brand through content marketing isn’t that different from the movement behind corporate responsibility. Both ask the company to give back in a way that is valuable to customer or greater society in a less self-serving way. And like with sustainability efforts, there is brand value and greater returns to be awarded to companies that do it well.
Content is King
Answering people’s questions in a formidable and valuable way endears people to your brand. The more companies can contribute to the conversations that effect their stakeholders the most, the more brand value they will build. What is different about the thought leadership environment now is that reach goes so much further than it used to with social media. A referral of content is an endorsement that carries weight in many regards. It’s not just simple brand awareness. It’s valued.
What’s the Bottom Line?
Bryan Rhoads, global content strategy for Intel said it best writing as a guest blogger,
“Today’s web is an endless 24/7 cycle fed by content and social actions. In this cycle, brands are realizing that content is currency…”
Positioning yourself as a thought leader and spreading those messages out in tactical way at different levels of depth is key. Different people will process information differently depending on where they are in the sales cycle. Someone in the early stages of getting to know your brand may only be looking for social media hits, while others in later stages may want to read blogs and get answers and drill into white papers or case studies.
“On average, B2B marketers employ EIGHT different content marketing tactics to achieve their goals,” reports the Content Marketing Institute. Brand Fever developed this five-step infographic to put you on the right path to a content marketing strategy. Let us know what you think!
Source: Brand Fever