There are several compelling reasons for businesses to develop a content strategy. For many, a content strategy serves to draw attention to new products, to expand their range, to create added value and ultimately to persuade the consumer to buy.
Startups can use online content to raise awareness of their new business and get their name on the radar of a wider audience. For others, content strategies create an additional source of income, e.g. B. the creation of YouTube videos and their use to generate advertising money.
These handful of reasons are more than enough to prioritize the planning and execution of a content strategy. However, understanding the importance of posting quality content can be reduced to two simple words: brand credibility.
Whether your business is trying to build a fan base, highlight its offerings, or drive profits, everything you create should be done in the name of the brand’s credibility. Few of these worthwhile goals will be achieved if your brand is lacking.
Not to be too specific, the way your content affects your brand credibility can make or break your business. Here are four positive results of a successful content strategy:
It builds brand recognition
Brand credibility often begins with posting strategic content online. In most cases, this includes optimizing your website for search and creating helpful, customer-centric landing pages that lead to increased visibility. When you publish high quality content on a regular basis, search engines begin to rank your pages higher in search results.
When search engines start noticing your brand, so will others. Ranking for keywords that fall in your niche is key. As a result of your well-developed content strategy, people will see your brand searching online and browsing the web.
One concept I preach a lot is how important it is to keep your brand “on your mind”. Big companies try to do this by spending way too much on Super Bowl commercials. It’s a way to keep your brand in mind, but the effect is generally short-lived – and expensive too.
Instead, be the brand that offers helpful how-to videos that consumers turn to or the whitepapers filled with statistics by industry journalists. Super Bowl ads might be flashy, but delivering quality content is a better and more sustainable way to be remembered.
It promotes brand trust
When people engage with your content, they get to know your brand better. Blog posts, videos, information pages, or unique details about your products and services are examples of content that can help tell your brand’s story. Visitors begin to see more clearly how your offer can benefit them.
Business leaders recognize the importance of building trust early on. Five9’s 2020 Customer Service Index report said 72% of executives believe trust is paramount. As you develop your content strategy, try to build trust between your brand and your customers.
Trust is a high priority for consumers in 2021. Many of the events of the past 18 months have helped undermine confidence and lead individuals to realign their priorities. Consumers seek reliability in their personal relationships and brand loyalty. A commitment to transparency helps to build this trust more easily.
It increases your audience
The bigger the audience you build online, the more potential customers you will bring with you. The more people see your brand positively, the higher your sales will grow. This is a fairly simple formula, and many successful entrepreneurs will vouch for it.
Building a great online follower does a lot more than just increase your bottom line, as nice as that is. Online popularity tends to snowball. Many will interpret large numbers of social media followers and buyers as a sign that your products and services are trustworthy and reliable. Consumers act as an informal reference and add extra credibility to your brand.
The more people talk about your brand in reviews, mention your brand on social media or blog posts, and engage with your brand through comments on your social channels, the more credible your brand will become.
It is important that these feedback platforms also give you the opportunity to check how your brand image is developing. Reading comments and reviews can show you how to improve your brand to keep credibility at an all-time high.
It humanizes your business
Let’s talk for a minute about how content strategy can support your company’s mission.
Of course, making a profit is one of the main reasons anyone starts a business. While that’s always a primary concern, there is more to it. By making good use of online content, companies can show that they’re not just there for the money. Organizations can strive to solve common problems while generating income.
For example, Tesla is known for its smart electric cars, but the company is also known for its mission statement of “accelerating the global transition to sustainable energy.” Patagonia markets its products along with a related mission to reduce the impact of production and waste on the environment. Many other companies use content strategies to raise awareness of other issues.
Content is much more than what people leaf through on their devices every day. A well-designed content strategy can help keep your brand visible in the right way. The credibility you gain is worth the hard work it takes to achieve it.