How to Create Brand-Friendly Content

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By Boris Dzhingarov

Has your company’s website become rather stale lately? Is traffic falling or just failing to meet your expectations and goals? With so many websites out there, it can be hard to ensure yours is noticed and gets the kind of traction it needs. It takes continuous effort, tracking, and specific techniques on your part to ensure the site stays relevant and attracts the numbers.

One of the most effective ways to attract traffic is to provide content that speaks to people, is engaging, and informative. But here’s the thing, that same content still needs to be brand-friendly, meaning it needs to represent the brand image as a whole and sticks to certain guidelines. This creates a uniform feeling across the website and the product/service line-up.

In order to help you get started on this new engaging and brand-friendly content, here are some basic tips and advice you can follow.

What is the Goal of Your Content?

The first thing you need to do is give serious thought as to what you hope to accomplish with the content? What is the marketing goal of the content? Do you want to boost interest in your brand or a particular product/service? Are you looking to attract more visitors to the site? Do you want to create more engagement with your site visitors? Are you hoping that people will share your content on social media, and so forth.

Keep in mind you may not have one single goal. Rather, you may have a few goals that you want to achieve. Once you have those clearly defined goals, it makes it much easier to craft the content, as it will have a purpose to it.

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Be Aware of Who Your Target Audience Is

Just as important as the company’s goal is who your audience is. The content needs to speak to the audience, which means you need to know what they are interested in, what information they are seeking, and the products and services that they want.

The best way to get the details on your target audience is to perform some basic market research. This can and should be done before you start posting any online content, as you want to be sure it’s hitting all the right notes. Remember, you aren’t creating a website filled with content you would want to read. Rather, it is what your audience wants to read.

Does the Content Further the Brand?

Another question to ask yourself is whether the content you are publishing is actually furthering the brand. Is it doing the job to push the image out there, make it clear what the company stands for, and what it offers?

This should be the core question you ask about each and every piece of material that is posted online. After a while, this will become second nature and you’ll find it’s rare that you even consider posting anything that isn’t furthering the brand.

Brainstorm a Variety of Blog Topics

If it’s a blog you are aiming to add to your website, then it can seem a bit overwhelming at first. People often find it helpful to brainstorm a list of ideas that you can keep on file and refer to each time you need to write a new blog. You can continually add to the list, and if something comes up that’s not on the list, you can run with that topic instead.

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A list of topics is just meant to act as that cushion, so you aren’t scrambling to come up with an idea at the last minute.

Content Needs to Be Unique

Then there is the uniqueness factor, which is incredibly important. Remember, there is a whole lot of content online. You need to give people a reason to visit your site specifically so you can draw them in. This means you need to look for that unique hook, feature, or topic to discuss in order to stick out from the competition.

Your goal shouldn’t be to attract visitors to your site once. Rather, you want to create loyal visitors that keep coming back.

Be Aware of Your Google Search Ranking

Did you know that brand-friendly content alone won’t bring in the big numbers? You also need to be hyper-aware of where the website sits on the Google search ranking page. If you’re not on the first page of results, the cold hard truth is that you probably won’t get the interest you’re after.

Figuring out how to rank higher is a whole big process, and believe it or not, content has a lot to do with it. Posting unique content on a regular basis will certainly help you to move up in the rankings, so that alone should encourage you to follow those steps.

There are a whole host of SEO (search engine optimization) tools and practices you can be using. It actually becomes a bit of a rabbit hole once you get started down that path. There is just always a next step you can take.

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Don’t Forget to Engage with Visitors

The final tip is to ensure that you’re not just posting content and then never thinking about it again. If you’re doing that, you’re missing an opportunity to solidify your brand image.

Engaging with site visitors and customers is an excellent way to put a face to the brand and help to make a strong and positive image. When people ask questions or post comments on blogs or content, make sure you’re responding in a timely manner. You should also give people a simple and obvious way that they can reach out and contact customer service should they have any questions or concerns.

Content That Gets Noticed and Stays On-Brand

By following each of these tips, you’ll be doing two things at once – you’ll be creating content that is, of course, brand-friendly and an excellent representation of the company, but you’ll also be creating the kind of content that attracts visitors to the site and promotes that engagement you’re after.