Want to use content marketing in order to build trust and authority while also gaining more exposure for your website? Then you need to ensure that you first have a great brand in place. One does not work without the other and in this post, you’re going to learn why!
The Objective of Content Marketing
To understand why your brand is so important, it can be useful to first consider the role of content marketing. The aim with any content marketing campaign is not only to gain more exposure by climbing the ranks of Google and by providing content that can be shared on social media: it’s also to try and help you build authority and trust with your audience.
The hope is that after stumbling on your content a few times and being blown away, your audience will then start to seek out your site because they see it as an authority. Eventually they might bookmark it and begin to check it daily, at which point your high quality information and entertainment has done its job.
But in order for this to happen, your audience first needs to recognize that the posts they enjoyed were from the same creator and that they are going to continue being as high quality and as well geared for their particular hobbies and interests.
How does this happen? Usually it happens because those visitors notice the background or the logo at the top of the page and realize it’s the same site they enjoyed last time.
At the same time, your logo also needs to convey a certain purpose, mission statement and style. People are only going to follow your blog if they think that this is a place where they will continue to get information and entertainment they enjoy and find useful.
Your logo is going to play a big part in establishing that fact. Your logo should be strong enough that when a visitor looks at it, they have a good idea of the kind of thing your site is all about. If this appears to be in accord with the post they just read, then they might start to explore further.
Your Brand is What Ties it All Together
A brand is not just a logo and a site design though, it is an ethos and a promise. You buy Apple products because you know what to expect. From your previous experience with Apple, you know that their hardware will be well-made and their software will be slick and easy to use.
When you return to a site you like, you do so for the same reason. You are here because you know what the site is all about and in your experience, it delivers the kind of thing you are interested in reading about.
If your blog is going to be successful, then it needs to have its own tone, its own style and its own particular subject area. All this should be encapsulated and symbolized by your branding.
Tim Somers – Bizarre Marketing