Creating a reliable brand identity shapes your company, it defines who you are, and is crucial to building trust among your current and potential customers.
In 2020, a brand’s identity can be determined by a web search that allows a client to see everything about your company in a matter of keystrokes. Correctly projecting the image you wish to be known for is vital.
Content marketing is a great way for you to build your identity. It allows you to create and share intelligent, thoughtful content in a consistent manner to develop trust and build a reputation among your target audience.
Quality over quantity
In the age of clickbait, quality is king. It has never been more important to generate high-quality, clean and authoritative copy if you are to get consistent readership.
Google’s search algorithm has been modified in recent years to favor quality content, as opposed to those trying to spam the system with volume.
Over-saturating the market with low-quality content damages brands and decreases engagement. Conversely, when you are a trustworthy creator, engagement rises. The Economist’s ‘Missing The Mark’ survey showed more than 85% of people expect a brand to create content, but a vast majority expect less promotion and more information, being turned off by blatant sales pitches.
Rather than sporadic marketing that is based on gimmicks, it has been proven that publishing content regularly helps you reach new people, while also keeping you top of mind with your existing audience.
Creating stories rather than slogans is a way to do that. Build a narrative for your business that can influence all subsequent copy.
Storytelling is key and has been demonstrably effective in the case of Patagonia’s The Cleanest Line blog, which acts as more than an infomercial for the business by informing the consumer about the world surrounding their products.
Similarly, Casper, the mattress company, has built a content marketing machine around the benefits of sleep, rather than pitching their products in isolation.
Not every expert is an author
The backbone of high-quality content marketing is authenticity. There’s no substitute for your expertise, but it is also time consuming to consistently create insightful content that delivers value to your target audience. This time commitment (or lack thereof) often being the biggest hurdle to starting or maintaining a consistent content schedule.
The use of a ghostwriter to create your content allows you the time necessary to focus on the most important aspects of your job. You know your business as well as anyone, but that level of immersion can make it hard to see the forest for the trees.
Combining this knowledge with the fresh set of eyes offered by a skilled writer gives the best of both worlds. Your expertise along with their experience ensures site visitors will understand the given topics and leave better informed.
