Knowing how to grow your brand, increasing brand awareness and driving traffic to your site can be challenging. With the current search landscape, SEO has evolved to be more than just keywords and links. If you want to find success with your audience then you’re going to need to speak to them directly, in a way that provides exceptional value and increases the authenticity of your brand.
Planning Can Get You Anywhere
What do you want to achieve with your brand? Are you simply driving awareness at this stage? Do you want to generate sign-ups for a mailing list? Maybe you already have products and services that you want to sell.
Identify what the end goal is with your content, and base your strategy around reaching that goal. You don’t always need to make direct references to your products and services, but you would ideally want to drive traffic to your main site, a sign up form, or a landing page.
Choose a Topic That Resonates with Your Audience
Content should provide value within a specific niche. You don’t want to develop content that is not relevant. However, your content doesn’t need to be specifically related to your offering, and could be complementary instead. As an example, if your business is in marketing and selling cellular devices, you could spend time talking about general advancements in the industry. Bluetooth 5 will create faster connections with more bandwidth, and would be a topic that can add value to your customers. You could even talk about the internet of things, and what the cellular landscape might look like in five or ten years. Be creative with the topics you pick for your content, but always make sure that they provide value to your core audience. If you establish yourself as an authority within your niche, then you’ll create trust in your brand.
Give Incentive to Interact
Organic content will drive organic traffic, and one of the best ways to do that is by incentivizing interaction points that will bring your audience closer to your brand. Competitions and giveaways are a great way to get people excited, and offering these over social media will help to increase sharing of your content. By doing this, you’ll be able to widen your audience and gain more exposure for your brand.
You could also provide offers with your content, such as a free e-book, or even access to exclusive content or webinars for your audience. Sometimes you’ll have to spend a little to give a valuable incentive, but the return in traffic and brand recognition will usually outweigh any initial investment.
Build on Your Strategy
You’ll have an opportunity to adapt and improve with every piece of content that you publish. Use analytics to find out how successful your content is, find out where you are failing, and come up with new ideas to improve your next effort. You’re never going to get everything right from the beginning, so use each piece of content as an opportunity to improve.
If you’re using social media, find out what type of content gets the most response and audience involvement, and use your findings to continually improve your strategy. Consistency and persistence are key to a good content strategy, as long as you take the time to develop a model of what works. Even if you’re in the early stages of your business with little experience in online marketing, you could use a digital marketing company to help you get the best out of your content and marketing budget.