The intimate link between content, brand, and image
Imagine: from the search results, your target customer clicks through to your homepage. They start reading, stumble at a language error or two, and then get distracted by your email pop-up before they realise that you’re not what they are looking for. Finally, they navigate back to the results and resume searching. The product of a weak meta-description? Perhaps. It happens. No one wants a sky-high bounce rate: it’s frustrating, it’s symptomatic of an underlying issue, and it's disappointing. But it can be fixed; save your future visitors from navigating away and keep them engaged with well-written, and targeted quality content.
But what does this look like? Read on.
First impressions and content
Written content is a double-edged sword: choose words wisely, strengthen your brand’s appeal and draw in new customers. Conversely, populate your website with dense text, overly promotional articles, and bland copy of no help and you’re visitors won’t make it past the first paragraph.
The words you use have a lasting impact. For instance: catch a potential client at the research stage of the buying process, and through your content you have the opportunity to convert them to a loyal customer. Hooking visitors during their research phase enables your words to resonate with them, bringing your brand to mind when they move to decision stage. Therefore, it pays to invest in quality content and web copy as a key part of your long-term marketing strategy.
The power of the written word
Is it possible to over-focus on a brand’s visual image? In short, yes. Getting too caught up in brand awareness videos, explainer clips, sleek logos, catchy slogans and other media has the potential to negatively impact a brand’s overall strength and impact. Aside from looking great, showy visuals can be time-consuming and costly. What they don’t do, is replace high quality content and copy in the strategy.
Additionally, the fashion of visual media - especially video - moves quickly and risks obsolescence. It helps to think of marketing elements as foundation materials. Each new structure needs a unique blend, but every blend contains a proportion of all ingredients. Skip or scrimp on an essential material and the structure weakens. Each material exists alongside one another and they work together to convey a robust and dynamic brand message to the right people.
Content that is relevant, high-quality, and insightful has the power to significantly impact its target audience. The written word is authoritative; it’s the reason why we make strong judgements - both good and bad - based on what we read. It requires attention to detail: grammar, spelling, relevancy, tone, and more are the key elements for every piece of content and web copy.
Furthermore, it has the power to keep attracting visitors long after you hit “publish”.
The right balance provides a reliable and sustainable channel of visitors and new clients. Keep these tips in mind and you’ll spend less time testing strategies and more time converting visitors into loyal followers and clients.
Keep your brand story at the forefront as you craft your content strategy: who you are, what you do, why you do it, where you operate, and how you meet client needs. Audiences respond positively to openness and transparency.
You know your brand and your industry; content agencies know content. Professional, media-grade content highlights your expertise and gives your brand an authoritative voice in-line with your vision and aims.
Develop specific personas for your content strategy. When you’re planning and creating content, it’s crucial to have target clients in mind. If you write to a faceless, generic entity, it’s hard to write a message that converts. Considering your target market’s age, socioeconomic status, gender, and other traits to vastly improve content performance and relevance.
Focus on what you can do for the customer. Self-serving, overly-praising content only detracts from overall message. No one likes reading thinly disguised ads. What you write answers readers’ questions, helps them make informed decisions, or otherwise meet their needs.
Content and long term goals
Content is your chance to tell your brand’s story and doing so puts you in direct control of your image. Neglecting this key aspect means your brand will be publicly shaped by another means that you may have less control over. Every piece of content produced needs to form part of a larger strategy contributing to your overall goals.
Gone are the days of 100% SEO-driven content that guarantees those coveted high rankings. Craft a strategy that tells a meaningful story through quality, targeted content and you'll be around from the starting lines to the finish.
First Published: 1 March 2019
Updated: 22 March 2019
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