Web 2.0 and social media marketing have changed the way that brands and businesses plan and implement their marketing strategies. As SEO has become a central component of digital marketing, content is inarguably now one of the most effective means of garnering brand awareness and demand. Importantly, consistent, high-quality content is an irreplaceable method of connecting your brand or business with your target market.
With the increased use of smartphones and having pretty much everything you want to know at your fingertips at any time, consumers are more likely now than ever to research a brand, product and/or service before making their purchase. While this may not be the case for low-involvement products, it’s almost always the case with high-involvement products.
So where does content writing come in?
Branding is a lot more than merely your company name and logo. It’s the process of enticing consumers to perceive your brand or business in a positive way. A mere tag line, logo and colours will not help you in this aspect. In this social media-driven age, it’s counterproductive for you to invest merely in designing a nice logo or coming up with a company name. Your consumers need to know who you are. They need to know what you stand for. Most importantly, they need to know how you can resolve their problems.
Hence, content writing must be a part of your marketing strategy.
Content writing communicates the promises you make to your consumers. It informs consumers how you intend to fulfil your promises. It can also inform prospective consumers on how you have previously fulfilled your promises to other consumers.
Ideally, content from your website should be clearly conveyed, emotionally engaging and integrate keyword research and SEO. What’s the purpose of the content? Is it to inform consumers about a certain problem? Once consumers have the information they need about a problem, they need a resolution. This is where your product or service comes in.
The same can be said for content that explains your brand’s ethos, mission and values. If they align with that of your target audience’s, consumers are more likely to select your brand next time they need to purchase a product or service you offer.
The best content writers will naturally compel consumers to be attracted to your product through story-telling. While results may not be seen immediately, content writing creates avenues for future consumer engagement.
Most importantly, it’s important for your content to be consistent across all channels. This includes your brand or company’s website, social media platforms and traditional marketing platforms. Consistency in content and messaging will reinforce your brand image and communicate it across all channels.
It’s in your best interest for consumers to get to know who you are as a brand or business. And the most effective way of doing so is through content writing. If you need to know what you should be looking for in a content or copywriter, click here to read our previous article explaining some essential factors.
Feel free to reach out to us via any of our socials if you have any more questions about content writing, branding or marketing. We’re here to ensure you have all the knowledge you need in order for your brand or business to thrive.
MJ&Steff 