With consumer demand for custom content greater than ever, it’s mission critical that brands get their content house in order. We hear a lot about tracking, conversion and assigning a proper value to content, but using it for brand building has its own unique set of challenges. Without a conversion to track, the effects of your content marketing efforts can be less tangible and more difficult to quantify.
Even so, content marketing can be incredibly effective in building brand authority and recognition. Nine out of ten marketers are involved in content marketing, yet only 32% consider themselves effective at it. These 5 truths about content for brand building may surprise you; they’ll certainly help you improve your strategy:
1. A Very Small Portion of Your Content Will Generate Most of Your Traffic
It might seem really intimidating to consider doing content marketing at any sort of scale. It must be a lot of work, right? It is, but if you focus on one really great content project, there’s no need to stress yourself over creating something new every week.
On my website, just 4% of our articles generate almost half the traffic and 85% of our social shares. It really does pay off to focus on fewer high quality content projects, rather than trying to bang something new out constantly.
2. Promotion Comes Before Content Creation, Not After
We use a reverse funnel approach to content planning and creation at WordStream. Before anyone puts pen to paper (or fingers to keyboard), we need to understand where we plan on promoting and which publications we’d like to pick up our story. We need to know what kinds of stories they love, to ensure we’re going at it from an angle more likely to get covered by media.
Read the publications and columnists you’d like to get your story in front of. What types of topics are they covering? What do they share in their social channels? This will help shape how your content will appeal to them.
3. TV & Radio Are Underutilized in the Age of Digital
I had the opportunity to appear on Fox Business TV during the Twitter IPO story, thanks to a content project we worked on in the IPO run-up.
For brand building, TV and radio can be a big plus. Online marketers have largely ignored traditional media and it does have its issues, don’t get me wrong. Online channels are so much easier to track and quantify sales. However, TV and radio can win your brand big exposure and when you’re appearing as a topic expert, it’s a win for your brand name.
4. SEO Doesn’t Work for Brand Building
This is a lesson I learned the hard way. We invested a good deal of time in optimizing our blog content for search, and it was working! Over six years, our blog traffic grew steadily by over 8% a month, until eventually we had over 600,000 readers a month. However, our time on site was low and engagement was abysmal--visitors stayed on site for about a minute and a half and 80% of them never came back. At the time, only 3% of our organic traffic came from branded searches, telling us our brand recall was really, really bad.
What is the point of attracting new people over and over and over if they check out and don’t care to visit you again? SEO was a great vehicle for winning new readers, but it did nothing for building our brand.
Remarketing Can Help
Remarketing was instrumental in helping us turn our low engagement and brand recognition trend around. It enabled us to get our content back in front of people who had, at one point, shown an interest.
There are a ton of reasons someone might leave your website--they’re skimming or browsing around, they got distracted, their baby just tried to eat their mobile... who knows. Remarketing gives you a chance to reconnect with those visitors via ads that appear while they’re doing other things around the web.
Key Takeaways for Using Content Marketing to Build a Brand
When your goals are to increase brand recall, improve authority and build trust in your brand, content promotion is key. Remember:
- Quality always trumps quantity. Focus on doing less but doing it better, then promoting it more.
- Plan for promotion from the initial concept and planning stages to help you create content people will want to share and report on.
- Don’t forget about the power and exposure of traditional media coverage!
- Work on recapturing the interest of organic search visitors through remarketing.
How effective have you found content marketing for promoting your brand? Share your thoughts below.