Growth

Building Brand Assets With Regular Content – 5 Steps To Better Branding

building brand assets through content

Content creation is one of the top strategies for building brand assets. It’s cost effective and can serve as both branding and marketing.

The key is to create regular content to keep the conversation open and honest between your brand and your audience. After all, would you more likely trust a brand you heard from once in a while or every week?

Your blog can become one of your greatest branding assets if used correctly. Think of it as a tool that keeps your brand current and continues to build an audience 24/7.

1. Establish Trust With Your Audience

One of the most important elements of branding is establishing trust with your audience. It’s trust that creates loyal customers. You could, of course, focus content purely on promotion or just copying with your competitors do. To make this branding strategy effective, you need authentic, high-quality content. This is the kind of content that gets noticed time and time again.

When you’re doing this on a regular basis, you’re showing your audience that they can trust you. You’re giving them valuable content in exchange for nothing more than their time. As a result, they respect you and come back, often times with friends.

2. Tie Your Brand Message To Content

As much as you might want to believe that every visitor to your site reads your in-depth About Us page, it’s not the first page most people look at. Instead, they usually find your site from search results that may be a product, service or a blog post. If you want visitors to understand what your brand’s all about, use your blog.

For instance, look at Refinery29. The site wants to change the way the world views fashion, bringing a more modern edge to it. Instead of just promoting the latest fashions, the site focused on content creation that appeals to the modern woman who wants to not only look good, but stay informed about the world around her. The results are astounding with the site seeing 27 million monthly views. Every piece of content ties directly into the brand’s message.

3. Keep Your Audience Engaged

Why does regular content work well at building brand assets? It keeps the audience engaged. An engaged audience stays on your site, comes back for more and most important, shares the content they love. However, the question that always comes into play is how often should you blog to have regular content?

Honestly, there isn’t a clear answer. Some of the top sites blog numerous times a day, while some may only blog once a week. If you’re simply trying to increase leads, the more often you blog, the higher the leads. On the other hand, you should only publish as many posts as you can comfortably do without sacrificing quality. The moment your quality suffers is the moment your content stars working against your brand.

As Neil Patel’s study shows, the number of posts doesn’t matter so much as the consistency of high quality posts. Some bloggers received hundreds of thousands of views per month with just four posts per month, while other sites published hundreds per day to reach millions of views. Remember, quality over quantity. Just be consistent.

4. Become THE Authority

This is one of the reasons the number of posts doesn’t matter. When you’re building brand assets, you want to prove to your audience that you can do more than just crank out content. You want to show that you’re an authority in the industry. You want to become not just the content source for customers, but for competitors as well. It’s all about providing something original, well-researched and targeted to your audience.

Take Netflix for instance. While they were growing well with their content curation of shows from other sources, it wasn’t until they started showing original programming that their subscriber numbers started rapidly increasing. It’s all because they started creating their own content on a regular basis and became an authority in the media industry.

5. Go Beyond The Typical Blog Post

Part of building brand assets with regular content means creating shareable content. Text-based blog posts alone aren’t enough anymore. They do offer informative content, but many of your visitors likely come from mobile devices. These visitors want highly engaging content in bite sized pieces, such as with infographics or short videos. Mixing up your content types gives you a variety of content for visitors to share, further extending your brand.

Building Brand Assets

Regular content is a worthwhile investment into building your brand. Whether your writing yourself or outsourcing the task, now is the time to create a content strategy and turn your blog into a valuable branding asset.

Want to find out more about building your brand? Start with our free Brand Bootcamp course course to whip your brand into shape.

Image: Alejandro Escamilla

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About the author

Dave Meier is the Founder of Hidden Depth (creative design services for ambitious businesses) who loves creating products and services that provide simple solutions to business problems.