Once you understand the core value of your personal brand, you can then leverage content marketing to promote your brand. Content marketing is the consistent, strategic creation and sharing of relevant and valuable content that builds interest and engagement around your brand. Content refers to the information you share in various formats: blogs, social media posts, videos, podcasts, eBooks, infographics, webinars, and other material that you publish to represent yourself and your personal brand. Increased competition for attention online and decreasing effectiveness of ads has changed how people consume content online. Content marketing now plays a crucial role in meeting growing expectations of perceived value by consumers. As a result, content marketing is now highly effective when it comes to:
- Increasing authority
- Promoting likeability and trust
- Building influence
- Generating leads and conversions
3 myths about creating content that connects – Click here to watch the video series
Myth 1 – If you build it they will come
- Competition for online attention is at an all-time high – Not only do you have to consistently share relevant and authentic content that your audience can relate to; you also have to promote it. Leverage social media and ads to increase your reach and influence.
Myth 2 – The more you share the more engagement and followers you get
- Marketing is about showcasing value so quality always wins over quantity to get and keep audience attention.
- Prove your ability to provide a solution by meeting the needs of your customer – gives them a taste of what your about and moves them down your sales funnel
Myth 3 – Your content should always be about your product
- People want to know you before they buy from you – Give yourself permission to be more personal with your story
- Still not sure what you share? Document your journey to learn what is valuable to your audience.
Creating content that collects
Your success on social media lies in your ability to influence action from your audience. With reference to your end goal always be mindful of the customer journey in order to give them value that meets their needs. I use the marketing mnemonic #AIDA to match relevant content to my audience based on where they are in relation to experiencing my brand.
Awareness – Get found online with relevant titles, keywords and hashtags Interest – Create relevant content that elicits engagement and solves problems
Decision – Create triggers to start the sales process with freemiums and introductory offers
Action – Make the Sale (This is the whole point so nothing else matters if you don’t close the deal) Click here to watch the video summary
From an engagement standpoint, consider the following when using images to tell your brand story on social media.
- Select categories/themes that represent your brand.
- Your content should be about what you can do for your followers – serve them.
- Use these free tools to increase your visibility and engagement on social media.
- SEO – Use Buzz Sumo and Google Keyword tool to find popular keywords to add to your titles, content and descriptions that will help you get found online.
- Free stock images – Use sites like www.canva.com or www.unspalsh.com to create beautiful images.
Are you struggling to create content for your brand? Ask me anything in the comment section and I’ll address them in upcoming content.
