Being human isn’t just about what you look like, who you are or what you say. It’s also about where you spend your time and how your presence in different environments impacts those around you. Ultimately, this is what it means to exist.
Content is the primary way in which your brand communicates, interacts, and forms relationships with customers. Content is also how your customers learn about who you are, what you stand for and how you can help them.
These guidelines provide an explanation of every detail concerning your brand, including its specific appearance, essence, and personality attributes. This guide will govern how marketing teams, sales teams and third-party partnerships present your brand to create consistency across all platforms, online and offline.
Content marketing strategy
This focuses on how you use content to create brand awareness, generate leads, convert prospects and win customer loyalty. The act of maintaining a loyal customer relationship hinges on the strategic placement of touchpoints. Touchpoints can be any interaction that takes place between a brand and a consumer and they come in many different forms, such as:
A social media post
Meeting a rep at a tradeshow
An eBook download
Seeing your logo
A remarketing campaign
A customer service call
When using content as a touchpoint, the idea is to distribute the right content to the right person at the right time. Each interaction is like a stepping stone that guides the consumer through the buyer’s journey. Here’s the catch. A pathway paved with touchpoints doesn’t have a beginning and an end, nor does it travel in a straight line. Therefore, your content marketing strategy must be agile enough to take action based on real-time insights. Now, do you understand why so many companies outsource content marketing to an expert agency?
A powerful way to develop your brand voice, reach the far corners of the internet and create buzz around your brand is by using hashtag campaigns on social channels. There are several ways to execute a hashtag campaign. The most apparent strategy is to design a slogan around your brand name — for example, #ShareaCoke or #MyCalvins. You can also create a call-to-action hashtag that inspires audiences to participate in a brand initiative.
Social Media strategy
How your brand will use social media channels like Facebook, Instagram, Twitter and LinkedIn to distribute content and engage with target audiences. Considering that the average person spends 142 minutes per day on social channels, your brand’s social media strategy is a crucial pillar holding up the structural integrity of your entire content marketing strategy.