There are several compelling reasons for companies to develop a content strategy. For many, a content strategy serves as a way to call attention to new products, extend their reach, provide added value and ultimately persuade consumers to make a purchase.
Startups can use online content to draw attention to their new venture and get their name on the radar of a wider audience. For others, content strategies create an additional source of revenue, such as creating YouTube videos and leveraging them to generate ad dollars.
This handful of reasons is more than enough to prioritize planning and implementing a content strategy. However, understanding the importance of publishing high-quality content can be boiled down to two simple words: brand credibility.
Whether your company is trying to build a following, spotlight its offerings or increase profits, everything you create should be done in the name of brand credibility. Few if any of these worthwhile goals will be realized if your brand lacks it.
Not to put too fine a point on it, but the way your content affects your brand credibility can make or break your business. Here are four positive results of a successful content strategy:
It Builds Brand Recognition
Brand credibility often begins with the publication of strategic online content. Most often, this includes optimizing your website for search and creating helpful, customer-focused landing pages that result in increased exposure.
As you consistently publish quality content, search engines will begin ranking your pages higher in search result listings.
When search engines begin to notice your brand, others will, too. Ranking for keywords that fall within your niche is the key. As a result of your well-developed content strategy, people will start to see your brand pop up during online searches and as they surf their way across the web.
A concept I often preach is the importance of your brand staying “top of mind.” Major companies attempt to do this by spending way too much on Super Bowl commercials. It’s one way to keep their brand within a viewer’s awareness, but the effect is generally short-lived—plus, it’s expensive.
Instead, be the brand that provides the helpful how-to video consumers turn to or the stats-packed whitepaper industry journalists always cite. Super Bowl ads might be flashy, but providing high-value content is a better, more sustainable way to stay top of mind.
It Fosters Brand Trust
As people engage with your content, they get to know your brand better. Blog posts, videos, informational pages or unique details about your products and services are all examples of content that can help tell your brand’s story. Visitors begin to see more clearly how what you have to offer can be an asset to them.
Business leaders recognize the importance of establishing trust early. Five9’s 2020 Customer Service Index report states that 72% of business leaders believe trust to be of utmost importance. As you develop your content strategy, make every effort to foster trust between your brand and customers.
Trust has become a high priority for consumers in 2021. Many of the events of the past 18 months have served to erode trust and caused individuals to realign their priorities.
Consumers are looking for reliability in their personal relationships and brand loyalties.
A commitment to transparency helps to establish that trust more easily.
It Increases Your Audience
The bigger the audience you build online, the more potential customers you bring your way. The more people who see your brand in a positive light, the higher your revenue will climb. This is a fairly simple formula, and plenty of successful entrepreneurs will vouch for it.
Building a large online following does a lot more than merely boost your bottom line, nice as that is. Online popularity tends to snowball. Many will interpret a large number of social media followers and buyers as a sign that your products and services are trustworthy and reliable. Consumers act as an informal reference, providing your brand with additional credibility.
The more that people talk about your brand in reviews, mention your brand on social media or in blog posts and engage with your brand by commenting in your social channels, the more credible your brand becomes.
Importantly, these feedback platforms also provide a means for you to check how your brand image is faring. Reading comments and reviews can show you how to improve your brand in order to keep credibility at an all-time high.
It Humanizes Your Business
Let’s talk for a minute about how content strategy can undergird your company’s mission.
Of course, making a profit is one of the top reasons anyone starts a company. While that’s always a primary concern, there’s more to it than that. Through the savvy use of online content, companies can show that they’re not just in it for the money.
Businesses can demonstrate concern for solving widespread problems and generate revenue at the same time.
For example, Tesla is well-known for its snazzy electric cars, but the company is also recognized for its mission statement to “accelerate the world’s transition to sustainable energy.” Patagonia markets its products alongside a related mission to reduce the effects of production and waste on the environment. Many other companies use content strategy to raise awareness of other issues.
Content is much more than what people scroll through on their devices every day. A well-thought-out content strategy can help ensure that your brand stays visible in all the right ways. The credibility you obtain is worth all the hard work it takes to achieve.
>> How can your brand push the envelope on creativity within B2B marketing? Find out by watching Episode 2 of Into the Funnel — studioID’s investigative marketing series.
This article was written by John Hall from Forbes and was legally licensed through the Industry Dive publisher network. Please direct all licensing questions to [email protected].