Grow Your Brand

Grow Your Brand with 3 Key Approaches to Content Marketing

30 Apr
Emy Mordue Content & Community Manager

Content marketing is here to stay… there are no two ways about it. The concept of ‘brands as publishers’ has been growing over the past few years, but the key to this is content; “content marketing is about engaging prospects and consumers with informative or entertaining content they’ll want to use or consume for its own sake, rather than pushing or interrupting them with direct sales or promotional messages.” – Catherine Toole

As I’m sure you are already aware, there are many different types of content that can be used to drive your brand’s story and be of value to your audience (without directly promoting your business). Some content types may be more beneficial than others for your specific marketing objectives, so we’ve summarised 3 key content marketing methods that are relatively easy to get started with.


Blog

Having a blog is a great first step in content marketing for your business. A good blog will offer a range of content varying between long and short-form copy, created and curated media, and include a variety of imagery and video – but the bottom line is your blog needs to engage your target audience so that it resonates enough for them to interact with it.

Why it works:

  • It allows you to give something back to your target audience – providing education, entertainment or information with added value (and not a sales pitch…)
  • It shows your audience that you care about them, aiding brand loyalty and a positive sentiment

Business drivers:

  • It’s cheaper compared to other marketing activities, it’s easier to track and lets potential leads find you (creating relationships with more weight)
  • All other channels are fed with valuable content
  • Significantly increases website traffic
  • Helps your keyword value for SEO, which equates to higher organic search rankings – remember that since April 21st Google has been demoting websites in search results that are not optimised for mobile so now is the time to make sure yours is!

Visual Content

Visual content can be simple, but it should always be created with your target audience in mind. Your content can generate up to 94% more views if you add compelling visual elements and graphics.

Why it works:

  • Targeted visual content is attention grabbing
  • The brain processes visual information 60,000 times faster that text – meaning it’s easier and more likely to be consumed
  • Visual content promotes engagement and increases shares

Business drivers:

  • Being highly sharable, it extends the overall reach of your marketing efforts
  • Increases follower and fan volumes
  • Creates more social chatter about your brand

Video and Animation

A combination of audio and visual matters, especially when it comes to reviews and instructions on how to apply beauty products. Did you know, YouTube’s viewership for beauty content has grown by 133% from 2010 to 2013!

This success is down to beauty consumer behaviour – they are more engaged with video — but it’s not the big beauty brands that have their attention. Consumers like authentic, relatable beauty representatives, like beauty vloggers, who tackle real-time beauty needs… It’s therefore useful to research beauty vlogger partners who can raise awareness of your brand.

Why it works:

Business drivers:


This blog post really only scratches the surface of content marketing, and there are many aspects to consider before and after creating a great piece of content.

To help steer you on the right track, we’ve distilled our recent content marketing seminar into a downloadable resource, outlining the Content Marketing in 7 Steps in 7 easy to follow steps.

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