Why Branding is Important for Content Marketing

Want to use content marketing in order to build trust and authority while also gaining more exposure for your brand and business? First things first, you have to have a great brand in place. One doesn’t work without the other and in this post, you’re going to learn why!

What exactly is content marketing?

To understand why your brand is so important to your content, it’s useful to first understand what content marketing is and the role it plays in your small business.

Content marketing is exactly what it says, it’s using content to market to your potential customers. You’re marketing to them whatever your product or service is. Posting content randomly isn’t going to build your brand or business. And it certainly won’t get you recognized.

That’s why you create a content marketing campaign. The aim with any content marketing campaign is not only to gain more exposure or to go viral by providing content that can be shared on social media: it’s also to try and help you build authority and trust with your audience.

The hope is that after stumbling on your content a few times and being blown away, your audience will then start to recognize and seek out your content because they see it as an authority. Eventually they might save it or begin to check it daily, at which point your high quality information and entertainment has done its job.

But in order for this to happen, your audience first needs to recognize that the posts they enjoyed were from the same creator and that they’ll continue being as high quality and as well geared for their particular interests.

How does this happen? Usually it happens because those visitors recognize some part of the content (the background or the logo at the top of the page, the font or colors) and realize it’s the same creator they enjoyed last time.

Your Brand is What Ties it All Together

A brand is not just a logo and the same colors though, its an attitude, personality and lifestyle. You buy Apple products because you know what to expect. From your previous experience with Apple, you know that their hardware will be well-made and their software will be slick and easy to use.

When you return to a site you like, you do so for the same reason. You’re here because you know what the site is all about and in your experience, it delivers the kind of thing you’re interested in reading about.

If your brand (and therefore, your business) is going to be successful, then it needs to have its own tone, its own style and its own personality. You create that by being consistent in your content marketing.

Need some inspiration for what kind of content you can create? Check out this blog post for 11 content ideas

Until next time…

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