On-brand stories deliver a sharper competitive edge

All organisations have stories. Some are exciting, others perhaps less so. And that’s okay. Because the only thing that really matters is that you are on-brand. Not everyone wants to be on the edge of their seat all day. Every organisation has an audience and it’s our job to reach them in a language they understand.

Explain to me who we need to address and the aim of the writing. I can put it into words. The better your copy is aligned with who you really are, the sharper will be your competitive edge. Because nowadays transparency and a lack of BS are the new hyperbole.

Content marketing

Content marketing focuses on creating, publishing, and distributing content for a targeted audience. It’s a good buzzword that describes an old craft, although the focus is more online nowadays. It should focus on the needs and/or interests of your audience with your brand as inspiration.
We can:

• Increase your brand awareness or credibility
• Attract attention and generate leads
• Expand your customer base
• Generate or increase online sales
• Engage an online community

James O’Brien of Contently wrote on Mashable: “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”

The brand must come first

In my experience, content marketing only functions when the brand comes first and foremost. Before we write, it is essential that we look at how your content will support your brand (awareness). Is the article in line with your brand DNA? How can we highlight your values through the story? How can your newsletter increase your audience’s understanding of what you represent? When we have written and published, we can track the impact through brand awareness metrics and share of voice, etc.

Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy, but in the end, it’s still the same story – we want to attract the audience that appreciates and shares your values.