3 Steps to Converting Posts, Pings, and Pins into Brand Power

3 Steps to Converting Posts, Pings, and Pins into Brand Power

Content makes the brand. That seems to be the prevailing wisdom among content marketers. Fortunately, the wisdom is backed by results. Consumers are embracing content in a big way. Just check the mountains of stats and reports. And all that embracing has made monumental brand influencers out of the steady outpouring of blogs, videos, posts, pins, and pings.

But before you fling content galore into every possible online nook and cranny, you might want to step back and assess to best ways to convert your supply of words and images into real brand power. With that in mind, here are some strategies to consider:

1. Identify Needs.

The brand that cares about customer needs has a head start in the marketing game. Therefore, content should be shaped to reflect an understanding of customer issues and goals. If content comes across as self-serving, you’re giving customers wings to fly away.

2. Establish Value.

Why do you matter to customers, anyway? What value do you bring to the table? If you don’t have an answer, get one. Then encapsulate it into neat, trim line of thought (preferably something that fits the length of a short sentence). And make it part of your content message, wherever it winds up. If you’re a Realtor, for instance, your value statement could be something like, “To help clients find a home that comfortably matches their budget and lifestyle.” Very basic stuff. But very important, nonetheless. In all publicly consumed content, brand value must be unfailingly transparent.

3. Keep Your Brand Out of the Limelight.

“But wait”, you protest. “Isn’t all this content jazz supposed to focus on brand building?” Yes, but … it’s best to take the indirect road. Rather than tout the endless wonders of your turbo juicer or grime removal system, focus on the problems, issues, and objectives your brand addresses. The personal stuff that’s on the minds of your audience. (Notice we haven’t mentioned Young Company once. Except just now.) These personalized topics are shoe-ins to arouse reader interest. Only after interest is piqued do you drop in a word or two about your product or service – and how it relates to the topics at hand. Remember, you’ll seize the day with subtlety.

If you have any questions or comments about building your brand with content, or about any other brand-related topic, feel free to send them our way.

You can connect with the Young Company team at 949-376-8404 or sarah@youngcompany.com.