How to Use Content to Create Brand Relevance

Posted Jun 25th, 2019

Today's business and advertising climates move at light speed compared to those of the past. Historically speaking, one branding campaign could span multiple years. But the internet has revolutionized the way we do business, and companies now have to maintain a constantly changing marketing strategy.

So what's the largest challenge for brands today? Staying relevant to consumers that change their minds as quickly as you can put out new content.

Keep reading for four practical, easy to implement ways to increase your brand relevance through content creation.

1. Connect with Your Audience

The first step in building a brand through social media or other types of content creation is to know your audience. Identify their interests, passions, and pain points. Then, put yourself in their shoes and create content around the topics that will connect with them emotionally.

Taking the time to make this type of content sets you up to build a loyal customer base. It takes more effort, but crafting an emotional bond with your audience can turn passive consumers into vocal advocates for your brand.

2. Interact with Your Customers

The beauty of the digital era is that advertising is no longer a one-way affair. Gone are the days where marketers had to guess what their customers want—now, you can just ask them!

Interacting with your customers on social media, online forums, and comment sections is a great way to find out what content resonates with them and what doesn't. It also helps you build a reputation as a brand that cares about their customers' voices.

And because 45% of millennials expect brands to be responsive, engaging with your customers will help you stay relevant for the long haul.

3. Highlight What Makes Your Brand Different

Sometimes marketers confuse "staying relevant" with being "on-trend." While there is some short-term benefit to following online trends, don't forget to focus on what differentiates your brand from others in your niche.

Not only will this help improve your brand relevance, but it can also improve your search engine rankings when people look for the unique solution your brand provides.

4. Tell a Story

What makes a strong brand?

One that draws its audience in through the power of storytelling.

The best way to improve your brand's relevance is to use content that makes your customers feel like they're a part of your story and that you're a part of theirs. Use honest, transparent content like case studies and video testimonials to communicate your "why."

And no matter the form that content takes in the future—be it blogs, social media, video, or otherwise—a good story will always be relevant.

Build Your Brand Relevance with Quality Content

Staying relevant in today's ever-changing digital landscape is difficult, especially for brands that have relied on traditional advertising methods. But following these tips will help you put out content that increases your brand relevance and connects with your customers on a new level.

If you're ready to revamp your business's content and marketing, WebInsight can help. We use data-driven strategies and cutting-edge technology to turn your leads into conversions. Contact us to schedule your free business growth session today!

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