Taking into account the importance of digital authority in these times that we live, companies have had to change their dissemination methodologies to make their brands known, which is why Content Marketing and Branding today have more connections than ever.
The relationship between these two forms of marketing has caused organizations to rely on the creation of interesting, educational and attractive materials to create conversations and spectra of opinion about a company, product or service, within the ideal audience.
In this article, we will investigate the relationship that exists between Content Marketing and Branding, analyzing their common points and, of course, how to create a content strategy aimed at generating greater engagement in the minds of potential customers.
How are Content Marketing and Branding related?
Content Marketing is a methodology or a branch within Digital Marketing and Inbound, whose main objective is to grow the number of leads and customers, through the generation of valuable and relevant digital materials for a segment of the audience.
On the other hand, Branding is a way of managing all the strategies of a brand to improve the perception that consumers have about it.
Now, there are other specific points where Content Marketing and Branding have similarities, these are:
They are transparent
Today's users prefer to consume products and services from companies that do not hide anything under the table. For this reason, content strategies have prioritized sharing coherent and real materials. That shows the audience how they can meet their needs and the benefits of a specific product.
The transparency of Content Marketing helps to build trust and acceptance of a segment of the audience or a portion of the market in general. Associating the brand with values such as social responsibility, professionalism, among others.
So both are based on creating a close and trusting relationship with your audience or audience.
Therefore, a golden opportunity arises to take advantage of the inherent benefits of Content Marketing and Branding to convert a large number of potential customers and modify their opinions and feelings about a brand.
They allow humanizing brands
Content Marketing and Branding are part of those methodologies that companies use to show that behind the screen of a computer or a cell phone, there are real people who are concerned about their needs and problems.
For example, narratives supported by storytelling are frequently used in content strategies to generate complicity and engagement in the mind of the potential client.
Branding, in turn, seeks to generate this kind of close relationship with its public, applying actions to show them that the company does not seek to sell at all costs.
Therefore, considering that Content Marketing is applied during several phases, called the sales funnel, and through various channels, any company can take advantage of this strategy to tell its audience why its brand is different from the others.
They seek brand recognition in the consumer's mind
Branding, as has already been said in this content, is focused on transmitting and achieving the consolidation of the corporate image in the minds of consumers. This requires that a large part of the so-called potential users - “Buyer People” in Content Marketing - know about the company.
Content-focused strategies ensure that, through educational materials, transparent and attractive, digital communities can be formed around the brand.
This is another factor that unites Content Marketing and Branding under the same interests and similarities, showing that both strategies can be used to pursue and achieve the same goal.
They allow to differentiate brands
Finally, in this part of the content, both Content Marketing and Branding are strategies that aim to consolidate a corporate image of a brand to make it a reference within its segment.
Creative, original content and focused on a specific type of customer, make content strategies lead brands to establish an identity against the market.
And Branding as a methodology is precisely what you are looking for, that is, to sow in consumers the idea that the brand is unique and special, to become recognizable and lasting in your mind, which allows it to become an attractive alternative at a commercial level.
As can be seen, both techniques have fairly close similarities. Therefore, using one as a reinforcement of the other is a quite smart measure when looking to gain authority and market share.
With all this in mind, it is time to explain, in a simple but concise way, how to combine these two methodologies under the same planning.
How to make a Content Marketing strategy oriented to Branding?
Creating what is called brand awareness, or brand recognition, is a fairly complex process. But, on the other hand, using Content Marketing to generate a closer relationship with the audience is an excellent way to achieve this.
With these alternatives it is possible to create a Content Marketing strategy to generate brand recognition:
1. Understand the audience very well
This is the first, and perhaps the most important, step to start designing a marketing strategy. Since all actions must be focused on the type of customer that the product or service can satisfy, therefore, all content must be directed towards them.
To make this possible, it is important to know your demographics, to make decisions about the structure of the materials that will be published and those interests and values that you most appreciate.
On the other hand, determining the channels where the audience spends time is part of the understanding. Likewise, knowing the content format that they appreciate the most is a fundamental point of its success.
2. Design and implement a content strategy with brand awareness
To attract users and to be able to transform the perceptions they have about a brand, it is necessary to plan the guidelines and content structures that can achieve this ambition.
To bring audiences closer to brands, materials on the history of the company and its founders should be disseminated as a first stage.
Sharing content about the beginning, success stories, values, principles, among others, is a way to promote brand recognition.
These types of materials help connect consumers on a personal level, above commercial interests. Something that customers like about brands.
3. Be part of the community
Consumers love brands that share the same interests and values that they have. Being an active part of a community is a great way to use Content Marketing and Branding at the same time.
Using social media to share photos of social events within a community, such as charities, charitable foundations, concerts, and more, is a very effective way of generating an intimate bond with potential customers.
Likewise, harnessing the power of video through the most popular social platforms, to show brand employees being participants in social movements, will be able to transform the opinion of the audience about the brand and make them understand that they are interested in supporting causes that interest them.
Now, how can you measure the impact and results of Content Marketing and Branding in the same strategy? For this, it is important to know which indicators serve for both methodologies.
How to make a Content Marketing strategy oriented to Branding?
How linked are the Content Marketing and Branding metrics?
At this point, the metrics used in Content Marketing also demonstrate the level of recognition and commitment that the audience has towards a brand. So, can brand awareness be measured within content strategies? The answer is yes.
Indicators like:
- Return rate: which shows the percentage of visits by users who have already consumed brand materials. Visit frequency: indicates the average number of days that the same user visits a blog or site. Shares: metric that is used to understand the amount of materials shared through social networks or messaging. Session duration: the time a visitor spends consuming materials on the same single visit. Comments: level of interaction on the materials within the blog or site, also on social networks and other platforms, which allow knowing the engagement of the content.
This is a sample of how Content Marketing and Branding can be brought together under the same strategy and generate emotional and personal connection with a type of audience that wants to impact.
Using materials such as blogs, infographics, videos, podcasts, among others, to get closer to the public is a smart way to get to know their tastes, needs and stimulate a relationship about business intentions.
After all, a user who feels that a brand is interested in their needs will choose them above all when buying.
