Eric Elliott

Using Content to Brand Your Business

Jul 29,2020 / Marketing Strategy

Branding your business can be a hard undertaking for any business owner. The key to developing a good brand is a multi-step process, but the content is the glue that contributes to growth.

What is Content?

Content is what helps show potential leads what your business is about. You may even refer to content as the lipstick of your business.

The best part is that content can be anything that showcases your business’s brand.

This is anything from pictures to videos, even just a status update on social media.

Distributing Content

Social media is THE place for distribution. However, it does not have to be the end-all, be-all.

Content is only as you define it.

Email marketing is a great way to distribute your thoughts, ideas, promotions, and even new products. Or, just to say hey!

If it speaks your brand, it is your content.

Reuse, Repurpose, Replenish!

A piece of content that is popular across the board is blogs.

Blogs are not just a piece of writing that gets stored on your website for SEO purposes.

Blogs can actually be one of your greatest tools in content development.

One, 300-word blog can produce approximately 3-4 piece of content for your social media.

Take that blog (or press release!) that you wrote about your business. Create a graphic or two with the best nuggets from that blog. These nuggets can be quotes or one of the main points.

By breaking apart your blogs, you not only have a link to a blog you can promote, but you also have graphics of quotes and advice that can capture attention from a wide variety of individuals.

Old photos or blogs can also be reused. That’s right! You may not be able to teach an old dog new tricks, but you can repurpose pictures!

All you need to do is identify the points that are still noteworthy and relevant.

Then, do the same thing you would do with new content – as we did with the blog.

This time, add a new twist. What’s important about this? What stands out to you? How does this content connect with your current brand?

Ring it Out!

We talked about content types that are not photos or videos, and how you can develop photos and promotional concepts from those items.

But what about taking written items (like a blog or press release) and transforming it into videos?

Taking talking points from your written work can help you talk about it to a camera. All you need is your smartphone!

A misconception is that you need fancy equipment to record a video for content.

While this is important for ads and commercials (call Craft Creative to take care of that), it is not as important for an Instagram or Facebook video.

Hit record and talk away!

Lights! Camera! iPhone!

Finally, take old videos that you may have recorded or podcasts you were on.

Transcribe these pieces and bring it right back to Reuse, Repurpose, Replenish!

Take that transcription, write a blog, take apart that blog, and create some killer content!


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