Getting your brand message across to your target audience is probably one of the most important and challenging aspects of running a business. This is because people are more likely to invest in brands they recognize and trust. In fact, the 2018 Edelman Earned Brand study reveals that 50 percent of customers make a purchase decision based on their trust in the brand.
In the digital world, content plays a critical role in enhancing your brand image and winning the trust of the audience. Further, a solid content marketing strategy can set you apart from your competitors, securing your position in the industry.
Great content is what differentiates your business from the masses. Each aspect of your content, from the headline to the call to action, should deliver your brand message with power and conviction, thereby engaging and persuading your audience to act in your favor.
Read on to learn how you can create content that precisely delivers your brand message while boosting customer engagement and conversions.
1. Define Your Target Audience
Your audience’s persona will determine the type of content you develop. Keep your ideal customers in mind to create a brand message that resonates with their pain points, needs, personality, lifestyle, motivation, and interests.
For instance, if you are offering senior care services, your content for caregivers will differ depending on the type of care they are looking for. Thus, caregivers may be looking for in-home healthcare, independent living communities, or assisted living facilities for their seniors. In this case, your content will differ for each of these segments.
Knowing your target audience will help you create a customer-centric brand message that resonates with them. Delve into the following questions to define your audience.
- What are your audience’s main frustrations or pain points?
- How much are they willing to pay for a suitable solution?
- Where do they spend most of their time looking for a solution? Do they subscribe to any blog or follow a page or influencer on social media sites? Are they a part of an online community in your niche?
- Do they have any pressing queries related to the niche?
The answers to these questions will help you define your target audience and offer a detailed brand message that connects with them.
2. Determine Your Brand Persona
Once you are clear on who’s your target audience and what they want, it’s time to take a close look at your brand. What does your brand promise? What’s your vision? Do you have any brand values? What’s in it for your customers? How is your brand different from the competitors’ offerings?
Every brand has only one unique value proposition and that should stand out in the brand communication, enabling the audience to connect to the brand. For instance, Apple customers, ‘Think Different.’ Coca Cola consumers, ‘Share a Coke’ or ‘Open Happiness.’ Nike’s fitness-conscious customers, ‘Just Do It.’
Lastly, your organization’s core values should be at the center of your brand messaging. IKEA’s core value is, ‘To create a better life every day.’ This statement resonates with the brand and is communicated in whatever they do or say. They have a special page on their site, called IKEA Ideas, dedicated to enabling people to create a space they love calling home.
3. Watch Your Tone
The tone of your content should match your offerings, brand personality, and the target audience. For instance, if you are offering digital marketing advice to technology geeks, your content tone needs to be friendly, yet professional. On the other hand, if your business is about organizing stress-busting events for working professionals, your content tone will be a lot more relaxed and casual.
4. Promote Your Content on Social Media Platforms
Of the 4.4 billion internet users across the globe, nearly 3.5 billion are active on social media. In fact, the new 2019 Global Digital suite of reports shares that people spend one-seventh of their waking lives on social media. So, if you aren’t promoting your content on social media platforms, you are missing out on an opportunity to engage with your audience.
Most successful brands include social media promotion in their content marketing strategy, allowing them to build their brand image and drive traffic to their site. Further, getting active on social media can help you deliver a consistent message to your audience, enabling them to connect with your brand.
The chart below gives information on the most popular social media platforms for people aged 18 to 50 years. Use it to get your content seen where it matters the most.
Thus, if your brand is targeting Generation Z, you should ideally promote your content on Snapchat and Instagram which are the most popular social platforms for this type of audience.
Lastly, don’t miss out on social listening. Participating in online discussions and answer customer queries to encourage your audience to trust you. Further, these social interactions help create a strong brand personality, making you an authority in the domain. Active social listening can also offer you enough content inspiration for your next blog post.
5. Find New Ways to Get the Same Message Across
In order to make a permanent impression on your customers, much of your brand content should be related to similar topics and themes. However, by telling the same brand story repeatedly, you run the risk of boring your audience to death, Therefore, it is critical to find creative ways of telling your brand story.
Consistent communication in different formats can help you get the message across effectively, creating a deep impression in your customers’ minds.
Diversify the way you in which deliver the brand message to your customers. For instance, if your website relates to alternative medicine, you can start a blog that posts content related to various ailments and lifestyle disorders. You can also create infographics, sharing the latest health information and statistics.
Alternative media, namely infographics, podcasts, videos, and cinemagraphs can help reinforce your brand message while engaging all demographics. For instance, did you know that a short-form video can generate 1200 percent more shares than text and images combined?
So, if you want to improve your audience’s content consumption ability, start by experimenting with different content formats.
Very few brands are able to connect with their audience and get their message across. Those who are successful strive to create engaging content that not only adds value to their audience but also accurately describes their brand values.
For your brand message to resonate with your audience, you need to follow through on what you offer. The insights and tips shared in this post will help you create content that gets your brand message across, enabling you to connect with customers at a deeper level.
(Image Credit: Pixabay)