We’ve all heard when it comes to marketing, content is king. But what kind of content is there, and which makes the most sense for your brand and industry? In their most recent episode, Content Strategy for the Modernized Brand, enVisioning Success podcast hosts Laura and Julia review how refreshing your brand means refreshing your branding and how that’s more than just a modernized logo or a palette swap. In this blog, we’re expanding on the types of content you can make and how picking the right content for your brand can be a decisive part of your marketing strategy. Learn which type of branding best uses your resources for your industry, products, and services.
How Different Industries and Brands Need Different Content
There are many different types of marketing content, but today we’ll be going over the big four: social media, blogs, PR, and email marketing. Each has strengths and weaknesses and fits better into certain kinds of marketing and business strategies and client avatars. Whether you’re already doing these or don’t have any marketing department at all, focusing on the right types can provide better ROI.
Using Social Media to Build an Online Community
If you really want to use social media to its full potential, it’s more than just posting. You’ve got to target your content, run ads, and respond to comments, messages, and reviews. As we’ve mentioned before, being on all social media platforms can be a trap, spreading yourself out too thin and not targeting the right clients through content and advertising. Picking the right platforms and focusing your content, engagement, and communication makes the biggest impact.
Using Blogs to Show Expertise in Your Industry
As the primary blogger at Vision (for both this brand and our clients) and the one who reviews website analytics the most, I can tell you that more website content means more visits. Blogs are the easiest way to inject new content on your website and show expertise, and targeting that content comes down to knowing SEO. These blogs also make for great content for other platforms, such as social media and email marketing.
Getting Your Business & Leadership Seen Online
Sometimes the best marketing is using that of another brand through public relations marketing. This comes in many forms, such as:
- Press Releases: If you’ve got a new product or service, opened up a new location, or hit a milestone, a press release on a local, state, or industry level can get you in front of a lot of eyes. You need to figure out what’s worth the press release and then work from there.
- Article Pitches: Similar to press releases, article pitches can help people in leadership positions in your company show their expertise through articles submitted for local or national publications. It works: just look at the large list of articles our own Julia and Laura have gotten published!
- Public Speaking: Another option for leadership is public speaking. This covers a whole gamut of options from the more common webinars and seminars to less common ones like video interviews and podcasts—whether starting your own or pitching yourself to others as a guest.
Using Email Marketing for Customer Retention
Getting email addresses from customers and interested audiences can be leveraged into marketing to retain customers and have them coming back for more. Email marketing can be used to automatically follow up with those who have interacted with your site (bought products, subscribed, etc.) or regular newsletters for customer retention. Just make sure you’ve got the right email marketing platform and content to back it all up.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox.
Whether you’re modernizing your brand or just your marketing, it’s going to use up a lot of your resources: time, expertise, and money. Working with a marketing agency like Vision is an investment that can yield big returns. By putting an agency in the driver’s seat of your marketing, you can better expand your online presence and let us handle everything from regular content marketing to reputation management. Learn more by reading our blog and contacting us today for a consultation.
