A Content Marketing Approach to Building Brand Identity | Ctrl Digital

By Karl Hilzinger, CDO at Ctrl Digital ZA.

Within a decade, content marketing has grown from a novel marketing concept to a vital marketing tool used by many businesses. The extent to which content marketing contributes to digital marketing is determined by the amount of quality traffic it generates to your website. Content is key in the quest to generate quality leads and raise brand awareness, and it is crucial for sustained sales growth.

Though content marketing costs about 62% less than traditional marketing tactics, it generates about 3 times as many leads, according to DemandMetric. As a result, content marketing can be used as a crucial instrument in the marketing mix, helping keep the wheels of your brand identity in motion.

How does content marketing affect your brand identity?

To establish a true brand identity, your audience needs to understand who you are and what makes you different from your competitors. Brand identity is crucial since consumers are more likely to buy from a brand they recognize and trust than a brand they've never heard of. A person becomes more familiar with your brand each time they encounter branded content. However, exposure & brand awareness are not the only factors to consider.

1. Establishing authority & expertise

You can establish authority and expertise in your field by regularly publishing educational and informative content that provides solutions or insight into your audience's problems. By leveraging content and third-party validation such as testimonials, you aim to demonstrate that you know what you're talking about.?

2. Creating a foundation for trust

The best way to build trust with your target audience is to publish insightful and helpful content regularly. The content you publish should not be exclusively focused on sales but should demonstrate your concern for the problems your audience faces and your ability to provide the right solutions. The more information your audience has about your brand, the more likely they will trust it and later purchase your products and services.

3. Breathing life into your brand's personality?

Your brand personality sets you apart from your competitors and builds relationships and loyalty with your customers. Therefore, it is crucial to demonstrate your value beyond the products and services you sell. By aligning your business values and mission with your customers, you connect on a deeper level.

You have to consider more than just what you say to your audience. It's also how you say it, whether fun and friendly, creative and quirky, or confident and informative. A brand's voice and tone need to be reflected in its content, and this will ultimately depend on your audience, the industry you're in, and how you position your brand.

4. Increasing brand awareness & exposure

With every piece of content you create, you can reach more prospective customers. You can boost your SEO efforts by publishing content related to topics your audience and customers are interested in. As a result, your website will be more likely to be found during searches for your business, allowing you to gain valuable traffic from search engines and other sources.

5. Building strong customer loyalty

Marketing through content is not only critical to gaining new customers, but it is also necessary to maintain existing ones. You create strong relationships with your current customers by consistently offering new content and enhancing their likelihood of recommending your brand to others. In the end, a content-driven brand is built to attract and retain customers that enjoy, engage, and share their content.

Try content marketing from Ctrl Digital.

Our content marketing services are designed to achieve your business objectives - from content development to content publication, distribution, and promotion. Engage your visitors with results-driven, compelling content for your website, email campaigns, social media, and PPC (Pay Per Click) campaigns.

Ctrl Digital creates compelling content that brings your unique solutions & offerings to life, rather than simply using facts, figures, features, and data to show why your products and services are superior.