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Choosing the right content for your brand

Jana
9
minutes long

Understanding your brand

Picking the right content for your brand boils down to two aspects. Understanding your brand, and understanding the different types of content. With this in mind, we will first give you a blueprint of how to get a deeper understanding of your brand and see which content can best showcase it.

Having a good brand understanding is essential for your marketing plan

Core business idea

Your brand is or at least should be, all about your core business idea. Almost all businesses that have good brand recognition have a clear, well-distilled core business idea that they carefully weave into their marketing. As you cannot realistically claim that your company is the best, the cheapest, the most efficient, and the most experienced, you need to focus on one aspect and make it the core idea behind your company. Go give you a couple of examples:

Coca Cola - "We craft the brands and choice of drinks that people love, to refresh them in body & spirit".

Ikea - "We offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them”.

McDonald's - "We provide food and superior service, in a clean, welcoming environment, with great value".

The difficult part about core business ideas is not defining them. It's putting them into your marketing content. What's important to keep in mind here is that different core ideas work better with different types of content. Some are better suited for visual-heavy content. While others make better use of written content. Therefore, once you've outlined what your company is all about, you then need to consider how you are going to present it.

Different types of content

It doesn't take much experience with marketing to learn that there are various different types of content that a marketing manager can utilize. To name a few, you have:

  • Blog posts.
  • Infographic.
  • Videos.
  • eBooks.
  • Reviews and testimonials.
  • Social media posts.
  • Web stories.
  • Animations.

And various others. Among all of these, you need to pick the ones that suit both your brand and your audiences' preference. That is the surest way of achieving satisfactory results from your content.

What does your audience prefer?

A good marketer knows that good marketing content always addresses the target audience. This is equally as important when deciding on the topic of content, as it is with the type of content. Different audiences prefer different types of content. And if you want to have the biggest possible reach, you need to online what your audience is all about.

In order to engage your audience, you need to carefully outline which type of content resonates with them best.

 

In general, the younger audience prefers video content, while the older audience is still happy to read. If you are catering to a more casual audience, you might fare better with animations. But, if you are trying to reach a professional audience, you are better off using interactive content, and conveying valuable information. All in all, you need to consider your brand, and how your audience resonates with it if you are to pick the right type of content.

Relying on one type of content?

In most cases, it isn't wise to rely on only one type of content. Yes, if you run a relatively small company and are not worried much about reaching a wide audience, you can rely on one type. But, in all other instances, you will likely have to use different types. As you go along, you will get different ideas of what types to use, and how often you should use them. But, for starters, pick one or two that suit your brand and your customers best.

Style over substance

It is often the case in marketing that you have to choose between gearing your content more towards style or towards substance. Yes, ideally, you will have content that entails both. But, unfortunately, creating such content takes time, experience and often a lot of money. So, if you have to choose, try to again resort to what your audience currently craves. Casual content is better suited for getting people interested in your brand and easing them into your company. Here, you can focus on a style. Meanwhile, if you wish to inform your customers, the substance needs to be the priority.

Good marketing managers always know when to put style over substance, and vice versa.

 

Cost

Finally, an important aspect to consider is that every type of content has its price. As you can imagine, the written content is cheaper to create than visual. And, depending on their quality, animations are usually more expensive they live recordings. Your marketing budget will always be a factor in your marketing decisions. So, try to educate yourself on how much your content costs, and whether you can afford what you have in mind.

Final thoughts on choosing the right content for your brand

As you can see, there are many factors that come into play when choosing the right content for your brand. But, if it is any consolation, know that this isn't a set-in-stone decision. Yes, the more experience you have with a certain type of content, the more likely you are to improve it. But, if you feel that a different type will fit your brand better, don't shy away from experimenting. After all, if you want to stay in line with modern content marketing trends, you need to experiment and see what resonates with your audience.


The process of determining your marketing campaign is never easy. You first need to outline your strategy and have a good idea of your brand. And then you need to find professionals to help bring your brand into the marketing content. While there are a lot of factors that determine whether your marketing campaign will be successful or, the type of content that you choose can play a surprisingly important role. So, we will give you a couple of pointers on choosing the right content for your brand.

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