How to Make Sure that your Content is on Brand and Hitting its Target

In this digital age when it seems as if everyone you know is marketing a product or service, it is more important than ever to ensure that YOUR content is on brand and on message.

It’s so easy to hop on someone else’s bandwagon, or, to lose sight of what inspired your brand in the first place. Or, perhaps you are just getting started and, while you know the relevance of on brand content, you don’t quite know how to begin.

If any of these scenarios apply to you, then read on – I can help!

First up, what exactly is branded content?

1. It is any of an assortment of online material (written text, images, videos, graphics, tutorials, testimonials, etc.) that reflects a particular interest, a set of values, and/or a viewpoint on a particular product or service.
2. Branded content typically has an intention of some kind or other. Most often, it seeks to inform, entertain, or persuade.
3. The best-branded content is consumer-centric. Essentially, this means that its primary purpose is to serve an audience or a community by delivering something of value. This can be in the form of information, a freebie of some kind, or even just something that will make others laugh.

Next, what is the difference between branded content and content marketing?

Some of the differences are subtle, but they exist all the same…

1. Branded content is less “in your face” than content marketing. It tends to focus less on actual products or services and MORE on engaging the audience with helpful tips, tricks, or tools.
2. Branded content seeks to create an experience (or a series of experiences) for the audience. It frequently uses storytelling (check out some of my best storytelling tips and tricks here – link to pdf) to create a narrative that is interesting and that encourages the reader to want MORE – details, info, etc.

So, if you want to make sure that the content you are putting out matches (or connects) to your brand, then take some time to think about how the two ALIGN with one another. In other words, people should be able to hear YOUR voice when they read or watch your content, and they should know what you stand for – as a person, and as a business.

It doesn’t mean you have to take a political stance, but it should mean that your values are clearly expressed. It’s an opportunity to let your personality shine through.

And, speaking of personality, it’s also essential that your content reflect the wishes, needs, and desires of your audience. After all, the point of branded content is to engage and attract more followers (and ultimately, more customers).

By knowing the personality of your target audience (i.e. who they are and what they are looking for) you can hone in on creating a series of specific and relatable messages that speak directly to these individuals. For more on this, check out my free download on Creating Your Customer Persona.

In summary, I like to give the small businesses I work with this brand checklist:

Essentially, this means that before you hit the, “post,” “send,” or “share,” button, you give this checklist a once over.

1. Does this piece of content align with the values of my brand?
2. Is this content “other-serving?” That means that its goal is to help someone other than you.
3. Is it just the right length – i.e. not too short, and not too long?
4. Does it tell a story, or does it share some relevant (to your audience) information?
5. Will it leave your audience wanting more? This could mean a follow up post containing more info, a continuation of the story you shared, or the results of a game or contest that you’re running.

While the checklist isn’t meant to be a set of hard and fast rules that can’t ever be broken, it is meant to serve as a rough set of guiding principles to help you stay on track with your branded content and make sure that your message is always clear and intentional.

At the end of the day, creating content isn’t always easy, but it shouldn’t be a total drag either. If you’re finding it too time consuming, or you can’t figure out what to post and when, reach out to me. My passion is helping small business owners – just like you – find their voice and make an impact on their audience and larger community.

Here’s to telling the story of your brand!

Email: catherine@catherinenikkel.com

Facebook: https://www.facebook.com/profitablestories/

Need help telling your story in your own voice? Let’s make it happen. Schedule a consultation with me here