Part 11: How branded content can help you to boost awareness and sales
Read time: 6 minutes
Content is essential to reach out to people. It might not be the most important factor in your business, but it’s the one most adaptable to change. It can continue to add value and boost your sales throughout time.
According to the participants of the survey, the least valued factor of a brand is its content. However, having useful, easy to understand and shareable information at your disposal can help you create contact moments to build relationships with customers and consumers. The more content is created by a brand, the more interesting it could be for followers and potential buyers to follow it. At the same time it creates awareness, and inspires new people to follow you.
Many schools and shops struggle to create interesting content for their social media channels, website, and can’t find a voice or style for their communication. Brands often have professional and usable content available that can help to bridge that gap.
Your product or service vs questions and experiences
Usually, people are not looking for your services or products, but rather they are looking for new experiences, or for you to answer their questions. Some of them don’t even know what they are looking for! If they find you by stumbling upon interesting blogs, videos, vlogs or articles, it creates a positive reaction. Share your story, the experience, the feeling and the life… In this way you’ll sell yourself and answer their questions!
Write what people want to know – and then what you want them to know
People read the headings first, then a few lines of the first paragraph, maybe some subheadings, and THEN decide if they want to continue reading the content. Writing all core information at the top ensures that if the reader decides to stop half, they still read the best information, or got an idea of the message. That first part of the text can be a bit provocative to draw the reader’s attention, followed by the most important information. The last part can add more interesting information.
Strategy vs coincidence
Plan before starting you project. Think about:
- Customer profile –who you are addressing your message to? What is their gender, age, work, income, relationship status, hobbies, sports, interests?
- List of topics – if you know who you are addressing, choose the best topics that can create interest in your customer, and structure your writing around these.
- Quality content – make high quality content that fits with your customer and answers what they need and want to know.
- Write, create, improve, filter, repeat – write blogs, make videos, infographics, take photos, etc. and find out what is working. Make sure that people can easily understand what it’s about and how it can help them.
- Be where it happens – make sure to share your message where your customers are. Not only to get your message across, but also to learn from what your customers think and prefer.
- Share –make sure everybody sees your content. Only sharing it on your own website or social media channels is not reaching its full potential. Work together with your friends, or riders, or with brands themselves to get the most reach. Content is made to be shared, so why not share it with others to begin with!
Test and improve – once it is out, measure what traffic it generates. For next time, look at what is or isn’t working!
Stock up articles
Be realistic when it comes to it. Are you struggling to generate content? Don’t promise to vlog or blog daily or weekly. Maybe you’ll only write 6 blogs throughout the year. Our advice would be to prepare your content beforehand in the form of an outline with topics, subheadings and a basic sense of what the conclusion of that content would be. When you are able to write, or video, or photograph, etc. try to create all of it at once. In this way you won’t have the impending deadline coming at you. When inspiration strikes, seize it, and make as much content as you can! Having it already planned out will help you get in the flow!
Be honest, how many times where you distracted by reading this article? Now, daily life goes by fast, and is full of distractions: buzzing phones, notifications and minute to minute planned schedules. If you got distracted now, the same will happen to your target group or audience.
So make sure you content is easy to get back to, and use clear understandable writing with accessible headings and sub headings. By writing a conclusion, if the reader doesn’t have time to read the full blog, they can understand what the message was by read the ending.
Our tips: Keep it clear, simple and share something interesting. Avoid the dreaded “wall of text” that’s waaay to long to read. Make content that is useful to them, and to you too.