Content marketing (CM) and digital branding (DB) though follow different methodologies but they complement each other flawlessly. To understand it consider digital branding as oil in your business locomotive, and content marketing as the exceptional preservative in that oil which makes it last longer. Here is how:
Let’s first have a look at how content marketing is different than digital branding on different 3 different aspects:
- Value proposition:
The advent of content marketing has made the scope vast for businesses to strengthening their value proposition which is brought to them by the digital branding. It nurtures the consumer about what it is they are investing it, and what are the associated benefits with it.
- User Journey
The digital marketing incorporates the various channels which are part of the user journey, while in the CM the integration is held of the contents in it. The channel creates awareness whereas the actual information is delivered through CM.
- Purchasing Decisions
CM will consider user’s journey in each phase of the purchase decision while DM will consider your brands ranking in the list of the user in contrast to the rivals who offer similar products.
So, how you use CM to build you DB?
- Building Identity
When you want to build up a digital identity, you need to have a thorough understanding of the consumer along with the market offering and the company itself. There is need to understand audience beyond merely their demographics and to consider the factors which affect the consumer choice towards the selection of your product. Consider how this selection gap can be fulfilled and devise a content strategy which compels them towards the acquisition of the product. When you want to use content to build a digital brand, the key lies in understanding about your audience. Think more and more about how can your brand solve their problems and be valuable to them? A well-defined answer to this question makes your content stronger.
Lastly, give a thought to your own company. Building a digital identity requires you to have a profound understanding of the organization such as its mission, its vision, organizational principles, its policies, etc. This understanding assists you in communicating your organizational pillars via content.
Your organization is the prime component of building your digital identity because it is no longer about business it is about the people. The aim is to develop a content which successfully communicates your tale and takes on the audience in a consequential manner.
- Forms Consistency:
At every stage where people are engaging with a brand at a digital platform, the brand usually gets embedded in their reminiscence. Every time your audience is exposed to your brand at various digital touch points, your brand is subconsciously etched in their reminiscence. This is very similar to seeing something bright then closing your eyes only to see the image remains. Forming consistency across all platforms is pivotal. For this, use consistent words (names, taglines, blogs, newsletters), images (logo design, website look, favicon advertising), interactions (tweets, posts, updates) and experiences (website presentations, responsiveness) when you devise content.
- Enhance Visibility
It is of utmost importance to reach your target audience efficiently. To achieve this, you should construct keywords that are pertinent to your brand in order to get better search engine optimization (SEO) and better visibility.
- Develop Credibility
Your brand can become more credible if you share your brand’s stories with people. Since it allows them to get to be acquainted with what your brand has to offer, which somehow develops a trust factor relating the company to the consumer.
To sum things up, you can use DM to gain digital identity, make your brand visible and build credibility among the consumers.
Abdul Kaleem is the professional academic writer at assignment writing services that is working for the Arabic students on their academic writing problems.