Can your content marketing strategy drive to your “brand” and help you stand out in the crowd? An interesting question… With many of the small and mid-sized professional services companies we work with, I can clearly see this happening.
First, just what is content marketing? Wikipedia says:
“Content marketing strategy is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential customer bases”.
Good enough. I like it. But what does this have to do with driving a “brand”? The American Marketing Association defines a brand as a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”.
IBM, Ford, and Apple all have recognizable (and extremely powerful) brands in the traditional sense, but what if you’re a small software services company, a law office, accounting firm, or plastic surgery center? Do you have or can you build a traditional “brand” that is immediately recognizable and that carries credibility with your prospective customers? I seriously doubt it…
But if a brand can establish your identity and help to differentiate you from your competition, don’t you need one? You bet, and I’m suggesting that, for a lot of companies, you can drive some of the benefits that a well-known “brand” offers through your content marketing strategy.