How content marketing helps your brand’s identity
We all like to be the hero of our own story. And as much as we want our brand to be the hero, it isn’t. Your audience is the main character. They face everyday challenges, have problems and frustrations and need something to believe in. Don’t we all? The days of disruptive marketing are over. And that my friend, is where content marketing comes in. Mie Van Der Auwera, co-founder at MMBSY shares her most important insights.
Tell a story worth telling
As a content marketer you are your audience’s guide. It’s your job to help them solve their problems, create memories, educate them and make them dream. But keep in mind that your audience is not everyone. So be specific: Don’t tell a mediocre story to an average group of people. In the words of Seth Godin: “Do something that matter to people who care”.
WHY + WHO = do something that matter to people who care
That brings us to the next step: The WHY. Our quest for your unique brand story starts with why you do the things you do as a brand. And why "does that matter"? Without an understanding of that "WHY", we -content marketers -cannot tell a story that surpasses the ordinary. And remember our mission? Don’t choose average.
Brand purpose is important because it shows your customers that you’re not just your products, services, or advertising campaigns. You have a WHY—and it’s bigger than just turning a profit. It has an impact on the people it is intended for. It changes their lives. To succeed in this, you must have two important characteristics: empathy and authority.
Let’s talk about those people. Imagine you sell dogfood. Are you than going to market your products to cat lovers? If you do, you’ll have a mismatch of expectations. That’s why it’s important to define your ultimate target audience. Who is your brand intended for?
Know what is going on in that target group. Be specific, without stereotyping. Know your target group through and through, see them as "a tribe" of which your product or service is a part of. The key is to empathize with this tribe, to really want to connect with them.
Don’t sell, tell
As a content marketer you have the possibility and duty to go beyond the sales pitch. Make something for your “tribe”, that’s solves their problem and they’ll talk about it and tell others. If it spreads, it works. And now you’re building trust and authority.
In order to reach your goal, you have to show up – regularly, consistently, and generously – to organize and lead and build confidence in the change you seek to make. It propagates and strengthens your brand story, makes it relevant year after year and continues to engage and involve people. That is the secret of strong content marketing.