Content and Credibility: Nine Considerations

What is a brand and why does it matter when creating marketing content?

Well, let’s start with the definition. It’s one of those things people seem to know when they see it but, unless you’ve spent time on a branding campaign, the precise definition is probably not top of your mind.

The American Marketing Association defines it 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.” Any other feature includes such things like emotions, expectations, sense of community, and unique value received.

Why does this matter when you are creating content?

1. People feel connected to brands that seem to understand them or that seem to know what they care about and why.
2. Customers today have access to more information than ever before, they can be highly critical of brands, and they can easily choose to move on if dissatisfied.
3. Brands teach people about a product or service, including what to look for and how to buy.

How can you differentiate yourself with content?

1. High editorial standards speak to your respect for your customers and your company.
2. Diverse content types address the differing needs and communication styles of your audience and illustrate an understanding of their needs.
3. Content that educates your customers emphasizes your desire to share valuable information, not simply shill or sell.

What approach helps connect with customers, prospects, and stakeholders?

1. Be human. Write like you are talking directly to one of your customers, not like you are creating a business document.
2. Take a stand. Don’t be afraid to share your true thoughts and opinions. You will connect more strongly with those who agree with you, and it might even be okay to weed out those who believe something else.
3. Be honest. Address both your strengths and weaknesses when appropriate, and own up to mistakes and successes.

-May 2011