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Online Content: The Fuel of the Modern Brand

Having a strong online presence is crucial for any brand. It's also fair to say that online content has become the fuel for a brand's success, therefore making it imperative for businesses to invest in quality content.

Think about the brands you’ve seen with amazing social content, who are constantly in the news and are forever getting their blogs shared. You might think ‘how and why does this happen to them?!’. Well, the answer’s simple; because they’re being creative and taking chances.

So, to start taking more worthwhile chances, come with us and explore the importance of online content and how it impacts brands.

Types of Online Content

At Modern Classic Digital, we see online content in three verticals; earned media coverage, blogs, and social content. This then covers the major online aspects of off-site, on-site, and social media.

Earned media coverage is the hardest and most time-consuming to achieve. Essentially, it’s when a third party, such as a journalist, writes about your brand. This coverage can be in the form of news articles, interviews, or reviews. Earned media coverage helps to increase brand credibility and reach a wider audience but takes time to arrange media assets and secure coverage. This is why so many brands hire an agency to win earned media coverage as it is so time-intensive and requires very specialist knowledge.

Blog posts are on-site content that should be used to indirectly promote your brand, answer questions, and add authority to your website. By creating informative and engaging blog posts, businesses can establish themselves as thought leaders in their industry and communicate with their audience in a very direct way. This type of content can also help with search engine optimisation (SEO), as search engines like websites that have fresh and relevant content.

Social media is perhaps the most popular form of online content, but this doesn’t mean it’s the best. There’s a huge amount of noise on social media, which can be hard to cut through. With platforms such as TikTok, Instagram, and LinkedIn, businesses can reach millions of potential customers, but the content needs to be absolutely stunning. To do this most effectively, many brands hire agencies to run influencer marketing campaigns for them, where they find success through collaboration.

Impact of Content on Brands

By creating informative and engaging content, businesses can establish themselves as experts in their field, but Rome wasn’t built in a day. Every brand needs to find its style and hook that captures the attention of audiences, and consistently build on it to establish market expertise. The impact of this is that the content can move customers through the marketing funnel, from initial product awareness to completing a purchase.

At the top of the funnel, businesses should use content to create brand awareness. For instance, by publishing blog posts or social media content, businesses can reach a wider audience and promote their brand. In the middle of the funnel, content can be used to educate customers about products or services. By creating informative content such as how-to guides, businesses can help customers understand the benefits of their offerings. Finally, at the bottom of the funnel, businesses can use content to encourage customers to make a purchase. For example, by creating product demo videos or reviews, businesses can provide customers with the information they need to make a purchase decision.

It should be noted that content should never be too sales orientated. If a brand has a strong market presence then results will come. However, telling customers to buy too frequently is an easy way to deter potential customers.

How to Create Quality Content

Creating quality content requires time, effort, and expertise. For this reason, hiring an agency can be the best way to generate quality content for your brand. Agencies have the experience and skills needed to create engaging and informative content that resonates with your target audience. Moreover, agencies can help businesses develop a content strategy that aligns with their overall marketing goals.

A huge benefit of this is that agencies can look at your business from an outside perspective. That means it’s being designed through the lens of a customer instead of an owner. Having this approach means the brand identity and values can be presented with more clarity and without an overwhelming sense of corporate identity.

Online content is the fuel of the modern-day brand. By creating quality content, businesses can establish themselves as experts in their field, build brand credibility, and reach a wider audience. Content also helps to move customers through the marketing funnel, from awareness to purchase.

So, if you want to generate quality content in the best way, then hire an agency. Start creating content that resonates with your target audience and helps achieve your marketing goals. It’s time to get your brand seen.

To find out more about getting your brand seen, get in touch today for a free intro call.


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