Is Content Marketing the New Branding?
Branding is no longer a company logo, tagline and brand colors. Yes, it helps people identify with your company, but it doesn’t necessarily make them want to buy from you. Branding isn’t something that happens overnight. The essence of branding lies in what does it mean. So words play an important part in establishing a brand, and what better way to do that than by creating content.
Joe Pulizzi, founder of the Content Marketing Institute and known as the Godfather of Content Marketing, describes it “as a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable actions.” Does that sound like something we should be doing?
Eric Schmidt, CEO of Google says every two days we create more information as we did from the dawn of civilization up to 2003. We need to create and convince customers and prospects to generate content that mentions our brand.
Frank Strong in a recent post on CopyBlogger talks about the web and its endless 24/7 cycle fed by content and social actions. Shouldn’t you be a part of that?
Here are some things to think about:
- Content is Currency – How are we spending ours? How much do we have to spend?
- You currency becomes more valuable every time it’s shared by someone other than ourselves.
- Your responsibility is to create content that’s worth sharing.
So take advantage of the tools that are out there, from blogs to LinkedIn, YouTube, webinars and the multitude of other options available to you.