For anyone who’s played team sports at a competitive level, one of the easiest things to do is to define success. You know who you’re competing against, and as an organization you know if you’re the clear winner or the clear loser. If your team is crowned champion at the end of a season, you’ve succeeded. However, success for a business is not as clearly defined. For example, two of the biggest businesses in the world are Coca-Cola and PepsiCo. While they do compete directly against each other in terms of products they offer, it would be ludicrous to say that one of them is not ‘successful’ because their sales aren’t as high as the other. They created two of the most recognizable brands in the world, Coke and Pepsi, and they achieved the kind of success that any business owner should aspire to.
How Content Can Help Transform Your Business Into a Brand
For any new business owner out there, you set your own goals for success. Maybe it’s something as simple as turning a profit, or reaching a benchmark in sales. Regardless of your short term prosperity, you should also be focusing on the premise of becoming a brand, and not just a business. This is important because you want your business name to stand for more than the sum of the products and services you offer. In today’s digital age, this can be achieved through online marketing. The content you write will ultimately be a massive factor in your transformation.
You Need To Define (Then Redefine) Your Voice
One of the primary goals of content marketing is to help your business have a clear, consistent voice. By understanding who your audience is and how you want to be perceived, you can effectively use language to talk about your products and demonstrate your expertise. This will go a long way towards the creation of an online brand, since you are the originator of your content.
The beauty of online content is that it’s not written in stone. As your company grows or you change strategy, you should also be looking at your voice to ensure it still matches the current direction of the brand.
Embrace The Idea of Dynamic Social Media Content
Social media has become a necessity when it comes to having serious brand presence. So many consumers get information from platforms like Facebook, Twitter, and Instagram. By not promoting on these platforms, your brand will not be reaching a large portion of your potential audience. Just like your content can evolve, your social media needs to follow suit based on interaction with those who follow you. Don’t be afraid to try new tactics (so long as they fall in line with your brand’s voice) to engage with your audience and create consumer loyalty.
Don’t Become Another Lost Search Result
Another essential function of content marketing depends on using the most effective search engine optimization (SEO) techniques to make sure that your business gets found online. When people use a search engine to look for a type of product or service, they will almost always start with the first result and work their way down the page. By appearing on the first page of a major search engine like Google, you’re demonstrating your legitimacy and moving one step closer towards becoming a recognizable brand.
A Successful Online Brand Depends on Thoughtful Content
The words that you use to define your business, and in turn your brand, should never be thrown together at the last minute. You need to put the same amount of care and attention towards content marketing as you do every other aspect of your business in order to have a truly successful online brand.
About the Author
Alex Barczak is a Content Specialist at OMNI Online Solutions. He produces distinct and engaging content written for each client’s unique persona while incorporating the latest SEO practices.