Creating original content takes time, effort and brainstorming.
A few brands are skipping this process, either reposting another company’s content or letting AI do the work. But what if you take pride in your content marketing strategy, using it as a critical part of your lead generation and trust-building process?
A good content marketing strategy is a differentiator. When audiences experience a relationship built on trust in your expertise, they think of your brand first when it’s time to make a purchase.
So, how do you let your potential customers know that your content is original? Drop a few breadcrumbs. Here are four to consider:
Personality: You’ve got a unique voice and tone to your writing, so push into that. Before people started churning out blogs using ChatGPT, they may have resisted putting too much personality in a blog. Today, it’s a sign that it’s you, and not the aggregate wisdom of the Internet, publishing content.
Not sure how to get the right tone? Think of it this way: You’re a unique person, and your brand is unique in your market. If your brand were a person, what would they sound like? What would they wear and what kind of hobbies would they have?
Use a Byline: Many companies publish content, like blogs and infographics, without any name or face attached. The same is true for social media posts. It is a good idea to include a byline and a short bio with your content to make it clear that you are an industry expert. It builds trust with your audience and gives your company a more authentic voice.
Conduct an Interview: Invite a business partner or even a competitor to participate in a video interview. Get their insights on a trend in your industry or discuss something fun coming up in your community. If you and another company share an investment in a local charity, make that cause the topic of your conversation.
Including an interview sends a strong signal that this content is produced exclusively for your audience.
Go Behind the Scenes: This is an easy one to try if you’re new to content marketing. From a how-to video to a tour of your facility, potential customers love to see what’s going on at your company. Demonstrate little-known uses of your product or get silly and show off a few parlor tricks from your staff.
Dropping breadcrumbs is a great way to make connections with your audience, build trust, and show them that your content is the real thing: original and made for them.
There’s more to a great content marketing strategy than just producing the content. If you’d like to learn more about how to execute a growth strategy, contact us at SJC Marketing.