It’s a pretty well known fact these days that if you’re going to build a brand that sticks around, you need to offer valuable content for your audience.
This certainly shouldn’t come as a surprise to you, especially if you’re here.
What may be surprising though, is that we’re not just suggesting that you jump into writing standalone articles every week—that’s where a lot of entrepreneurs go wrong.
Here’s a new way to think about creating consistent content for your brand.
What is Content?
Defining this concept is simple but it’s a lot more than words on a page. Content is something, just about anything digital, that you offer to your subscribers and potential customers to keep them interested in the brand you’re building.
Examples of content:
- Social media posts
Why it’s Important
You need to build content for your brand because it’s what people connect with.
Ideally, your subscribers and visitors aren’t just your friends and family—they don’t know you or your brand the first time they happen upon your website.
Your visitors have their own lives, their own distractions, and they’re likely already dedicated to other brands—it’s your job to grab their attention and hold it long enough for them to make a purchase. After that first purchase, it becomes your job to get them to the second purchase (and a third, and a fourth, etc).
Providing consistent content is the best way to do that.
What Type do You Need?
For a lot of brands, making content means creating a blog.
We live in a society where people are constantly connected in new ways, so we always tell the people we work with—often to a great sigh of relief—that there are a lot more options than writing articles.
When it comes to lead generation and sharing your message, go with what comes naturally to you.
- If you’re a Chatty Cathy with a passion to share, start a podcast.
- Prone to off-the-cuff brilliance? Use lives and pre-recorded videos.
- Natural educators can find their niche in a monthly webinar series.
There are a lot of opportunities for building great content for your brand, you just have to find the right one for you.
How to Know the Right Content for Your Brand
This is the fun part. Your brand belongs to you, the message that you share with the world is entirely under your control. So is how you share that message.
To choose the right type of content for your brand, you need to figure out what you can create on a regular basis.
Consistency is the key here—that’s why so many entrepreneurs fail at this initiative. They think they need a blog but they don’t like to write. They put off writing to the end of the todo list and it never gets done. Months go by without a new post, your brand loses trust, and your community disengages—hello loss in sales.
You need to be able to create your content consistently so that you can keep people engaged and you can engage new people consistently. This way, people that are interested in your brand know exactly what to expect, and when to expect it.
Additionally, this main source of content is where you start when it comes to building out the deliverables for your Taproot Strategy.
Content and Your Taproot Strategy
Now, this is the basis of content marketing, and it doesn’t encompass all of the Taproot Strategy, but it’s a good place to start.
Once you’re sure of the main outlet for your regular content, you’ll be able to build your entire marketing calendar around its release.
When you’re creating the scheduled release of a main type of content, everything else coming from your brand at that time, should be structured about that topic.
For example, our main form of content are blog posts. When we build our calendar, we schedule the blog posts first. Then we schedule our email initiative and the social posts that will tie back into the article. All of the topics are interconnected in a way that allows us to have more marketing initiatives within the scope of our strategy.
When you focus on building out your content this way, it’s much easier to connect with your values, stay consistent, and control the message of your brand while you grow.
What type of content can we expect to see from your brand? Let us know in the comments.