We live in the age of distraction, there’s no denying that.
It’s more difficult than ever to get heard through the noise. Content is everywhere.
That’s because proper content marketing can and will sustainably grow your business. If your brand’s authority is strong, the content you’re creating lays solidly within your Brand Values, and what you’re providing will bring value to your customer’s lives they will turn to you for this knowledge and continue to come back for more.
Though content marketing is incredibly powerful in strengthening the relationship with your current fans, getting a new potential customer’s attention isn’t so easy. This is where the fight to get through the noise comes in.
Cut Through the Noise With Cohesion
It’s general marketing knowledge that it takes (on average) 7 touch points between your brand and a potential customer in order to get them to convert (aka make a purchase).
This is why cohesion is so utterly important. It strengthens the message you’re trying to make and ensures all touch points strike the same chord within your audience.
If the messages you’re sending are a jumble of ideas, offers, or random details your potential customers aren’t going to correlate any previous touch points to your current offer. You’re essentially starting from scratch each time you try to reach your ideal customer and you might as well just throw those advertising dollars out the window.
Building a thoughtful, relevant content calendar to guide your outward facing initiatives helps you to remain cohesive across platforms. Content calendar creation is a pillar we ensure our clients leave with, so get in touch if this is what your brand is missing.
4 Methods to Stand Out in the Future of Branding
If you’re still struggling to stand out in your niche it may require a bit more innovation.
Trends in 2019 are showing that brands may be taking some inspiration from the past in order to rise above the masses and stand out from competitors.
1 – Storytelling can captivate
Humans are naturally drawn to a compelling story. It’s hardwired in our minds to listen when a story is being told, and we quickly get invested in hearing it through the end. Utilizing this ancient practice can keep audiences actively listening.
When a brand tells a story that’s engaging, it humanizes the brand and it instantly more relatable. This has a tremendous amount of power when done well.
2 – Utilize Intrigue and Mystery
Similar to story telling, if you lead with an intriguing concept or level of mystery you’re going to catch some attention. A good mystery is eye catching and acts like a hook for the undivided attention of your audience. If you leave them with a little bit of mystery, the chances users will be enticed and likely to click to learn or read more.
Note: Don’t overuse this. Loyal fans catch on pretty quickly and can get annoyed.
3 – Incorporate Video
This one may be a given, but video remains king of content and tends to evoke the highest engagement. Videos give the user the ability to either watch or just listen to the content and that flexibility bodes extremely well for today’s ever distracted, multi-tasking audiences.
4 – Sound as “logo”
This is a fascinating one that is gaining some new attention recently. Creating a brand sound is not a new concept —think NBC or HBO or any radio jingle. These tunes stick in your head for years, heck maybe even decades. Think of the power in that!
Utilizing sound to your advantage to create an auditory brand connection is something that not many ecommerce brands are doing (yet). Creating a sound “logo” could be the leg up you need to beat a competitor. Using that sound throughout your initiatives further boosts your brand’s cohesion and strength.