First of all, what exactly is content? Is it my blog posts? Social media? eNewsletters? There are many definitions out there. The most accurate is this: Content is anything you produce for the benefit of your customers. The best content is also engaging and supports your brand. Content affects brand in every communication you have with your audience.
- Copy, images, easy navigation and tool tips on your GOAT website
- Precise descriptions of your GOATs in a printed catalog
- An inspiring personal GOAT story video you shared on YouTube
- An eBook you wrote about how to buy the right GOAT
- The GOAT health webinar you scheduled for next month
- The infographic that explains the importance of GOATs
AND it’s all the things you think of first, like social media and blog posts. Good content engages possible goat buyers with your brand and its herd of goats by providing useful information when they need it and where they can easily find it.
Whatever content you produce, content affects brand. Your content will be associated with your brand and inseparable from your goats in the mind of your audience. It could do your business a lot of good. They might start to think of you as a goat expert they can rely on, or they might look for your content to bring a smile or to inspire their future plans with their goats. It’s up to you to give them the impression you want to make.
6 things good content should do:
1. Engage your audience on their terms
It should be very convenient for goat buyers to find your content when they want it without interrupting their day. Social Media, Direct Mail, Email, RSS, SMS, blogs, Advertising… However your audience chooses to receive communication, you should be creating content for it. The more contect you create, the more content affects brand.
2. Be relevant to your audience
You are not the hero. They are. You’re here to give goat buyers the information they need to save the day on their own farm. They won’t forget you after the information you provided gives them the power to be the best goat owner they can be. Does your target audience respond better to goat care tips or to goat breeding information? Whatever the answer is, create content that directly answers questions your audience has.
Don’t know what the questions are? Create a simple survey and send it to them. As them directly when you speak with them. Have a “suggestion box” or “suggestion inbox” in your store and on your website, as well as on any form of communication you send out.
3. Have a continuous cohesive message — a story
It should be easy for your readers to find their way around your content and know who is leading them. Follow a content style guide to make sure the voice and tone of your content stays consistent. Goat buyers will get used to the way you talk about goats and goat-keeping. Make sure your brand‘s story has clear paths customers can easily follow along and form a habit of returning to you again and again to get the information they need.
4. Fit the channels you choose
In other words, if your goat buyers are always on Pinterest, don’t write a long wordy post on Pinterest, give them beautiful images of goats or fun goat-themed infographics that lead them back to your website. On email, keep it short and simple with lots of link to your website. In fact, ANY email or online communication should have a link to your website. Every marketing channel has specific way of marketing through it. In each, content affects brand in a personal and channel specific way. Treat your marketing channels according to that channel and its audience. Every marketing channel’s audience is slightly different. Creating purposeful content that fits that channel will optimize your responses.
5. Be re-usable
For the most part, you will want to stay away from time-keyed messages and trends. The information should stay relevant over time. For example, it might be alright to have a cute post about goats wearing ugly sweaters during the holidays. However, a more evergreen subject, like how to choose the right kind of food for your goat, would be best for the majority of your content .
6. Have clear, pre-defined, and measurable goals
Ultimately, the work you are doing creating all this content should have a purpose in mind that will benefit your business and give you a benchmark for achieving success. If your goal is brand awareness, you want people to know who you are and what kind of goats you sell. So, set a goal that increases your social media followers, page views on your website, or views of your videos. Make sure your content, and where you place it, is geared toward meeting and exceeding the measurable goals you choose. And know ahead of time where you will find the data to gauge your success.
Your content is every bit as important in establishing your brand as your logo and mission statement. Don’t leave content to chance. Have a plan and make sure all of your goat ranch hands know what to do, when to do it, and why when they go to create content for you. Content affects brand in everything you do.
Let Us Help You:
If you have a goat or just about anything to sell but don’t have the time to establish a solid content and brand guidelines, let Key Paragon help you. We are a Marketing Solutions and Advisory firm. We partner with our clients to address their most important marketing challenges, whether it be branding, strategy, process automation, social media, analytics, or marketing technology. Happy GOAT marketing!
Contact us today and we will build you the Greatest of All Time product Brand!
Want to know more about How to Market Your GOAT? Take a look at our other blogs here.
Special thanks to World Vision Gifts for the great infographic and for doing good in the world.
Upholding brand integrity is something Shannon has been driven to do for everyone she’s ever worked with — an instinct more than a choice. She loves to get to the heart of a brand or product, learn about its heroes, understand its audience, and tell its story. Finding both science and art compelling, she studied biological science, business communications and design for print, digital and video media… leading her to the perfect blend: Marketing.
Her skills include creative team management, results-driven creative optimization, content development, and creative project management, as well as brand strategy. Learn more about Shannon’s career, brands and branding at her Uprise blog.
“Courage is found in unlikely places.” ― J.R.R Tolkien
Erika is a data and targeting expert. She has developed many segment analysis processes and target populations in order to support business initiatives. Her passion in chaos theory and fractal analysis helps her view data in a very unique way.
Erika enjoys also reading about the future of work and how we can bring it closer to the present. “How we work today will be so different in 10/20 years from now. It’s exciting to see what will happen given all the economic, human, and technical evolution we are currently experiencing.”
…and Han shot first…