Updated: Feb 17
You need to create digital content for branding. Isn’t that something you’ve heard enough times? At this point, it’s starting to haunt you. What is content?
Well, it’s the entire internet.
Blog posts, GIFs, memes, articles, or anything you’ve ever come across on the internet can be deemed content. The digital content creator might even be unaware their musings through blog posts, or videos are being received as such. Yet, all their footprints on the internet count towards branding.
Online content should be done strategically. Any public steps you can take on the internet add or deducts points from your brand.
Creating Digital Content For Branding
Create A Buyer Persona
If you’re creating content for branding, you’re selling something, be it a product or service. But, who are you selling to? Instead of a collective, think of an individual.
What are this person’s dreams, pain points, fears, and fantasies? Because that’s who you’ll be making content for– a fictional buyer’s persona for whom you’ll be creating solutions and stories they can relate to.
Types Of Content
Choose a platform for your branding journey. Then, decide on the primary content you’ll be delivering on that platform.
These platforms can be:
The types of content you can create:
Informational videos, animations,
SEO articles, blog posts, social media posts, eBooks, emails
Audiobooks and podcasts
GIFs, Photographs, and Infographics
The platform you focus on will largely determine your content type. Pinterest, Instagram, and Youtube call for more visual content. Facebook, LinkedIn, and Twitter prefer a mixed package, though the scale tips heavily towards the written content. A personal website almost always benefits from blog posts with emails, eBooks, branding videos, and audio stories intended to keep visitors engaged.
While you should focus on a primary platform and content type, you have to dabble in everything for branding. For example, a digital content specialist could show you how to streamline the process and schedule simultaneous content uploads.
Keyword research lets you know the user’s search intent to provide solutions. When someone asks a question or looks for a product or service, it automatically strengthens your brand power if your content shows up.
People will know about your brand only when it’s visible to them. To do that, you need to appear among the first results on search engines and connect with your audience to get shares.
Google Ads Keyword Planner and Ahrefs are some of the Keyword planning tools. You can create a content map using these, along with Quora, Reddit, and various forums. Keyword research will help keep your brand alive with a steady content stream.
People who check your brand because of keyword-searched content also have a high chance of staying on your page. Doing so leads to sales conversion, increased brand awareness, and a solid brand reputation.
Repurpose Your Content
While it’s impossible to run out of content ideas, there might be days you don’t want to create a new one. Instead, you can repurpose your old content in other formats, such as turning a listicle blog post into a 30 seconds video with bullet points. As long as it’s in line with your brand and company, you’re good.
To know whether your digital content for branding is getting good reception, you can use Google Analytics, SEMrush, and other analytic tools. You’ll have a clearer idea of what you’re doing right and what you can improve on. The metrics you need to focus on are page views, traffic, bounce rates, engagement rates, conversation rates, and audience growth.
The bounce rate is an essential measuring tool, for it gives you a hint on precisely what bored your audience enough to leave the page.
The first piece of content you create will naturally pave the way for more as a digital content creator. The goal is to begin, and everything else will follow.