Whether you know it or not, you are telling a brand story with everything you do. From your tagline and website content to your online reviews and signage, everything works together to craft a story about your business.
While some businesses are intentional about their brand story, other businesses are telling a story without even knowing it. Some are telling the wrong story altogether.
So how do you tell the right story in the right way?
First, you need to know the definition of a brand story. A brand story is a cohesive narrative that informs consumers and inspires an emotional reaction.
Writing content for your website may seem simple. After all, you're the expert on your business. How hard could it be to describe that on your website? Before you dive into copywriting, there are a few tips you should keep in mind in order to make your website's content the best it can be.
Write for your audience
It's important to identify who your audience is in order to determine how to write about yourself and the products you offer. Make sure you are writing for your average customer and not using hard-to-understand industry terms.
Keep it simple
We know you could say a lot about your business, but it's best to keep it short and sweet when possible. Most people have very short attention spans and prefer not to read large chunks of content, so get to the point quickly.
Your website is often the first impression a customer has with your brand. With the short attention span of today’s average web user, it is so important to be intentional in creating compelling, focused, succinct website copy to engage readers and build brand trust. Here are five ways to optimize copy for your website:
Choose an appropriate tone
Your brand tone, or the way in which you communicate with your customers can and should vary depending on the context. When it comes to your website, avoid using jargon or industry-specific acronyms. While the tone used on your website may be less casual than, for example, social media, infusing personality into your website copy is a must!
On any given day, there are likely numerous people involved in the success of your business. Real employees are working diligently to get things done and real customers are utilizing your products and/or services.
As the world becomes more of a digital and virtual place, this human aspect of your company can become one of your most effective marketing tools. People want to get to know the faces behind your brand. Likewise, they want to hear from other humans about how your products and services worked for them. Marketing collateral has its place, but it's no substitute for real life stories about your brand.
Content marketing can be a successful marketing tool for many businesses. It can be used to improve SEO, educate prospects, and guide consumers through the buying process. Any business — regardless of industry — can utilize content marketing to make their business more approachable and relatable to consumers. It is a cost-effective strategy that engages consumers who are used to resesarching and educating themselves before committing to a purchase. Best of all, it can develop a connection with your audience as they begin to rely on you as a primary source of information.
Here are a few ways your business can leverage content marketing to reach your business goals:
In today’s world of technology, we have smart phones, smart televisions, smart computers, smart cars… you get the idea! With these various devices surrounding us every day comes endless access to all the information we could ever want or need to know. This is where your business can really take the opportunity to captivate their audience on a personal level and capitalize!
Did you know that businesses that prioritize blogging efforts are 13 times more likely to see a positive ROI? If you have been on the fence about starting a blog, we hope these benefits will help you make your decision easier. Blogging can be intimidating, but with the right resources and team in place, it can do wonders for your business.
We've all heard the saying, "Content is King." Stated by Bill Gates in 1996, this phrase is still true 20+ years later. The key to making your content marketing strategy work is adaption — you have to be able to change with the times and keep up with the trends in your industry. Here are a few key trends that are in right now in 2019 from Forbes.
Blog posts. Facebook. E-books. Twitter. White papers. Infographics. These are all types of content marketing platforms that can be used to build relationships online. At this point, you're probably well-versed in the benefits of content marketing and why it matters for your business, but creating all of that content can be daunting.
At Addison Clark, we create and source content on a daily basis for clients across a wide range of industry. Today, we're sharing some of our best tricks for sourcing content ideas for your many marketing platforms.
At Addison Clark, we work with clients in a wide-range of industries: healthcare, manufacturing, real estate, HVAC, finance…the list goes on. While these companies have very little in common, they all have the capacity of connecting with their customers through value-driven content.
Content marketing is about connecting with customers in a way that inspires, informs, educates, or entertains. This often looks very different depending on the company. Not every business will have a glittery, viral product, but every business has the capacity of connecting with their audience through quality content.