If you’ve got this far, dreamt up a great concept and planned the development of your brand, then you’ve definitely got ideas and expertise to share.
Don’t be scared to share your talent!
Even if the response may be slow or sometimes non existent, in time your writing, speaking and sharing will improve, more people will hear of you and you’ll soon make a name for yourself and your brand as a credible industry expert.
The key is to not give up. Keep putting yourself out there. Publish blogs, articles and white papers that include unique insights and write helpful articles on your website.
Use your audience insights and pull together content themes and topics you know will be most helpful to them. Use these to guide the kind of articles you write.
Curate your content
Content on your website, blog, PR and on social media should be judiciously curated to appeal to your ultimate consumer; a woman/man (per the personas) who your end user not only relates to, but aspires to be.
Aim to enhance not to sell
Importantly, your content should extend well beyond product tie-ins.
Not every post from you and your brand should be out to sell something. Identify occasions within your content
By identifying the occasions when people are most likely to use your product/service/offering and brand, you can match your videos, ads, messaging, website and campaign content to moments when people are looking for your particular kind of brand experience or product.
By expanding your communications to include as many of your brand usage occasions as possible, you could inspire consumers to increase use and/or purchase of the brand. But don’t stop there.
Consider writing for other experts, colleagues and similar brands in your industry. While it’s definitely time consuming to write bylined articles, it’s absolutely worth it. Use free news outlets to distribute your articles.
By doing so, you’ll build up your personal brand, reputation, and expertise as a trustworthy source of your industry's knowledge.
Better still, search engines will tag your site as valuable, and therefore worth of sending traffic to.
Best of all, you can link to other content within your articles that you want to push up in your search results. This will maximise eyeballs and is a definite win-win for your brand.
