You are a personal brand. Why?
- You advertise yourself and/or your product or service
- People see you
- You create a “footprint”
- Your social media efforts come from you (or from those you hire)
That’s pretty much it.
Consumers are extremely confident in brand and product recommendations made by friends and family. If a potential customer reads about their cousin’s experience with a product they were considering in their Facebook News Feed, that information is treated with a higher level of authority than an online review from a trusted publication.
To target this trend towards friend / family recommendation shopping, many brands have cranked up their efforts to reach consumers via social media. Whether it’s “like” / “share” contests, or Twitter-only discounts, consumers are winning by following their favorite companies on social media and then shopping after they see a sale advertised.
When it comes to executing a thought leadership strategy, center it around becoming a leader in your industry. Even if you’re new and gaining experience in your field – think like a leader.
There are three different types of thought leadership:
Brands must be present everywhere their consumer is seeking information. Brands no longer own or control consumers. It’s the other way around.
Content is an important aspect of social media and blogging. Content allows us to build a brand, gain trust, and to market products and services.
Marketing with content is subtle. To get through with content marketing, we need to focus on what our target audience likes and wants. We have to learn to put our marketing message into the content. We have to learn to invest more effort into understanding our audience and what they’re looking for.
Results from this kind of marketing might include a premium food shop that displays recipes which includes ingredients found in the food shop. You get the idea.
Catch your target group where there is a real clear message to convey. This allows you to show your knowledge and build trust. Creating content that is close to what you sell and/or is an art. Social media offers new and exciting chances of spreading your content to your target groups.
Two important items for a strong strategy are:
These two items lead us to another concept:
Positioning is a strategic exercise that that takes distribution and marketing communications into account. This starts a “strategic management” of the brand. Positioning is vital and a must to keep your brand fresh. This “freshness” brings new interest and leads to new customers.
For a good positioning statement we have to give some attention to strategic thought. Strategic thought takes in competitor analysis (research).
Brands are recalled by consumers to solve certain problems throughout the day. Brand considerations are context specific and different contexts spark brand options. The most successful brands are linked to a wide range of different situations. Smart brands actively seek to expand their situations.
Positioning should act as a practical and powerful tool to help consumers focus their thinking. If you make content that zeroes in to help a consumer solve a particular problem, you’ve positioned your brand well.
The key is to position your content for brand awareness and/or recall. Remember context. Bring you brand into consideration by producing content with more options why consumers should use your product or service.
By analyzing the competition, the consumer, and the company in question (including yours), brands define themselves with strong positioning.
Positioning has evolved with strategic management centered around research and distribution. Do your research and plan your distribution with various social media channels and other distribution channels.
Later, I’ll write about how research helps with strategic management.
Sources for this post:
blog.socialms.com What’s Content Marketing again? March 25, 2016
thedrum.com Is it time to reposition repositioning? January 23, 2018
Content marketing is customer centric. That’s why content marketing has become prominent. It’s a big part of a brand’s arsenal.
Everyone can do it. Blog. Podcast. Video. It informs, educates, entertains, provides utility and is there when you want it. Marketing has explored other avenues of promotion rather than advertising. Content populates all media channels. The culture of content has changed. Brands and employees are publishers now…. so are customers. Demand for critical content creation has never been higher. Attention must be paid to what types of content can be re-purposed across channels and cultures.
Check out the original post from strong-content.com: Why content matters (no matter what type of marketer you are)
— Mike Bertelsen (@mikebertelsen) December 30, 2017
The following was originally posted to the SwordFlameMedia blog.
We want to manufacture something that won’t go to waste. We want to be a guardian of creation.