Your brand is more than a logo or a tagline. It's a promise you uphold by delivering quality products, services, and experiences. While the design elements of your brand are important for capturing your audience’s attention and conveying emotion, customers can’t connect or become loyal based on visuals alone. Instead, people relate to stories, which are told through content marketing.
Content marketing determines how your brand is perceived by your customers. It’s critical to inspire them to take action and convert them into lifelong loyalists. Powerful brand stories told through content marketing don’t just equate to a feel-good moment; they build a lasting connection. Here’s how.
Content marketing personifies your brand.
Content that is rich with personality humanizes your brand and paints a picture of how it should be perceived by customers. Each person has unique characteristics that describe them, and your brand is no different. Use these to build relationships with your target audience and make your content more relatable. Personification can be achieved by telling a captivating story, asking rhetorical questions, and writing to entertain.
It evokes emotion.
Content marketing can be used to exploit an emotional response from your audience, whether it’s happy, humorous, serious, or another feeling. However, your brand’s story goes beyond emotional content - it should create a personal connection. Think of brands that have had success connecting with a target audience based on emotion - Dove’s Real Beauty campaign or Coca-Cola’s Share a Coke campaign. At every interaction, across any platform, tell your story through content that evokes consistent emotions that are authentic and meaningful to the audience.
It builds trust.
Consumers look to the most authoritative and influential businesses for credibility concerning a certain product or industry. Content marketing can position your business as the expert - especially when it’s supported by research, personal experiences, and other credible accounts. In fact, three-fourths of adults claim that content is more trustworthy when it includes data, and nearly as many people think that content with data is more persuasive.
It creates successful customer experiences.
If your brand story is told consistently and befittingly across platforms, it creates a positive and uniform experience for the consumer. This includes physical details like contact information, hours of operation, and prices as well as brand voice and emotion. A study found that 74 percent of customers actually get frustrated when a brand’s website isn’t relevant to the content that drove them there in the first place. A successful customer experience means that customers’ expectations surrounding your brand are being met every time.
Do you have a story to tell, but aren’t sure where to go from here? We’re experts in branding, content creation, social media marketing, and influencer relations. It takes all of these things, with a little help from a dedicated team like Gray Loon, to tell stories that make connections.