Content Marketing and Your Brand

Everybody Loves a Good Story

Standard marketing practices historically hinge on one thing—the campaign. The general idea of the pitch is defined in the campaign, and the blank areas for content are filled in last. With content marketing, that concept is turned upside down. Content marketing is akin to creating a product; it’s building a concrete idea that becomes an extension of your brand. When these ideas come together through cohesive content, they become assets that can be applied to your campaign goals.

The innovative approach of content marketing is based on principles that work cohesively to create the foundation for brand storytelling. Traditionally, marketing is based on the value of your products and services. Content marketing shifts the mindset to finding and creating value in who you are as a company, separate from your services. That value is your brand story.

To pinpoint your brand story, ask yourself: What are the qualities you value as a brand? How are your values unique? How can those qualities be reflected in your content as a benefit to your target audience? The answers lead to your unique brand story. As you continue to enrich your brand story, you may find you have identified what your company stands for in ways you haven’t considered before.

The brand story becomes the unique core idea within your content marketing program. The focus then becomes the collective content effort. Each content asset alone has little to contribute to the company, but together, through ongoing prioritization and evolution, your brand story stays relevant and impactful.

Establishing and conveying your story through content allows you to map the marketing experiences that best express the story. Successful story marketing converts your audience of content consumers into valuable clients.

The distinction of content marketing is the subscribed audience in contrast to a target audience. Your content assets are valued by their ability to compel your audience to subscribe—to willingly provide their data in exchange for content they find valuable. At the heart of a successful content marketing program is content that gives value to your subscribed audience.

For content marketing to be a continual success, remember—your content marketing plan isn’t meant to be a rigid structure. It’s a fluid initiative built to create rapport and trust with your audience. You’re creating a long-term relationship based on your purpose and goals.

Lumegent values the innovative approach of content marketing and brand storytelling. We apply the tenets of content marketing to our brand as well as those of our clients. Through our marketing endeavors, we strive to create and share impactful stories.