In the world of digital marketing, a well-constructed content campaign can greatly benefit the awareness of your brand. Content is king, but only if it’s executed in a creative manner that separates a business from its competitors. It needs to be consistent, clean, unique, and categorically strategized to appeal to desired target audiences. Sharing quality organic content can help establish credibility to both consumers and industry peers, and when it all comes together, the notoriety behind your brand will be able to flourish.
Struggling with how to get started? Use these steps to guide you through the process.
Storytelling is a method you can use to make your content interesting and different. For example, what would you rather read? A blog lacking substance that briefly advertises the basic information of a healthcare company? Boring! On the contrary, what about a blog that tells a success story about how that healthcare company positively impacted the life of one of its patients? Easy answer. Storytelling allows audiences to connect with your brand on a personal level.
In order to formulate creative content, there needs to be a noticeable sense of ingenuity in your voice and tone. Your voice and tone is the style in which your writing speaks to the reader, with styles spanning from technical to light-hearted and humorous, or sometimes a delicate balance of both. Your voice and tone should also be original and consistent, meaning your audience can expect each piece of your content strategy to read the same way, which often requires investing in the services of a professional content writer or digital marketing agency.
Consider the headline and lede as the hooks that incline your audience to engage with your content. Most of the time, readers will decide to click on a blog post purely based on the headline. And once they get there, it will depend on the lede – usually the first 3-4 paragraphs of the piece – to keep them reading the whole way through. The ability to write strong headlines and ledes requires practice. It usually doesn’t come on the first try, so don’t hesitate to take your time with it.
The concept of a “thought leader” is one who can answer key questions their audience is seeking to understand through experience and industry expertise. Thus, it’s one of the most creative ways to attract consumers to your brand. Considering not everyone is an expert, a content strategy equipped with thought leadership blogs offers something other brands don’t.
With these concepts in mind, you’ll be well on your way toward writing creative content that drives your brand toward sustainable success.