Brand equity comes from a lot more than content marketing: Getting eyeballs on your site is commodity-level work. Your goal as the owner of a brand is to associate your site with a certain kind of content that is so meaningful, so relevant and so unique that it immediately jumps to the mind of your audience when they think about what sites to bookmark online. Here are three ways to get started:
- Handcraft: Create authentic posts for your social media outlets to promote your new content. As Alex Chris points out, auto-posts (the kind that are generated when you click "Tweet this," for example) are stale compared with your own unique way of writing.
- Syndicate: Submit your site to Alltop.com. This content aggregator, which offers an ongoing feed of topic-specific sites, is a great cost-free way to promote your credibility and establish name awareness. This is because more people will go there to find out "what's going on" in a certain topic than will go to your site. But it is much more than that: Your site's name becomes associated with other sites in the same playing field - establishing you as a viable content source within that community. If Alltop doesn't take your content, find another syndicator that will.
- Add A Slide: Most writers are not graphic experts, but slide templates are plentiful online. With a little practice, you can embed a well-crafted SlideShare presentation in your post. Ana Hoffman explains this in some detail at her site, but the bottom line is that combining a relevant post + presentation drives website traffic both ways - and it's the kind of content that gets featured and shared.
While there are many search engine optimization (SEO) tips out there, these pointers can help you to build a distinct and valuable identity for your brand name.
Copyright 2015 Dannielle Blumenthal, Ph.D. Dr. Blumenthal is founder and president of BrandSuccess, a corporate content provider, and co-founder of the brand thought leadership portal All Things Brand. The opinions expressed are her own and not those of any government agency or entity or the federal government as a whole. Contact her if you would like to request support.