(Or I’m giving up on you)
Gaining credibility and making a statement is very important for a brand. With all of your brand content, both online and off, it is pretty vital that you say more than, “we rule, they drool”. I’m not saying you have to be Mahatma Gandhi or anything, but making a statement that goes beyond brand propaganda or selling points is a huge selling point (go figure) for potential clients. Take, for example the idea of Elle Magazine UK, and the fact that they re-vamped (rebranded) the modern concept and negative connotation of feminism, causing their readers and potential readers to question the earnings-gap between men and women. This movement was the catalyst for a bill supported and passed by Prime Minister David Cameron that enforces the publication by companies of pay differences between the sexes. The campaign included a micro-site where women could compare their salary to the salaries of men in similar or equal positions. It caused debate amongst readers and received more than 135 million social media impressions in the ONE MONTH the issue was on the shelf. By creating more meaningful content and becoming “experts” on an issue, Elle UK set itself apart from other magazines and created a social movement which continues to have an impact on their readers and society in general.
According to my last foray into the blogosphere, you need to know what differentiates your company from all the others to be able to make a meaningful connection with customers; well, saying something that goes beyond a sales pitch can be your uniqueness! Create different, quality content around your brand, and if you have a cause near and dear to your heart and your company’s mission, then throw that in there, too! This allows your brand to connect with consumers on a different, more meaningful level. You create a brand image with credibility, and you create credibility by including in your content information or topics that resonate with your clients and potential clients. Credible content helps your website win on the search battleground by making your company a “searchable expert” in whatever subject you decide to expand your knowledge. Like when the Jamie Oliver Media Group and Gravity Road started working with Bacardi to publish cocktail recipes (good ones) then they saw that people were continuously searching the internet for them, but not by brand name. They created the Drinks Tube Channel which created credible and helpful content on a frequently-searched topic, made the company stand out from others, and vastly improved it’s SEO ranking. That’s what we all want, right?
NOW, LEARN TO SAY THE RIGHT SOMETHING WITH THE AGENCY, OR WE’RE GIVING UP ON YOU. JUST KIDDING, YOU CAN ‘SAY ANYTHING’! JUST KIDDING AGAIN, GIVE US A CALL, AND WE’LL HELP.