For small entrepreneurs, differentiating themselves from competition in the digital world may feel overwhelming. Thus, the importance of creating the right content strategy. Moreover, brand content and marketing content are essential tools that can easily facilitate goals. This can range from building attracting new customers, increasing the volume of sales or even building better relationships and gaining customer trust. This means that they can grow their small business online by identifying their differences and with the proper use of brand content and marketing content.
Brand Content
The purpose of brand content is to create a connection between customers and their business. This relationship relies on aligned values and common objectives that go beyond sales such as the personality of their brand. Having a well developed brand content strategy is a driving factor that leads to loyal customers. An example for a small jewelry business could be to share videos explaining where each piece is from and why they specifically use ethically sourced materials. These stories help customers feel more connected to the brand, making them more likely to repurchase. Statistics show that nearly “86% of consumers remember branded content more than traditional ads,” according to a study conducted by “Upland Software” which highlights the importance of this tool.
Content Marketing
Unlike brand content, content marketing is more action-oriented. Its purpose is to attract new customers and increase sales directly. It includes a variety of aspects, such as blog posts, social media advertisements, and more, which help promote or bring new users to the website and increase purchasing volume. An example for a small bakery could be to write an article named “5 beginner tips for cake decorating” while also providing a link to a decorating tool they sell in their store. This would not only offer valuable information but it also creates an opportunity for new sales of this product. A study conducted by Backlink shows “that 87% of marketers have seen increased website traffic from video marketing alone.” This demonstrates the importance of using an attractive content marketing strategy to grow one’s clientele.
Balancing Brand Content and Marketing Content for Business Growth
In addition, knowing how to balance brand content and marketing content can make a significant difference, especially for small entrepreneurs. Sharing the brand’s identity through brand content builds trust, while marketing content helps potential customers discover the business and make purchases. Moreover, it is crucial that the business’ message stays consistent. This can be done through an online campaign, blog articles or any other method. When properly combined, brand content and marketing content can create a powerful strategy that enhances the business’ online presence. Brand content promotes factors such as trust and loyalty, while marketing content translates promotions into business growth. For small entrepreneurs looking to grow, using both types of content effectively can solidify customer relationships and bring long term success.
