Brand content is king in the digital world and should allow you to stand out from the competition by defining objectives to reach your target audience. The company should work with all its employees to create content that meets their needs and follows its graphic design and editorial line. This internal communication can take the form of brainstorming and allows the editorial line to be harmonized with the company's values, as well as with the graphic design and needs of the company. This is an opportunity for the company's employees to produce more relevant and adapted content. This creates an effective synergy with the target audience.
What tone should you adopt for brand content?
We mentioned M&M's and its deliberately fun tone. Dove prefers a more professional style, with an emphasis on psychology. Candia opts for a neutral, specialist tone. Leroy Merlin, for its part, created a young couple to liven up its blog and FAQ section. This couple is buying their first home. There is a lot to do and they are starting to renovate.
To define the tone to adopt, you first need to know your costa rica whatsapp data persona. These invented characters that represent your target customer are defined as accurately as possible. Who are they? What do they do for a living? What are their opinions and social positions? What are their tastes and habits? What professions do they have? What is their purchasing process? The better we reflect the image of this typical audience, the more appropriate and relevant the content will be in relation to their expectations.
How to set an editorial calendar?
Once you have determined your ideal audience, you need to create an editorial calendar to publish your content marketing regularly. You will define the topics to be covered and the projects to be covered. To make this easier, you can use tools such as Trello or Google Sheet. You can make adjustments according to the media chosen, but remember that the tone used on Facebook is different from that of a blog or Twitter.
As with traditional press, there are also common topics. These unavoidable topics (Christmas, New Year, back to school, etc.) should be the subject of adapted posts and publications. In addition, we list product launches, conferences, professional events and trade fairs in which the company participates. Finally, we list the topics related to the company's area of expertise and the articles to be covered, establishing a link to other published content and thus generating an echo.
How to adapt your brand content strategy to different media?
We have seen previously that tone and style depend a lot on the brand and the target audience. To personalize the content, there are some proven techniques. A professional and fun tone has more impact. Always consider the time a reader spends on each medium. On YouTube, a 2-minute video seems to be a good average. Similarly, on Facebook, a post with a photo is more likely to be read. On Instagram, consider adding an emoji. The content should not be linear. It should always capture attention, integrating images, infographics or relevant keywords.