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FROM BRAND TO CONTENT
ways to use brand power to create great marketing content
What exactly is a brand?
First, what a
brand is not…
Brands:
there are 2 of them!
real brand strategic brand
1 2
The real brand:
a collection of thoughts and
impressions in the minds of customers
It’s what people say about you when
you leave the room
The strategic brand is the brand as you want it to be.
`
It answers the big questions: Why are we here?
(what is our purpose beyond profit)
Why should customers value our offer? (what’s in it for them)
Who are we? (what kind of company are we)
Levels of brand purpose
Levels of brand purpose
Levels of brand purpose
Building a brand
STEP 1: understand who you are:
brand
promise values philosophy personality story
Write down your promise (aka brand value proposition)
Customer oriented: how we make life better for customers
Deliverable
Distinctive
Compelling
Building a brand
STEP 2: deliver the brand
brand
: The brand delivery vehicle of choice for inbound marketers (especially B2B)
content:
The inbound marketer’s best source of compelling content
brand:
The #1 content marketing challenge:
22
26
33
39
45
52
64
Lack of buy-in
Lack of knowledge/training
Inability to measure results
Budget constraints
Producing a variety of content
Producing engaging content
Producing enough content
feeding the beast
a lot alike…
brand content brand mission
statement content marketing mission statement
what do we offer the customer
what value does our content provide
activate implement
5 winning ways to link
1. promise 2. philosophy 3. personality 4. internal activation 5. community
brand content
Content marketing mission
“Txchnologist offers an optimistic
take on the future and humanity’s
ability to tackle the great
challenges of our era through
industry, technology and
ingenuity.”
Corporate mission
“Our mission is to invent
the next industrial era,
to build, move, power, and
cure the world.”
1. brand promise → content promise
2. brand philosophy → philosophical content
“We believe in a
three pillared
philosophy of
MOVE
NOURISH
BELIEVE”
http://www.movenourishbelieve.com/
Facebook: 800,000 likes Twitter: 19,000 followers Instagram: 180,000+ followers Pinterest: 17,000 followers YouTube Tumblr, etc…
https://bongous.com/about-bongo.php
Brand personality 3. Brand personality → content with character
http://indium.com/
“From one
engineer to
another”
4. Internal brand activation → content activation
160+ blogs
blog on metalization paste
5. Brand community → community content
“When you choose Cat, you get what you
pay for — durable and reliable equipment,
and long-lasting relationships.”
https://caterpillar.lithium.com/
online forum
Brand-driven content ideas
What content: message, information, etc.
Delivery mechanism
Value of content to customer
How content/message links to brand proposition
How you benefit
brand
content
who &
why
drives content creation
delivers brand essence
brand
content
