The right way to Change Your Brand Perception with Always-On Content Marketing

sustained content marketing

Always-on articles marketing is the only way to build new relationships for a brand.

Because my good friend Carla Johnson points out, you need only go through the rebranding MGM Resorts’ Las Vegas properties underwent to see what magic content marketing could work. If you’ve ever watched old movies set in Vegas, you know that all the romance revolved around the high rollers.

Entertainment entered the particular picture in the ’ 50s and ’ 60s once the Rat Pack burst on to the scene – but family-friendly entertainment? Let’s simply say that it was scandalous in most parts of the country if you took your child to Vegas.

That all changed when Beverly Jackson came onto the particular scene in 2015. With the central theme of entertainment, she produced content that will expanded each of its hotels’ appeal to new customer sections, including families with young kids, with one hotel – Circus Circus – now on track to compete with Disney for the family market.

But that kind of sea change didn’t come about with a one-off campaign – or perhaps a series of them. It came about with a sustained flow of content tailored to every property’s target customers, shipped on a multitude of channels.

Always upon marketing functions. Always upon content marketing works ever better, specially when trying to grow your brand.

Fast Takeaways:

  • Analysis your new target market and their particular needs.
  • Differentiate your new brand name voice from your previous a single.
  • Publish quality content plus sustain/increase the pace of publication.
  • Use data, creativity, and a consistent content technique to change your customers’ perceptions.

That will kind of sustained content advertising can differentiate your brand – not only from its rivals but also from its former self. The same content marketing concepts that set you aside from others in your field operate a rebrand or growth as well. Use these steps to swap out your target customers’ perceptions of your brand:

Position Your New Brand Image Strategically

Do some deep research on your new target markets, as well as trends within those groups. For example , the MGM resort hotels we mentioned earlier looked at the family-friendly giant Disney being a model, looking at what worked well and what didn’t to position themselves as a major player within the family resort niche.

Furthermore, it appears to be MGM has researched a few of the leading-edge trends in the industry too. The chain looks to corner the market in the autism-friendly resort sector by becoming the first resort to obtain an Advanced Accredited Autism Center (ACAC) designation from the International Board of Credentialing and Continuing Education Specifications (IBCCES).

With the increase in autism diagnoses in American families, this strategy ought to work to position the string as a leader in this niche.

autism sensory bags

Differentiate Your Brand Customer Experience from its Previous Self

For further than a century, Coca-Cola’s range topping cola has led the branding. With one exception: New Coke – a 1980s marketing disaster caused by the company’s dropping the signature beverage.

After declining revenues among 2012-2017, the company needed to prolong its brand beyond coca-cola. Rather than repeat the brand’s colossal misstep, Coke’s CEO kept the flagship product and produced new content to showcase its non-sparkling beverages, using influencers, employee messaging, and even Indiegogo to create buzz.

The lesson: think about your audience and what they want. Produce content in the formats they desire. And use influencers and employees to share it away.

Publish Quality Content Consistently

Whatever the niche you want to broaden into, you need to create content material that informs your potential customers, helps them conquer their particular challenges, and answers their particular questions.

Use data analytics to discover more about who they actually are, what problems they face, when and where they spend their time online, and keep listening on social media to learn exactly what questions they have.

Let those factors determine the content you’ll publish. Maintain all your content consistent with your new brand image – and release often , at least two to four times a week .

Each week. If you can’t keep up with the particular demand, outsource your content development to a content marketing company. When you’re rebranding, a consistent, sustained effort is critical to create awareness quickly.

Flirt with Trends, but Marry Long-Term Brand Technique

Make your own owned online assets the particular permanent parking spot for your content. Don’t make the latest social media flash in the pan be the place where you invest most of your time and money.

Those who invested most of their branding in MySpace, for instance, would have had to do an expensive about-face when that system faded into obscurity.

Keep your best content on your web sites and use your social media and other third-party systems as a dash of essence. That way, you can easily shift your own strategy once the next pattern comes along.

Use Innovative Strategies to Reach New Audiences

Image courtesy of Three Areas

Let’s say you make toys, and The disney produtcions taps you with the chance to create a line of Star Wars toys. You want to expand your brand into the adult sci-fi/anime market.

That will kind of move requires a significantly different brand image than your kiddie line. So , you’ll need to start publishing on channels that attract an adult audience.

Whether you create a brand-new website or create a individual section on your current website, you’ll need a new voice to reach the sci-fi/anime community. A sophisticated brand voice, paired with messaging on discussion boards and social media groups that serve the geek community, will go a long way toward reaching your new customer segment.

However you rebrand or expand, you need to create a brand voice that speaks to them in their language and find new ways to reach them.

Use Customer Segmentation to Drive Your Content Distribution

Whether you’re expanding your brand into a new market or rebranding entirely, it’s always a strategic proceed to segment your customers by their location, type of products they’re more likely to buy, and where they may be on their customer journey.

Buyer personas , particularly for the new segments, can help your creative team craft content that appeals to their particular interests.

It’s even more vital that you get your message just right once you change your brand image. That is why it pays to put in an additional effort to build an accurate purchaser persona for your new consumer segments.

Then, distribute your content on the stations they hang out on, as well as on your website.

Finally, Listen and Measure

Once you’ve released and distributed the new content that positions your brand in a new light, it is time to listen to what your own followers are saying about your own brand on social media.

Look for indications in their comments that show that they’ve shifted their perceptions in line with your shift within brand direction.

Then, dive into the data to see how your new focus on customers have reacted for your new branded content. Are they converting? Are they moving along the steps in the buyer’s journey?

Look at your own best-performing content, repurpose it into another form, plus republish it. With your greatest performers in front of you, tweak these pieces that aren’t carrying out to better reflect your brand’s new direction and your customers’ needs.

Whether you’re rebranding or even broadening your perspective, the best content can help drive your own brand message home. If you are ready to get more traffic to your blog with a sustained content marketing strategy with top-quality branded articles, check out our Content Builder Service . Setup a quick discussion , and I’ ll send you a free PDF version of my books. Begin today – and generate a lot more traffic and leads for the business.

The post How to Change Your Brand Perception with Always-On Content Marketing made an appearance first on Marketing Insider Group .

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