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Content is the Most Cardinal Tool of Branding

tyccAd | August 10, 2022 | Branding


In the era of ubiquitous technology and the evolution of digitalization, most people have been more glued to social media and other online platforms than ever. This prompted towards re-strategizing of branding methodologies with an inclination towards seeking the online attention, be it through Public Relations (PR), Digital Marketing, Online Advertising, or Content Marketing.

Attention Generation

While branding is imperative for businesses to escalate their growth trajectory through expanded reach, content plays a key role in connecting with the target audience. Creating interesting, catchy and quality content can be the best strategy to bridge the gap between businesses and related stakeholders for lifestyle, healthcare, food, education, FMCG, etc. Content comes to the forefront since how a message is communicated and whether or not it will draw the attention of the audience is of key relevance.

Content marketing is basically creating and distributing out-of-the-box content to attract, acquire and engage a clearly chalked-out target audience to achieve the basic goal of increasing net profit of businesses. It bridges the gap between what brands produce and what consumers actually want. According to Julie Fleischer, VP Marketing, Neustar, “Content Marketing provides 4x the ROI of our traditional marketing spend.”

Interaction Means Engagement

Content of any format – textual, graphic, video or info-graphic – becomes the key element to add value to any effective branding campaign, which encouraged businesses across the world to significantly increase their budget for content creation. Content is the key generator of organic search traffic, enabling connection with inbound customers. Quality content gives a consumer reason to visit and re-visit a website, thereby aiding to a steady interaction between business and its prospective consumers. Analyst Firm IDC believes, “The buyer journey is nothing more than a series of questions that must be answered.”

An informative and engaging content is certain to drive a consumer’s attention and inspire direct him / her to plumb and explore pieces of the content; thereby, gradually establishing a brand by giving a chance for its customers to know more about it. Quality content is created aptly for the search engine optimization, which makes the brand visible on online platforms and make more and more people give a peek into its products. To reach out to maximum number of customers Coca Cola once launched a campaign called “Share a Coke”, through which customers could personalize their own drink. While several brands got featured in the side of the coke bottles, through the tagline “Share a Coke”, the company successfully made its brand name common among the people.

Content Improves Connectivity

Engaging content boosts businesses’ social media outreach where readers can share interesting content with other readers. Social media is a major platform for effective branding and the various posts, comments and other engagements on these platforms build a brand’s authentic relation with the customer base. Catchy content showcases the power and expertise of a brand, which helps extensively in building consumer trust. To quote author Andrew Davis, “Content builds relationships. Relationships are built on trust. Trust drives revenue.”


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