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This free Lunch & Learn presentation will explain how, in the world of branding, what you say and how you look go hand-in-hand. Find out how using both together can take your brand to the next level.
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BEYOND THE LOGO:BUILDING YOUR
BRAND WITH CONTENT
BEYOND THE LOGO:BUILDING YOUR
BRAND WITH CONTENT
What is Content Marketing?
• Communicating with your customers and prospects without selling.
• Focus on delivering information that makes your customer (or potential customer) more intelligent.
• Telling your story in a way that is easy to understand, and creates a basic need for your services.
• Communicating with your customers and prospects without selling.
• Focus on delivering information that makes your customer (or potential customer) more intelligent.
• Telling your story in a way that is easy to understand, and creates a basic need for your services.
What is Content Marketing?
What is Content Marketing?• Content Marketing Channels• Content Marketing Channels
Who needs a content marketing strategy?Who needs a content marketing strategy?
• Businesses with a distinct mission
• B2B organizations looking to create long term client relationships
• Organizations looking to make changes to industry status quo
• Businesses with a distinct mission
• B2B organizations looking to create long term client relationships
• Organizations looking to make changes to industry status quo
Who needs a content marketing strategy?
Developing a content marketing strategy
Developing a content marketing strategyThe content auditThe content audit
Developing a content marketing strategyThe image auditThe image audit
• What image are you currently giving?
• Does it work with the content message?
• Objective evaluation
• Internal vs. external perception
• What image are you currently giving?
• Does it work with the content message?
• Objective evaluation
• Internal vs. external perception
Finding your audience
• Who is your target audience?
• Who is your current audience?Who are your visuals appealing to?
• Where can you expand?
• Who is your target audience?
• Who is your current audience?Who are your visuals appealing to?
• Where can you expand?
Who is your audience?Who is your audience?
Finding your audience
Where is your audience?Where is your audience?
Finding your audience
Delivering the key messageDelivering the key message
With contentWith content
Key MessagesKey Messages
Delivering the key message
Delivering the key message
With visualsWith visuals
• Visuals should match the message
• Visuals should be consistentDoes the audience know it’s you without your logo?
• Visuals should match the message
• Visuals should be consistentDoes the audience know it’s you without your logo?
Communicating effectively
Keeping to your core brandKeeping to your core brand
• Establish your identity
• Carry it through
• Stay true to your core brandAppeal to target audience, but don’t alienate your current customers
• Establish your identity
• Carry it through
• Stay true to your core brandAppeal to target audience, but don’t alienate your current customers
Communicating effectively
Keeping to your core brandKeeping to your core brand
Communicating effectively
Communicating effectively
Broadcasting a clear messageBroadcasting a clear message
Internal communication
Internal communication
External communicationExternal communication
Developing new materials
Content CalendarContent Calendar
Developing new materials
Developing new materials
Deliberate visualsDeliberate visuals
• Intentional DesignDon’t just look pretty, have an end game, a strategy
• Develop visuals in advance - give them the time they need
• Visuals should enhance the message, not detract from it
• Intentional DesignDon’t just look pretty, have an end game, a strategy
• Develop visuals in advance - give them the time they need
• Visuals should enhance the message, not detract from it
Developing new materials
Developing new materials
• Look for content across your organization – subject matter experts do not only reside in your marketing department, nor can content only be found in your active projects.
• Take an objective approach when analyzing your current marketing materials. Are they really accomplishing your goals? Do they enhance your content or fight with it?You may have different audiences, and different channels for those audiences. Make sure to match your content with your audience & channel, and don’t try to send everything out to everyone all the time.Planning is key. A content calendar will help, should use resources from across the organization, and need to be kept on top of to ensure you push out your content on time.Visuals should be planned out and intentional. They need to match your message and be consistent.
Takeaways
A creative agency that helps organizations brand & market
themselves through
A creative agency that helps organizations brand & market
themselves through
web,web, print,print, social media marketing
social media marketing