How to Design a Content Marketing Strategy to Fix a Brand’s Image
It often happens that a brand loses a few points on its image capital due to poor decision-making processes or because of an accidental celebrity scandal. Regardless of the reason, your brand image suffers, and this translates into low customer engagement, a general feeling of poor trust toward your company, a cutdown in sales and so on.
There are plenty of challenges marketers deal with today — and fixing a brand’s image is perhaps one of the biggest. Luckily for everyone, things are not always as bad as they seem, and savvy marketers know that with the right strategy, they can win back the lost popularity points and even improve the brand’s image. So let’s see today how to design a content marketing strategy to clean up a brand’s face.
Match Your Strategy with Your Branding Efforts
This is where many companies get things wrong — they overlook that their content strategies should work in full tandem with their brands’ voices, visions, missions and core values. In other words, what a company and its marketing team needs to do is correctly identify the trigger that affected the brand’s image and understand how a content strategy can get the brand back in line with its message and core values.
Content marketing doesn’t mean simply telling people what you want them to hear, but transmitting them the messages they want to listen to, how they want to listen to them and when they want to listen to them. The first content marketing efforts should focus on what people perceived as being wrong with the brand and polish the messages the company sends to its leads, shareholders, customers
Invest in Business Storytelling Content Marketing
Let’s not forget that content marketing means written messages, videos, photo albums, apps and so on. The brand’s image can be fixed with competent business storytelling strategies that let people inside your history and activity, thus increasing your chances to regain your popularity.
Thea Millard is a digital marketing consultant and regular contributor for Happy Customers Review. She has more than six years of experience in working with small- to medium-sized businesses, helping them create and develop a strong brand identity and implement a sustainable marketing strategy.