Whether you like it or not, content marketing has significantly evolved since the advent of the digital age. Gone are the days of relying on the printing press and other traditional means to incorporate brand content. In today’s world, digital tools and platforms dominate the marketing sphere, especially when it comes to content creation. However, while this makes it easier for marketers to create and distribute a brand’s content to their target audience, it also presents a unique challenge.
According to Hubspot, around 70% of marketers are currently utilizing content marketing tactics. In the case of content distribution, another study from SEMRush notes that 94% of marketers are using social media to distribute their brand’s content. With so many competing brands fighting for their target audience’s attention, it can be difficult for marketers to build brand equity that can establish strong consumer loyalty and preference. To gain a competitive edge, marketers must concentrate on creating and distributing engaging brand content that provides value to their target consumers.
Here are a few ways effective brand content can make a difference in increasing brand equity.
What is brand equity?
Most marketers understand the critical importance of brand equity—it’s likely the reason why we’re seeing so many businesses creating relevant content that influences their consumer’s purchasing habits. Take a look at how many brands are actively engaging their target audiences with creative content on TikTok as an example! However, while many marketers and business owners may throw around the term “brand equity” around in conversation, the exact meaning may not be clearly defined.
So, here’s a quick refresher!
Investopedia defined brand equity as the “value premium that a company generates from a product with a recognizable name when compared to a generic equivalent.” It sounds complicated, but I promise it’s a lot simpler than it seems. In essence, it is the measure of how well a brand captures consumer preference and loyalty. It is built around the experiences of target consumers with a brand. If a brand does an excellent job in generating memorable experiences with customers, the better their brand equity will be.
Maintaining positive brand equity is highly important because consumers are more likely to hold favorable associations with your brand, which strengthens brand loyalty. Of course, building brand equity is a lot easier said than done but that’s where effective content comes in! Through compelling content, you can generate memorable brand experiences for target audiences.
How can good content improve brand equity?
As previously mentioned, effective content creation is the key to building positive brand equity. Depending on your respective goals for you or a client’s brand, you can improve your SEO tactics, increase brand awareness, and improve brand positioning just by creating effective content.
Here are 3 other ways good content can build your brand equity.
- Good content enhances brand storytelling.
The heart of all marketing is a compelling brand story—and fortunately, most businesses have a story behind them! Storytelling is one of the best content marketing tactics to take advantage of these days. Regardless of the brand story you tell, you need to carefully blend the right quantity of creativity and relevance so that target audiences are engaged in a way that doesn’t sacrifice brand identity. For example, in 2015, Airbnb created an engaging video that highlighted popular locations their guests stayed in for the New Year. This content marketing strategy gave the brand an opportunity to connect with their audiences by emphasizing their key brand mission—helping their customers create memorable experiences while traveling.
- Good content builds trust in a brand.
Brand equity is nothing without the trust of consumers. After all, how can consumers have positive associations or experiences with a brand if they can’t trust it? The question is: how can you create trust in a brand? Well, content is your best friend in this case. By creating relevant, engaging blog and social media posts, you can attract the attention of target consumers searching for a solution to their needs. This is especially crucial if you distribute blog content across social media platforms. The more audiences are repeatedly exposed to insightful content from your brand, the more likely they’ll trust your brand as a source of expert opinion or facts. Beyond blogs and social media posts, you should also focus on developing visual content such as videos and infographics. According to a study from Venngage, 41% of marketers utilized infographics to reach their marketing goals. Visual content is a necessary part in building positive brand equity alongside written content. By generating a consistent content marketing strategy that interests your audience, they will continue to return to your brand, which can lead to brand loyalty.
- Good content establishes brand leadership.
Communication and content go hand-in-hand in building brand equity. If you continue to generate great content that provides value to your audience, you can certainly achieve that objective. It can also establish you or your client’s brand as an authoritative figure in its respective industry. Doing so can help you achieve positive brand equity that can create strong relationships and heavily influence purchasing behavior. Of course, establishing brand leadership requires a carefully planned strategy that incorporates insightful, valuable content. Depending on your objectives and your brand’s identity, you may choose to conduct extensive research to gain knowledge that can be used as advice for target audiences. This can further showcase your industry expertise, especially if you implement a creative content strategy. Many competing brands are already creating blogs, social media posts, white papers, case studies, and other content to cement themselves as industry leaders. As such, you will need to focus on ways to stand out. The good thing is that content is flexible and there are many ways you can create the best content that will garner your audience’s attention.
Building brand equity is no walk in the park—and neither is creating good content! But just because there aren’t any shortcuts does not mean you shouldn’t get started. Be prepared to invest lots of time and effort into generating content that gives your customer the value they want, including solving their pain points. By creating meaningful content, you’ll certainly gain positive brand equity that makes a significant impact in the long run.