presents

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