Throughout this sustainable content marketing guide, you may have heard me use the words “business” and “brand” interchangeably. That’s because every business has a brand attached to it.
If you’re just now building your business from scratch, make sure you don’t skip over branding. It’s a pivotal step that goes beyond designing a logo and choosing your brand colors.
Designing your brand means designing the energy with which you show up online, in order to sell your products or services. Business is the what. Brand is the how.
If you’ve made it this far through this 8-part framework, then you’re probably convinced that creating content is an important part of how you make money.
I’m super excited for you to build your audience by creating captions, blog posts, videos, and audio. Depending on where your target audience hangs out online, you may lean more towards podcasting or creating Pinterest pins. But guess what. All types of content begin with writing.
So how will you write content that helps you meet your sales goals?
You will look at the guidelines you established while you were designing your brand, and you will use them as checkpoints each time you’re about to post something new.
How do I stay on-brand with my writing?
- Staying on-topic
- Pulling ideas from keyword research tools
- Using your brand voice and personality
- Keeping a brand bank, which helps you copy and paste headlines, hashtags, phrases, and key messages you want to repeat over time
You don’t have to be dull or bland in order to be effective online. Hold onto what makes your brand stand out from the crowd. At the same time, if you want the Google algorithm to favor your website, you must stay on topic. Going off-brand will confuse and repel your ideal audience, along with the Google robots.
That’s why you conduct keyword research. You eliminate guesswork, while strategically choosing a variety of keywords that all point to common themes and goals within your niche.
I could go on and on, but we still have to check out restful productivity, one of my favorite topics of all time.