Why engaging content is a MUST for any brand
What does your brand say about you? You can probably already answer this as a business-owner. Or at least, you know what you want your brand to say about you. How do you know your perception of your business is translating to your audience?
The crucial link is content.
The content you present online is your first point of contact with customers. A whole new audience is buzzing through social media but you need to catch their attention. In our modern world of information overload, how can you catch and retain attention?
I’m talking about engaging content. Creating specific, quality content which inspires customers to continue returning to your business, and to share it with others.
The content you present to the online marketplace is what creates your digital brand. The audience who views your website and social media content will immediately draw conclusions about your business from the brand you present. Does it appear to be driven by sustainability? Personalised service? A luxury brand which values customer feedback? The type of business that strives for perfection? Quality engaging content will promote these positive aspects of your brand.
On the other hand, poorly written or generic material will read as lacklustre, slapdash. At best, this content will be perceived as boring, simplistic or indistinguishable from similar brands; at worst it can have a devastating effect on customer engagement. A social media platform or website littered with spelling and grammar errors feels cheap and unprofessional. Why should a customer invest their time and money in your brand if you haven’t invested time in crafting an accessible online brand to appeal to them?
You want to inspire trust in your customers, not trigger alarm bells.
We all know that first impressions count - that an interviewer decides whether a candidate is employable within a matter of seconds of beginning an interview. Your customers are just as astute – they will decide what they want within a minute of perusing your online platform.
It only takes a second for the human mind to make an assumption. You have precious few seconds to establish your brand in a positive light. Consider your platform as an interviewee. If a customer encounters a mistake, or simply isn’t offered anything to pique their interest within a minute, they’ll click out of your page and never return.
The key is to create content which is concise, hooks attention, and retains it.
As a business-owner, you might already be putting out content online. How do you know if it’s working? Strong, engaging content must be succinct, personalised, and consistent to work most effectively.
For each business, producing a bespoke brand image is a different experience. Working with a number of brands, I’ve found each client requires careful crafting to produce that unique brand which will propel them ahead in the market.
But once that brand is established, the possibilities are endless. Brand awareness is invaluable; it distinguishes your business within the market, fosters trust between you and your customers, a foundation which no business can be successful without.
Are you ready to move online? Or are you looking to energise and reconfigure your existing online output? I’d love to get talking.
Emily
Founder @ Evolve Chelsea