“While what we want the public to think about our brand and what we actually offer may not always be true, you need to inwardly make that distinction and then continually strive to meet that image you already projected about your brand.”
~ Excerpt from Business and Brand Modelling 101 (Evan Promise)
I was discussing with Chioma yesterday about her brand, SUCA Speaks, and I used the above line from my e-book to explain something to her. We were talking about brand communication and rewards of content marketing with respect to personal branding.
I told her that the first step in content marketing for personal brands is to understand your audience, understand what they want, and figure out what they actually need. But before you can do that, you need to make a very important distinction.
Building your audience or community is one huge part of branding one cannot simply ignore. You can have good content and still watch your content marketing campaigns yield little efforts (especially in engagements and lead generation) because you are addressing the wrong audience.
If you do not want to start from scratch to build your community (opening a new account), you need to make a clear distinction between the kind of audience you want and what you have currently. Only then can you identify the kind of content that will bridge the gap, and eventually get you to the place you want to be.
Content creators in the house… how did you define/choose the best content for your pages/brands??