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Content Marketing: The secrets to a better brand promotion

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23 June 2021
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Content marketing is one of the most effective methods of gaining exposure for a brand and bringing potential customers into the sales funnel. By integrating strategic distribution, search engine optimization and inbound tactics as part of this approach, most businesses see excellent returns on their investments in content marketing.

Building a content marketing campaign strategy around specific goals the business wants to meet helps narrow the focus, which improves results. Brand promotion, for example, requires different content than product marketing. Here, members of “Young Entrepreneur Council” explore eight content marketing secrets that all business leaders should know about to successfully promote their brand.

1. Focus On Problem-Solving Content

Focus on creating problem-solving content first. Businesses frequently obsess about top-of-the-funnel content that grows traffic without delivering conversions; or, they will expand upon new product revisions and exciting features without providing sufficient context. Instead, focus on your target audience. Craft use cases to show how your brand delivers successful solutions, interview successful customers or create exemplary demos that your prospects can play with before they get in touch. Simplify the process by bridging the gap between a service or a product and the actual outcome in the context of your ideal customer’s business.
- Mario Peshev, DevriX

2. Generate Ideas from Social Media Trends

Generate content ideas from the trends your customers are interacting with on social media. For example, if your target audience is Generation Z and millennials, check out what’s happening on TikTok, Instagram, Reddit and YouTube to see what they’re engaged in and what they’re creating their own content about right now, and then join them. Involve your product or service while leveraging trends online to increase brand awareness among your customer base. Create blogs and videos on your site that cover trending topics and show how your customers can achieve or become involved in them (ideally, by using your products and services). Then distribute that content on the appropriate social channels to drive traffic and sales back on your site. Show customers how they can recreate trends with your products.
- Emily Stallings, Casely, Inc.

3. Incorporate A Q&A Format

One of the best secrets for content marketing success is to incorporate a Q&A format into your content. Ultimately, content marketing is about generating brand exposure through web search traffic, so optimizing for searchability is key. A leading way search engines parse the results they find on the web is by matching content with the queries users submit in the search bar. So a good place to start when deciding what to include in your content marketing is by asking the kinds of questions your ideal clients ask in their online searching. See what results pop up from high-ranking competitors, then make sure your content is answering the same questions in a thorough and truly helpful way. Not only will this increase your value to the client, but you’ll also get a free boost in traffic.
- Richard Fong, Automatic Growth

4. Reuse and Repurpose Content

One of the biggest challenges for brands across all industries is publishing and sharing content consistently. Creating high-quality content takes time, but that’s what every brand should strive for, of course. When you are either short on time or simply have run out of fresh ideas, a great way to share quality content is to repurpose your existing content. Reusing all or parts of existing content in a different format is a great way to save time, expand your reach and keep Google happy. Start by finding the pieces of content that have received the most engagement, then determine which format would work best. Build an infographic to represent content visually, for example, or create a SlideShare presentation from a blog post.
- Blair Thomas, eMerchantBroker

5. Make Your Content Stretch

The biggest content marketing secret is that you have to work hard to make your content stretch. Most companies will just put content out into the universe without a system to capture interest, convert leads, recycle that content or leverage multiple platforms. The real winners keep the big picture in mind and hustle to put elements in place further down the funnel and in various other places to maximize the content they’re putting out.
- Kaitlyn Witman, Rainfactory

6. Push The Audience’s Emotional Buttons

The secret ingredient for content marketing success is emotion. No matter what kind of content you’re making, try to find ways to hit your audience’s emotional buttons. You can choose to inspire them, make them laugh, induce the fear of missing out or pique their curiosity. If you look at the top posts on social media and in the blogging arena, it’s the ones with emotional headlines and content that stand out more. Use emojis, work on your headlines and otherwise try to make content that excites people and drives more traffic to your brand.
- Blair Williams, MemberPress

7. Seek to Educate and Highlight Expertise

Content serves several important functions, from establishing you as an authority in your niche to calling attention to your products and services to search engine optimization. You can often combine these purposes within a single piece. However, many blog posts, videos and other content will have a more specific purpose. As an overriding content strategy, seek to educate and demonstrate your expertise, rather than simply brag about your brand or products. This means going beyond your own business to look at wider issues in your industry and various problems that affect your audience. This not only helps with SEO, as you can rank for more terms, but also helps you build trust, as it shows you are someone who is knowledgeable at providing solutions.
- Kalin Kassabov, ProTexting

8. Don’t Ignore Content Distribution

Distribution is as important as creation. At the turn of the last decade, everyone talked about the royal status of content. And yes, to a large extent, content is king. But distribution is the kingmaker. You can create great content consistently over a long period of time, but if you can’t get it in front of your audience, you haven’t achieved communication or the business results that come with it. As you do market research for demographic information, find out where your prospects congregate online. YouTube comments, email newsletters, social media influencers, the trends they care about and more can offer insights into how to distribute your content assets once you create them.
- Samuel Thimothy, OneIMS - Integrated Marketing Solutions

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