September 03, 2015

4 Ways Content Marketing Can Help Build Your Brand

Content marketing and branding should go hand-in-hand. However, there is often a disconnect between a brand strategy and the strategy around content creation, leading to a situation where an important aspect of brand cultivation is going untapped, without realizing the potential it has to move a brand forward.

But how can we bridge the gap between the two? Here are four ways content marketing can help build your brand:

  1. It Helps Define Who You Are

However your organization or brand decides to communicate what makes them unique and what makes them who they are, the message will be spread via your content marketing. Finding your niche and your expert area is vital in raising a brand’s reputability, and therefore where consumers will see it as the thought leader. Content marketing and content creation help you streamline your brand, and not waste time and energy trying to be everything for everybody.

  1. It Keeps Your Messaging Consistent.

A consistent content marketing messaging strategy is crucial to building both a strong brand and strong thought leadership credentials. Audiences and consumers appreciate when they can trust an organization, and when they have a sense of what to expect when interacting with them. Whether it’s an opinion piece on a new law or communicating a groundbreaking new best practice, when establishing a brand message that stays true to who the brand is, consistency is key.

  1. It Highlights the Best of the Best Within the Brand

Every brand and every organization has their “rock stars” – subject matter experts, innovative strategy developers, or any employee that stands out among the crowd. Putting these people at the forefront of a content marketing strategy and maximizing their exposure to the areas in which your company excels can drive positive attention that will in turn drive forward your brand and its thought leadership standing.

  1. It Helps Tell Your Brand Story

You can’t just create a brand and hope that your consumers and the industry will embrace it. Just the same, you can’t become and expert with a few unconnected blog posts. You have to develop your story – and then you have to know how to tell that story. For brands, the story can be anything from a theme behind your logos and name, or a strategy that links your branding efforts together. Whatever it is, your story needs to connect with the audience, and with a strong content marketing strategy, the story can be told that sets your brand apart.

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Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at, or contact us here.


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