Not attracting audiences? You're not the only one!
Many jump straight to creating content and posting them online when they start their side business. Don't get me wrong, content is an amazing tool! However, with the amount of content online, your's would never be recognized or even seen if you do not create your content with consistent branding in mind.
i) Many people already provide what you provide
Competition is fierce. Many brands are providing the same product or services as you. Therefore, the only way you can differentiate yourself is by presenting what you offer in a different way.
Be authentic. Cheesy but true, there is no one else exactly like you. Create real, personal, and raw content for your brand that is so unique it can only come from you.
Be bold. Don't be afraid to give opinions and take a stance. Of course, these stance must come honestly from you and not just hijacked from trending topics.
Be unique. Think about how you're saying what you want to say. Does it sound just like your competitors, or have you been able to give it a unique tilt that is special to you?
ii) Your products or services shouldn't define your brand
You should be the one to define your brand. Your products or services are just byproducts from you. Therefore, while products and services can expand and change, the brand's core should remain the same. You need to be very clear on the identity of your brand before you create any content.
What knowledge and special skills do you have? What is your expertise? They should become the unique selling points of your brand, helping you identify your brand's position in the market.
What is your passion? Or at least, what do you enjoy doing? They become the secret sauce in building your brand's identity, as that inspires audience interest beyond what you physically offer.
What problems are you trying to solve? You might carry the same products or services as other people, but the goal you're trying to attain for your customers may be very different.
iii) Simple things do make a difference
Many people overthink when they create content. They nitpick on the visual, spend hours revising the copy without realising that they have missed out on the most vital element - the actual content itself.
Subject matter - are your target audiences even interested in the topic?
Consistency - not just how often you post, but does your content build your brand identity collectively? Or do they appear all over the place and random at times? Do you sound and look like the same person throughout your content?
Story-telling - product descriptions and service details aren't stories. You need to craft your copy to bring your audiences on a journey, no matter how short it is. If a meme and a tweet can do that, there's no reason why your post cannot.
It's a lot of work! But there's a way to tackle them all.
Brand positioning is key to create content that attract audiences. It develops a brand image, much like giving a “face” for audiences to recognize.
Content marketing can then create unique content based on the image. Apart from being effective for brand building, it also builds a deeper connection with audiences so that your brand remains top of mind when their needs arise.
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