The new year is a fresh start. It’s an opportunity to connect with your audience with engaging content that shows the great service and value you offer.
As we enter another lockdown, how you connect with your audience is more important than ever. Whatever you share you’ll want to stay front of mind, so your audience remembers you when they’re ready to reach out.
Here’s a quick guide to help you create memorable branding content that connects and kick starts your new year.
Always talk to your ideal client
Whenever you write copy or share photos, ask yourself if your content will resonate with your target audience.
- What’s your tone of voice? Are you chatty, business oriented, technical or educational? Whatever your style build a connection with your ideal client.
- Avoid jargon where possible. Keep it conversational and easy to read.
- Use photography that feels authentic.
- Share your content where you audience hang out.
- Consider which social media platform has the best fit with your business and focus your energy there.
Agitate a problem and offer a solution
If you haven’t identified your customer’s problem yet, now’s the time to do some research and start talking about it.
Imagine you’re an accountant that specialises in helping small businesses monitor their finances. You help them achieve real time reporting and monthly support so they can make important financial decisions.
Talk about the risk of reacting too late, agitate the problem and highlight the implications. Share case studies, blogs, testimonials and show photos of you working with your clients. Bring it to life and make it feel real.
Tell a story
With visual storytelling you can draw the viewer in, create an emotional connection and immerse them in what you have to say.
Introducing visuals will make your content even more compelling. Images have been used to share ideas and tell stories for millennia. And there’s a good reason – it works!
Take them on a story arc, connect with visual storytelling and show them a world where their problem has been solved. In my storytelling guide I share eight simple tips to help you build storytelling into your marketing content.
Align your photos and your copy so it looks and sounds like you
Have you seen websites that say one thing and show something completely different? You scroll through but it feels disconnected and confused.
Always try to use photography that looks and feels authentic and connects with your copy.
Imagine you’re a charity that supports families with counselling services. If your photos feel too corporate, lack warmth or look like they’re from a different culture, they’ll create a confused message.
Ensuring your brand looks and feels consistent builds trust, and gives potential clients the confidence to stay connected with you.
If you’re not sure where to start, it’s worth talking to a professional photographer and copywriter. They’ll help you get under the skin of your brand and ensure your images and words look and sound like you. Look for businesses that specialise in “business to business” and have a track record of creating marketing photography and copy.
Make sure your content is current and relevant
Fashions change and you change too! Avoid using a headshot or branding photography from ten years ago. You might look a little younger, but that photo doesn’t capture how you look now. It’s important to use branding images that are a fair reflection of how you’ll look when people meet you in the real world.
Cropped holiday snaps are a definite no. You may be bathed in beautiful sunshine with a beach backdrop, but the photos are out of context and are unlikely to be connect with your brand.
Investing in a headshot or personal branding photo session will create content that’s aligned with your brand. Content you can use in your marketing campaigns, on your website and social media.
Look out for PR opportunities to take your message to a wider audience
Do you have a product launch, a community story or an award that showcases your skills and how you help your clients?
These could be a great opportunity to reach a wider audience, showcase your business and reveal what makes you stand out from the crowd.
Think about how best to share your story. Will you post an update on LinkedIn and share with your email list? Is your story worthy of reaching a wider audience?
It may be appropriate to reach out to a PR specialist. They’ll be able to advise on dealing with the press, preparing the right kind of content and pitching your story to their contacts.
It’s also worth considering the visual content to accompany your story. Most press articles need a photo to accompany your story and it’s important to create the right kind of content to maximise the chances of getting your story into the press.
Are you ready to kick start your year with memorable branding content?