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Nov 14, 2017

Approx. 5 min. read

How to Use Content Marketing to Improve Your Business Branding

Getting the word out about your business through content marketing is one of the most valuable ways to spend your time and marketing dollars.

Getting the word out about your business through content marketing is one of the most valuable ways to spend your time and marketing dollars.

Content marketing enables your business to use its expertise and authority in your industry to create valuable pieces of content for potential shoppers for your business. Content marketing makes your brand more searchable, it increases trust in your business, and it serves as a way to establish a connection with those who had never before heard of your brand.

Content marketing is good for branding, whether you’re a B2C or B2B business. The B2C Content Marketing 2017 Benchmarks, Budgets, and Trends report found that 70 percent of B2C marketers find content marketing to be moderately to extremely successful, while the B2B Content Marketing 2017 Benchmarks, Budgets, and Trends report found 75 percent of B2B marketers agreed. The most successful content marketers, the reports found, are clear on what a successful content marketing program looks like for their organization and are extremely or very committed to content marketing.

The stronger your brand is, the more likely your business will have better sales. McKinsey Research reports strong brands outperform the market by nearly 75 percent. As you develop or refine the content marketing strategy for your business, keep these tactics in mind to use content marketing to improve your business branding.

Related: The Biggest Dos and Don'ts of Content Marketing

Show Off Your Brand Personality in Content

As we previously covered, humanizing your brand and giving it an emotional appeal reaps monetary benefits, as transparency increases loyalty, and “meaningful” brands have a higher wallet share. Creating content is a way to show off the values that drive your brand, your approach to your business in your industry, and how you want to be perceived by customers.

From making blog readers or video viewers laugh with the use of humor, to showing off the caring and empathetic side of your brand through vivid case studies and testimonials, content marketing allows you to create a brand voice that distinctly reflects your company culture. Besides using a personality-driven content marketing style guide to guide content creation, use the values that are highlighted in your company mission statement to serve as content ideation, too.

Use Content to Control Brand Perception

Every business wants to avoid negative search results, and content marketing helps ensure your best brand messages stay at the top of every search. Using content marketing gives your business the opportunity to take control of your public relations by crafting the content you want people to see. If you’ve ever experienced a reputation management crisis where the sentiment of an executive has tanked, or your company is associated with a dire mistake, having high-performing blog posts that show up when people search your company is a great brand-boosting benefit of content marketing.

Content marketing is also an opportunity to improve your brand perception by showing off your company culture in content. This can include sharing content that focuses on positive contributions employees are making to the company or community, ways your company is giving back to local nonprofits, or fun activities that show off strong teamwork within your business. Use content to reinforce the image you want to portray for your business.

Use content marketing to improve your brand

Educate Customers with Content

You can use content marketing to increase positive sentiment for your brand by providing users with high-quality posts. Use the questions that customers regularly have for your business as potential blog post topics. When people search for answers to questions related to your product or service, your brand will be the helpful authority that provides them with the information they need.

Convert a blog visitor into a lead by offering more helpful information in exchange for an email address, such as a subscription to blogs on topics they’re interested in, or a free guide you’ve created that expounds on the blog topic. It can take around up to eight touchpoints to generate a viable sales lead, so the more great content you provide and follow up with, the more you’ll stay at top of mind for the buyer.

Use Guest Content to Increase Your Brand Exposure

Content marketing via your own channels is important for branding, but think outside the confines of your own branded assets. Offering your brand up as an authority that can be quoted in other forms of content marketing exposes your brand to new followers. Consider these additional ideas for expanding your content marketing reach.

  • Connect with journalists who cover your industry, give your contact information, and offer to be a source for any stories they might be covering about subjects you’re an expert on.
  • Offer to create content for high-quality websites that covers topics that relate to your business and you’re passionate about, and ask for a link to your business website in your bio in exchange for free content creation.
  • Leave comments on stories you read as a brand representative on behalf of your company.
  • Invite other authoritative content creators to guest blog for your business blog, which they might share with their own followers.

As seen by the tactics of the most successful companies using content marketing, the more strategic you are in your approach, the higher your chances of success. Create content marketing guidelines with branding goals in mind, so content marketing messages stay on-brand and positively impact your efforts.

Want some tips on how to make your content marketing practices more successful and align with your branding goals? View our post on how to revamp your content efforts here.

Free Guide on How employee advocacy boosts content marketing

Written by

Nicki Escudero

Nicki Escudero

Expert at crafting an engaging brand story through news and features journalism and marketing copywriting. More than 14 years of publishing experience.


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