In this blog post I’m going to explain how your branding and content writing are inextricably connected.

You must know someone who purchases an iPhone despite it being way more expensive than an equally good mobile phone from another company.

Some people want to be seen jogging in the Nike or Reebok shoes.

You say, “I want a Xerox copy” instead of “I want a photocopy”.

You say, “Google it”, instead of, “search it”.

All these instances and references are manifestations of a strong brand presence.

You have a strong brand presence when people buy your product less for its features and more for the emotional and psychological connection that they feel towards your brand.

Here are a few benefits of branding:

1. It makes it easier for customers and clients to recognise your business.
2. Advertising is easier because people are already familiar with your name and what you represent.
3. You get a competitive edge in the market mostly due to the reasons mentioned above.
4. It is easier to introduce new products because people are already familiar with your products and have a positive association with them.
5. It increases customer and client loyalty because if people trust your brand, they are more likely to buy from you repeatedly.
6. You enjoy greater credibility because through your branding you have invested in establishing a relationship with your customers and clients.

You can promote your brand both at macro and micro levels. You don’t have to be a Google or an Apple or Reebok to have a strong brand presence.

Branding also works for you if you are a small business because, branding is basically a positive association that people have with your business. Whenever they come across your business name, your logo, or one of your products, a positive emotion is triggered. This is branding.

Improving and promoting your brand with quality content writing

Quality content writing and brand improvement are inextricably related, especially on the Internet, especially when you have a limited budget.

When writing content for your website or blog, it is often advised that you tell stories. People love to read stories about how others improve their lives using your products and services. It is reassuring. It helps them make a connection. So, a big part of content writing must be highlighting stories of other people doing great due to your business.

Your brand can also be highlighted by encouraging influencers to write testimonials about your business. Influencers are like celebrities. They are known within their circle. People want to be seen with them. People want to be associated with them.

What if you don’t have stories? How can you build your brand through content writing if you don’t have stories to tell?

Help your visitors as much as possible.

Share your wisdom and your knowledge through regular content writing.

Remember that quality content writing helps your brand when you are not constantly promoting your brand. The promotion and improvement of your brand through quality content writing must happen as a byproduct of the helpful content that you continuously write and publish.

Listed below are 5 ways quality content writing can improve and promote your brand:

1. Content writing improves brand visibility especially on the Internet

Visibility is very important. If people don’t come across your business how do they do business with you?

Quality content writing increases content wealth of your website or blog and this in turn improves your search engine rankings. Not just search engine rankings, since you provide valuable content, people like to share your content on their social media profiles, increasing your visibility in the process.

The key is, valuable content. If your content doesn’t satisfy the needs of the people who come to your website or blog, it becomes counter-productive and instead of increasing your visibility, it begins to decrease your visibility and even begins to get your negative visibility.

2. Content writing encourages people to connect with your brand on an ongoing basis

When you regularly publish quality content on your website or blog it draws people to your brand on regular basis. When your content helps people, when it solves people’s problems, even when it entertains them, it repeatedly brings people to your website. This increases brand exposure and people become familiar with your brand.

Again, positive association is must.

3. Content writing improves your search engine rankings and this in turn helps your brand

You want your content to be found for good reasons. I want to be found for “best content writer” and not for “lousy content writer” or “sloppy content writer”. This is one.

Two, they should know that I’m competent. When they are looking for content writing-related information, something like

Why quality content writing improves your SEO?

will bring them to my website and they will begin to recognise Credible Content with authoritative information on quality content.

Hence, good content should increase your search engine rankings – improve your SEO – for the right search terms and this in turn helps your brand.

4. It helps you send out emails without spamming

Worldwide, 293.6 billion emails are sent out every day, according to this Statista webpage dedicated to the corresponding piece of information. By 2023, 4.3 billion people will be using emails on regular basis. According to this link, when you send out an email campaign, the average CTR on desktop computers is 13.3% and on mobile devices, 12.7%.

What I’m saying is, if you want your brand to reach out to your target audience, sending out regular emails is still the best option you have got.

But, email is notorious for spam. This is where quality content writing can rescue you.

By regularly publishing high-quality content on your website or blog you get enough material to broadcast your email campaigns. You can provide highly useful information through your email campaigns and instead of avoiding your messages, people will be waiting for them.

5. Content writing allows you to promote your brand for different stages of your sales funnel, differently

A great thing about content writing is that you can publish highly unique content for different stages of your sales funnel and consequently, promote your brand for different user needs.

Here is a typical sales funnel:

As it happens with every sales funnel, the biggest group you can attract is the one that still needs to be educated and made aware of your business. Content writing targets this group separately without pushing products and services and just focusing on educating and providing information.

Then you can have different content for people who are interested in your business. Although they are aware of what you do and how you can help them, they still need to decide in your favor.

People are distracted. They are constantly being approached by your competitors and even if not by your competitors, then by thousands of distractions on mobile phones and the web. Even when they have decided to do business with you, they may get distracted and end up doing business with someone else. A strong brand connection through highly focused content writing can keep them from going away.

When people have purchased from you, you want repeat business from them. Content writing and brand building for this section is different. People have already gotten a taste of what you can deliver. You need to keep reminding them without bothering them. They are the ones who become your loyal customers and clients and fall in love with your brand.

Concluding remarks on building your brand on the strength of quality content writing

At the crux of every successful branding effort lies an ongoing interaction with customers and clients. No business can become a brand without an emotional connection.

Quality content writing that focuses on user needs instead of branding needs creates multiple channels for interactions and consequently, forming positive associations with your business.