Content is king and the only way to build a great brand, is to continue building visuals and words that embody what you want to communicate to your audience. But in the world of content, which one is more important? Which one should you put more value on and invest more time in?
It's a tricky question, and the truth is - it depends.
It all depends on what you want to get out of your content, and your brand overall.
Not satisfied with that answer? We know! However, the only way to find out what is important for your brand is to have an overall communication and brand strategy for effectively communicating your message. It will vary from company to company and will also greatly depend on your product or service.
An example of this is GoDaddy. Everybody, and we mean everybody, knows those GoDaddy ads during the super bowl. The sexy girls. The nerdy guys. The plug for domains. Whether you think it's tasteful or not to use sexuality to sell domain names, you have to admit -- we're talking about it, aren't we? Truth is, those ads generate millions of dollars for GoDaddy. In fact, they could save their money all year long and blow it on one super bowl ad and it would, and probably is, more effective than deploying numerous campaigns throughout the year.
GoDaddy utilizes hyper sexual video content to advertise their products.
Now, you might be thinking - I don't want to copy GoDaddy and even if I did, I don't have that kind of money. With the internet, there are still numerous ways to utilize content to further your brand's message and improve ROI. Knowing whether to use photos, written content or video should stem from a strategic plan based around your brand core.
Ideally, your company would dive into all three mediums to strengthen your brand. The more the merrier, right? In this case, more content (of any kind) isn't a bad thing. However, we'll explore two scenarios here to show how the variance in your product or service could influence which content style you choose more of...
ROSE is a clothes swapping app for millennial women. You can create an account, take photos of your clothes and swap them with others. It works like a bartering system and everything gets mailed in flashy packaging.
XY FINANCE is a cloud based financial management software for people ages 35+ who are looking to invest in their retirements. You can connect your bank account and each month XY FINANCE will take a designated amount out and push it towards a high yield savings account or a Roth IRA.
Both companies we just came up with are embarking on a content strategy.
Scenario 1, or ROSE, will be utilizing written content on their website and carefully edited photography to connect with style bloggers. They will then work with the top 10 bloggers in their market and encourage those women to write content on their websites and take photos of themselves in ROSE clothing. ROSE clothing will then share those images on their social media platform.
In Scenario 2, or XY FINANCE, they will be developing a series of videos from their team of certified financial consultants to walk people through using the software. They will also develop a bunch of case study videos of people who had success using the software and sharing that on their website, email and social media feeds.
Do you see something here?
Both companies we came up with are using content in different ways, but paying close attention to:
- Customer Base
- Using content with their product/service in the best way
- Mixing content mediums for maximum effort
- Keeping an eye on marketing goals
There really isn't a right or wrong answer here, but it all ties into your overall cohesive branding and marketing goals. By keeping those two things in mind, you're able to effectively build a communication strategy that speaks directly to your target market and highlights your product/service in the best light.
At LNCG, we work with technology clients to develop the right communication strategy and content plan based on your branding and marketing goals. It's all interconnected and interwoven which produces a branding continuum and an seamless end-to-end experience for anyone that interacts with it.