FROM BRAND TO CONTENT

ways to use brand power to create great marketing content

What exactly is a brand?

First, what a

brand is not…

Brands:

there are 2 of them!

real brand strategic brand

1 2

The real brand:

a collection of thoughts and

impressions in the minds of customers

It’s what people say about you when

you leave the room

The strategic brand is the brand as you want it to be.

`

It answers the big questions: Why are we here?

(what is our purpose beyond profit)

Why should customers value our offer? (what’s in it for them)

Who are we? (what kind of company are we)

Levels of brand purpose

Levels of brand purpose

Levels of brand purpose

Building a brand

STEP 1: understand who you are:

brand

promise values philosophy personality story

Write down your promise (aka brand value proposition)

Customer oriented: how we make life better for customers

Deliverable

Distinctive

Compelling

Building a brand

STEP 2: deliver the brand

brand

: The brand delivery vehicle of choice for inbound marketers (especially B2B)

content:

The inbound marketer’s best source of compelling content

brand:

The #1 content marketing challenge:

22

26

33

39

45

52

64

Lack of buy-in

Lack of knowledge/training

Inability to measure results

Budget constraints

Producing a variety of content

Producing engaging content

Producing enough content

feeding the beast

a lot alike…

brand content brand mission

statement content marketing mission statement

what do we offer the customer

what value does our content provide

activate implement

5 winning ways to link

1. promise 2. philosophy 3. personality 4. internal activation 5. community

brand content

Content marketing mission

“Txchnologist offers an optimistic

take on the future and humanity’s

ability to tackle the great

challenges of our era through

industry, technology and

ingenuity.”

Corporate mission

“Our mission is to invent

the next industrial era,

to build, move, power, and

cure the world.”

1. brand promise → content promise

2. brand philosophy → philosophical content

“We believe in a

three pillared

philosophy of

MOVE

NOURISH

BELIEVE”

http://www.movenourishbelieve.com/

Facebook: 800,000 likes Twitter: 19,000 followers Instagram: 180,000+ followers Pinterest: 17,000 followers YouTube Tumblr, etc…

https://bongous.com/about-bongo.php

Brand personality 3. Brand personality → content with character

http://indium.com/

“From one

engineer to

another”

4. Internal brand activation → content activation

160+ blogs

blog on metalization paste

5. Brand community → community content

“When you choose Cat, you get what you

pay for — durable and reliable equipment,

and long-lasting relationships.”

https://caterpillar.lithium.com/

online forum

Brand-driven content ideas

What content: message, information, etc.

Delivery mechanism

Value of content to customer

How content/message links to brand proposition

How you benefit

brand

content

who &

why

drives content creation

delivers brand essence

brand

content

Unlock the power of your brand

tactuspartners.com wedemeyer@tactuspartners.com