In these digital times, a website and its content are the front door to any business. That’s why you need to welcome new and existing customers by creating high-quality, engaging content.
All the individual bits of content you create make up your brand. It’s how customers will recognize you and determine whether you’re worth doing business with. This article will offer tips on how to build a recognizable brand with your onsite content.
1. Define Your Personality
Each brand has a voice or a personality. Some sound professional and stoic, while others are casual and fun. Who you are, what you sell, and who you are trying to reach all contribute to your brand’s personality.
Once you figure out the right personality, use your onsite content to support it. If you want to seem fun and bright, use colorful images and casual language. For a more mature brand, formal language and muted colors may be more appropriate. When your content complements your brand, everything will be more cohesive.
2. Create and Use Content Pillars
A cohesive brand personality is supported by providing content that answers your audience members’ questions. Create onsite content to inform your audience and raise your profile through content pillars. These long-form, keyword-heavy articles should give your audience all the intel they need on a specific topic related to your business.
Content pillars also constitute a key element in your SEO strategy. By connecting different levels of content with keywords, you create a network that search engines will consider authoritative — and thus rank higher. Higher search ranking, in turn, builds brand awareness.
3. Implement Targeted Keywords in Onsite Content
Your content pillars aren’t the only tactic you can use to boost your SEO. Shorter-form blog posts, infographics, and videos can help, too. Identify the most relevant keywords for your business and add them where appropriate to your onsite content.
Keyword targeting works especially well if you focus on your area of specialty. To find these keywords, think about what someone would search to find the services you offer. Once you’ve pinpointed these terms, incorporate them into your content. Your attention to detail will make it easier to find and raise your brand profile.
4. Apply Your Branding Consistently
Paying attention to small details can set your brand apart. Have you ever visited a website you could tell was made by multiple people? The disjointedness meant you couldn’t get a good feel for the business. To avoid brand confusion on your site, create content with the same tone and voice.
Too many different perspectives can confuse customers and muddy your brand. A consistent brand is one your customers can trust. When customers receive a consistent message, they can more easily identify your brand and believe what you have to say.
5. Develop a Visual Language
What you have to say isn’t the only thing that can build your brand. Images, graphics, and video also have their place. Bolster your brand by creating visual cohesion in your design elements and other content.
When you do, our website will have a smoother, more professional look. Additionally, visitors will instantly understand your brand and recognize it later. This recognition will build increased awareness over time. Customers may forget the small details, but they will remember what your brand looked like.
6. Show Off Your Industry Expertise
Another way to make your brand unforgettable is by becoming an industry expert. Customers will return to you often if they know you are the authority on what they need. Craft content that sounds confident, is accurate, and provides direct solutions to their needs.
Becoming an industry expert doesn’t mean you have to show off your qualifications constantly. Instead, focus on posting regularly, staying up to date on industry trends, and sharing error-free content. A reliable source of good information will quickly become a brand customers love.
7. Curate User-Generated Content
When customers love a business, they’ll have something to say about it. Keep an eye out for this user-generated content, and use it to build your brand. Reshare positive social posts and put the feed on your website. This content shows others that your business can be trusted.
Reach out to previous customers and ask them to share their experiences. Create content around their words to increase brand engagement and reputation. This content is low-effort on your end but will improve your credibility in the eyes of your audience members.
8. Keep Everything Mobile-Friendly
In early 2023, more than 45% of web traffic in the U.S. came from a mobile device. With that in mind, make sure all content on your website is mobile-friendly. Content that your current and potential customers can’t easily view on a phone or tablet won’t do your brand any favors.
Break up articles with headings to prevent customers from getting bored while they scroll. Also, check any photos or videos to ensure they are sized correctly for mobile. Regardless of what device your customers use, your content should be accessible. Showing you will meet customers where they are will create trust in your brand.
9. Utilize Onsite Content on Outside Platforms
Some customers will make it harder to meet them where they are. They may check out your company on other platforms long before they ever visit your website. How do you get them to see your content if they won’t visit your site? You use your content in other places.
The content you develop for your website is great, so share it where you can. Emails, guest posts, social media, and even podcasts are places where your content can be repurposed to further your brand. You’ll create a potential customer base who will feel like they already know you before visiting your website.
Your onsite content is critical to your brand-building efforts, so once audience members make that first visit, give them reasons to stick around. Show off what makes you unique and an essential resource in your field. Define who you are, and make sure those looking for what you offer can find you. By doing so, you’ll build a brand that people will remember and rely on.