Content marketing and digital branding are different but complimentary practices. If digital branding is the oil in your sales engine, content marketing is the special additive in that oil that makes it last longer.
Content marketing helps build your digital brand and strengthen the effectiveness of your digital branding efforts.
How Content Marketing Helps Build Your Digital Brand
Content marketing and digital branding differ according to 5 key factors:
- Value Proposition
- User Journey
- Purchasing Decisions
- Your Audience
Value Proposition- Content marketing re-enforces your value proposition but digital branding is your value proposition.
User Journey- Digital branding integrates different channels into the stages of a user’s journey. Content marketing integrates content into the stages of a user’s journey.
Purchasing Decisions- Content marketing considers the user journey at every stage of their purchasing decisions. Digital branding considers your rank in a users short-list of competitors with comparable offerings.
Your Audience- Really understanding your audience is the key to successful content marketing. Your audience’s understanding and perception of you is the key to successful digital branding.
Strategy- A content strategy maps out who your audience is, what is the problem(s) you are solving for them, and how will you consistently deliver content that they will want to read and share.
A digital branding strategy maps out what your identity is, where you are found online, and what credibility you have in the market.
Content marketing helps you build your digital brand in 3 ways
1. Establish a Clear Identity- Developing consistent content allows your audience to build a memory structure around who you are and what value you have to offer.
2. Gain Visibility- Your content represents who you are but considering your audience can also help you target them effectively.
3. Enhance Your Credibility- As you post personal stories about your brand, your credibility will increase as users begin to know, like, and trust your brand.