How to Build a Content Marketing strategy for personal brands
Personal branding is an issue that is very concerned by many individuals, businesses, and brands in the market. Building a personal brand not only helps businesses increase sales and increase competitive advantages, but also helps the brand have a firm foothold in the minds of customers. To do that, content marketing will be a powerful helper to promote and develop the personal image of the business.
So what is personal branding? How to build a personal brand strategy through Content Marketing? In the article below, MarketingAI will give seven basic steps to help businesses build a Content Marketing strategy to enhance personal brands by 2021.
What is your personal brand?
A personal brand can be understood as “everything people perceive from you about your appearance, personality, career and the values that you contribute to society”.
Regardless of your industry or role, your personal brand will also help you connect with potential employers, customers, and collaborators …
Gabriela Cardoza, a branding and marketing consultant, explains in conversation that personal branding helps you:
• Position yourself
• Build a leadership mindset
• Increasing trust and credibility
• Build community networks
Here are seven steps you can take to create a personal Content Marketing strategy.
Brand mission statement
To build a good content marketing strategy, you need to understand the goals and mission that the business wants to convey. So the first step in a content marketing strategy is to create a brand mission statement.
Sarah Aboulhosn of Social Sprout writes: “The mission statement aims to create an emotional connection between audience and brand. It describes the purpose of a brand and why a business exists. ”
In addition, businesses can answer the following questions to draw the final message that the brand wants to convey:
• Who are you?
• What do you do?
• What do you stand for?
• What’s your difference?
Here’s an example of a content creation company’s personal brand mission statement:
“We use our creativity and business sense to help brands engage with their audiences through engaging content. We work to make sure our content is fair and inclusive. We want to increase our recognition as a necessary resource in the Content Marketing industry. ”
Editing the mission statement
It can be said that a mission statement should include at least the following three important elements:
• The core audience – the audience you aim to serve.
• Products and services offered by brands.
• Outcomes or benefits – things your audience can accomplish with your content.
Businesses don’t need to build a complicated and lengthy statement, just submit seven brief overviews in a sentence or two, and the audience engagement will be more effective.
Detailed analysis of the brand’s Content Marketing goals
Content Marketing is about creating and distributing content to attract and retain an audience and drive them to convert. Therefore, businesses need to define their main goals when formulating this strategy.
Here are some of the main content marketing goals:
Build brand awareness – help brands resonate in the market.
• Build brand trust: build a valuable and reputable resource.
• Improve loyalty: maintain and develop close relationships with customers.
• Engage strategic partnerships – for example, guest blog and conference speakers.
Once you define your personal content marketing goal, you can reach the right audience.
Study your target audience
First, describe what your audience is? In what industries do they work?
What roles or titles do they have?
Then detail their interests and behaviors. What do they want to know? What is customer pain? Where do they live?
Let’s say you’re a content marketing specialist for a financial services company. Your goal is to build name awareness and your skills. Your audience is the content marketing, communications, and marketing managers and directors in the financial industry. They want to know more about how to get buy-in and budget support from company leaders.
Determine your content attraction
Think of a Venn diagram. In one circle is your personal content marketing preferences. In the remaining circle are the preferences and needs of the audience. Where the two circles overlap is the attraction of your content. This is where it is easy to define preferred content formats and media of distribution.
For example, if your audience prefers podcasts to videos, and you’re looking to build a subscriber database, you’ll want to create a podcast rather than start a YouTube channel. Or, if your audience regularly attends industry conferences, you can submit a speech suggesting that took place at the event.
Build a content delivery calendar
Now that you’ve defined your theme, format, and distribution platform, it’s time to build an editorial calendar. But remember, you are just one person and you probably already have a day job.
Create a specific content delivery schedule. This could be a calendar of one monthly blog post or a quarterly LinkedIn profile review. This way you can track and organize the most streamlined, scientific content.
Set measurable goals
Now that you’ve documented your purpose, audience, content format, and posting frequency, you should add numbers and dates to the personal content marketing goals set up in Step 3.
For example, if your personal content marketing goal is to win brand trust, then add an achievable metric, say, 50 newsletter subscribers over the next three months.
Aligning between your goals and setting them is key to understanding how well your content is performing.However, it will be difficult to see the actual targets that need to be set from the start. Let’s assume any target, if you notice on your next review that these numbers aren’t realistic, change them.
Take your own responsibility
The hardest part of your personal content marketing strategy is doing it on your own. If you are not prompted by your manager or the client, you will easily quit the job.
That’s why it’s a good idea to set a deadline for every step in the content production and delivery process. Mark them on the calendar with specific timelines.
For example, what date will you complete your personal branding content marketing strategy? Record that in the comments and keep track of whether the work is done that day.