Case Study: Keeping Content on Brand
Find below tried and tested easy to follow steps to build your brand and make sure all content produced is aligned with your vision.
A Manual:
I suggest creating a simple tone of voice manual to keep the online presence aligned with your offline presence, this can then be implemented over each social platform and your website to keep everything visually consistent and on brand. All this needs to be is a list of keywords, a short brand statement and a few favourite images, this will then form the direction of all future content.
A Editorial Content Planner:
An editorial planner will help focus and organise your brand’s social media, newsletters and up and coming events/ collaborations, creating a structure which should save time in the future. It normally takes the form of a spreadsheet and contains content ideas / angles. Adding in important dates for email newsletters and social media content will be key. A content planner will help you to tap into key events for example to make the most of the buzz and traffic generated by the oscars, it would be worth noting down the date and creating content including hashtags of appropriate keywords, you should start to see traffic coming your way.
A Blogger Outreach Strategy:
Decide on your key demographic and then target them through a blogger outreach strategy. Never compromise on your bran when selecting bloggers because of their following, if your brand is trend lead then getting the right people to represent you through a collaborative approach of blog posts, instagram sharing and live tweets/twitpics will target the exact clientele you are looking to seek, as well as backing up the brands tone of voice and style.
To Segregate Your Email Marketing Campaigns:
An email newsletter would be a great way of communicating with your clients on a regular basis. The benefit of having a newsletter is to remind your customers about your service, style and to update them consistently. Mailchimp can make this process easier and less time consuming through its applications. You could use tri-monthly newsletters to build a community and engage with your clients on the lifestyle they are interested in. In addition a key advantage of using mailchimp is the ability to segregate your email contacts into lists of past, present and future customers or age and gender. This means you can direct each newsletter to a select group of people, creating a more refined email marketing strategy.
A Simply Social Approach:
Building up a social audience of fans, of people that know the brand and rally them to talk about the products and to share links and photos to the site and social media platforms with their friends and their social networks will improve traffic greatly. It is true, there is nothing more successful than word of mouth.
