How To Create Branded Content
Your key brand words are one of the elements that make up your brand strategy foundation for your business. They are meant to define how you want your target audience to perceive your brand: the impression you want to leave and the experience you want to provide.
That’s why your key brand words make a beautiful “brand filter” when you’re creating content, easily showing you what topics are “on brand” and building the brand perception you want with your ideal clients.
When you use these words as one of the inspirations to begin building a content marketing strategy for your brand, you’re demonstrating what you want to be known for on a consistent basis.
Here’s an example to illustrate how this works:
Let’s say you have a wellness brand named True Nature that helps women boost their happiness by elevating their mind, body and spirit.
You’ve chosen these 5 key brand words to represent what you’d like your brand to be known for when it comes to communicating with your target audience:
POSITIVITY | MOVEMENT | ORGANIC | NATURE | HEALTHY
As you begin to brainstorm content ideas, you don’t have to represent every word in every piece of content, but it is a good idea to measure your content ideas against your words to align with your overall brand strategy.
For example, if you decided you wanted to write an Instagram post about how to have a positive mindset to maintain your health during a global pandemic, you want to ask yourself:
· Is this post expressing Positivity?
· Is this post using Movement as a method to help make my point?
· Is this post sharing products (if applicable) that are non-toxic and Organic?
· Does this post leverage Nature or a person’s True Nature to help with the transformation?
· Is this post helping my audience be Healthier?
If the answers to these questions are all No, you may need to re-think your key brand words or start developing content that’s more in alignment with your key brand words so you’re building a brand that matches your vision.
One of my students from THE BRANDPOLISH ACADEMY, Emma-Louise, found so much clarity in defining her key brand words:
“I use my 5 brand words as a filter for everything I do - content, collaborations, podcast guests, even photoshoots! If it doesn’t pass the test, it doesn’t feature!”
EMMA-LOUISE PARKES
Be sure to check out the Brand Case Study feature on Emma-Louise to discover how brand clarity and a clearly defined brand strategy has skyrocketed her business!
Example Content Brainstorm Dump for this wellness brand:
POSITIVITY CONTENT IDEAS
· Why having a positive mindset is important for your overall health
· Ways to increase positivity in your daily routine
· Body Positivity – what it means, why it’s part of the modern conversation about health
· Body Positivity – your personal journey & others who are role models
· Positive mindset hacks
· Daily positivity affirmations
MOVEMENT CONTENT IDEAS
· How moving your body can change your mind (in the positive direction)
· What movement is right for you right now
· 10 tips to add more movement into your day
· It can be 10,000 steps or 10 minutes…just move your body
· The benefits of moving your body daily
· How you can make movement fun
ORGANIC CONTENT IDEAS
· How to eat wholesome, organic foods
· Discover the best organic resources near you
· The Top 3 organic food delivery services in your area
· How your body will love you for eating organic
· My adventure with Farm To Table dinner experiences
· How to feel like your best self, organically
NATURE CONTENT IDEAS
· How to ground yourself for your day ahead
· Finding stillness & inspiration in Nature
· Why people feel better near the ocean
· How your overall health is tied to how often you get outside
HEALTHY CONTENT IDEAS
· Why the healthiest people live in European & Asian countries
· How to overhaul your health to live your best life
· 3 Tips to Living Healthier
· Want to improve your health? Start here.
PRO-TIP: Double-check that the content you’re sharing on a regular basis can easily and organically lead your audience back to What You Do / Offer.
After this kind of free-flowing brainstorm (and you will probably have a much longer laundry list of topic ideas when you do this for your brand), here’s what I want you to do:
1 – Keep this as a content treasure trove to access whenever you’re sitting down to create content and you might not know where to start.
2 – Take these topics and type them into Google to see what pops up as “related searches” and as the first page articles so you know how to better word your content to match what people are searching for.
3 – Type your key words and some of your content ideas into Pinterest to see what related topics populate to give you additional content ideas that are relevant to your audience.
This is only ONE way to create better branded content! Your brand strategy elements will also give you so many ideas to create a content marketing strategy that elevates your brand and helps you attract your dream clients. I teach these as part of THE BRANDPOLISH ACADEMY and my students leave with a content plan that helps them stay on brand.
Get on the waitlist for THE BRANDPOLISH ACADEMY so you’re first in line for early access and special bonuses as doors will open again soon! You’ll build a clear and cohesive brand with messaging that resonates and a content plan that attracts dream clients.