Content Marketing: Essential to Growing a Brand

Updated: 6 March 2022

A recent LinkedIn poll shows that a many respondents aren’t familiar with what content marketing entails. As such they are not aware of its importance to brand growth. Before expanding upon why content marketing is essential to growing a brand, let’s summarise what it actually is.

What is Content Marketing?

“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

Oxford Languages

Salespeople and direct marketers actively sell a product or service. Content marketers forge more personal and empathetic relationships with target audiences through content. They carry out extensive user research to find out who a target audience actually is. Once they know who an audience is, we identify what that audience actually needs and wants. Based on these findings they help to define how to design or develop a product or service in ways best-suited to benefit prospective clientele.

Creating a Brand Identity

Targeted content generated in a tone that encourages an audience to help to grow a brand contributes to building that brand’s identity. Personal analogies or stories in content assist with building the authenticity of a brand. Quotes and links from established industry players and sources help to cement this authenticity. Asking questions provokes user thought and responses. Speaking with an audience via online communities, mailer campaigns, polls and surveys provides insight. This insight helps to grow a brand in a personal and relevant way. User feedback is an invaluable source for informed and specified brand growth.

Knowing an Audience

Knowing an audience helps to create and grow a brand identity with the content produced. A tone for the content should get chosen once decisions are made on how to market the brand to a target audience. For instance, marketing to groups of college kids and young professionals, will need an informal writing style in text, with lots of colourful images and videos. This creates an upbeat and vibrant browsing environment. Marketing to academics of 50+ means more formal text, a less “out there” array of images and videos and a more focused browsing environment.

Social Media Platforms

Choosing social media platforms play a huge part in a content marketing strategy. Instagram and Twitter can be the domains of the young and upwardly-mobile. LinkedIn and Facebook might afford greater impressions if the content is targeting established professionals. Which platforms get used will depend on the user research carried out.

In Conclusion

There are many other factors which contribute to building a brand, but most of these link to content produced. Most visible and established brands pour major resources, time and effort to make sure their content marketing provides authentic and market-driven content that their target audiences will find beneficial. This alone indicates why content marketing is essential to growing a brand. It also may not be as expensive as you might think.

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