Different Types of Content That Boost Your Brand Engagement

One of the most effective ways to build your brand is to ensure your target market’s engagement. There are different creative ways to do so, but perhaps the most effective is through content.

Content is King for Building and Strengthening a Brand

Your content is a reliable tool for establishing the relevance or value of your brand. For example, Liz McIntyre, the owner of the Brown & Hopkins Country Store in Rhode Island, writes blogs to bring their brand and brand personality to a bigger audience. She doesn’t encourage people to buy their store’s merchandise, but rather, writes mostly about what she does with their products. She shares recipes that she believes are useful for everybody.

In her case, a blog post is the type of content that not only fully engages customers to get to know the brand, but also secures their trust. It’s what works for the Brown & Hopkins brand, and Liz is proud to say that choosing this type of content is one of the reasons why their business withstood the global economic recession.

So, if you’re looking for ways to improve your business’s brand engagement, producing content is a real solution.

Now, a blog is not the only type of content that you can use to achieve such a goal. Here are six other content types you can also consider using:

1. Company Story

Your company’s unique story is one type of content that can genuinely work toward ensuring engagement with your brand. The good thing about the company story is that it presents a progression of situations that most people can relate to.

At the same time, it is the first way to share the values you uphold that your target audience can understand and align with. A company story challenges the wrong assumption that if top-quality products and services are provided, everyone will automatically love a brand.

For true engagement, you need content that speaks about your culture, vision, mission, and objectives, as well as demonstrates your pattern of consistency. This way, your customers will build loyalty and trust more easily.

2. Fact-backed Taglines

When reinforcing a brand, you cannot just appeal to emotions; that’s the job of marketing. To ensure brand engagement, you need to establish your brand as an authority or expert.

Therefore, when you create taglines, use research, or study-backed facts. It’s hard to argue with anything that is properly proven, and when you use such data for your taglines, you’ll better define your brand and create a stronger connection with your audience.

3. Studies

As already mentioned, research and studies are examples of excellent content to establish industry authority and expertise. So, consider conducting your own and sharing your findings in various portals.

Research and studies show that your brand is committed to serving your customers in the best possible way, and it is doing so through continuous improvement and fact-finding efforts.

For example, SKII secures the number one spot in rating sites for luxury cosmetic brands because whenever it releases a new line of products, it is always the result of in-depth research and stringent testing. The brand publishes articles to increase awareness about its studies and findings. Not only that, but it also holds impressive demonstration events for people to see for themselves how the company’s research led to the creation of a new and effective line of cosmetics.

4. Consistent Social Media Updates

The latest news or any update about the business can strengthen everything that the brand stands for, and it opens doors for engagement. Typically, customers learn what sets a brand apart from its competitors through the short blasts of information on social media. Thus, you cannot overlook this type of content if you wish to increase interactions with your market.

A leading branding agency in Dubai shares the different types of content suitable for every popular social media platform.

• Facebook and Twitter — Announcements and news, interactions with followers
• Instagram — Photos to display brand quality
• Twitter and Tumblr — Microblogging, studies
• YouTube — Demos, tutorials or instructions, reviews for brand relevance, and studies

5. Quizzes

Your company can create quizzes to lock in the interest of your customers. You can place these quizzes on your website or social media. Design them to be as fun as they are educational or informative.

The great thing about quizzes is that they can benefit both your customers and the company. You can generate valuable data about your customers from the answers that they provide. And, from such data, you’ll find out the different variables that may be hurting or working optimally to the favor of the brand.

Here’s a tip about using quizzing for brand engagement: Provide an incentive to those who will participate. This is an excellent way of showing how much you value your customers. Incentives or rewards do not have to be anything big and pricey; they can simply be rewards points, discount codes, and simple yet attractive freebies.

6. Infographics

If studies are the type of content that automatically cements a brand as an industry authority, infographics, meanwhile, are the type of content to present studies effectively.

It’s a no brainer why infographics work for brand engagement: People like it when vital information is supported by graphics. The visual representation somehow makes any information not just easier to process, but valuable as well.

Another advantage of this type of content is that it presents information in bite-sized pieces. Everything is broken down to make the content as easy to comprehend as possible. It is worth adding as well that infographics are highly shareable because they are fun and educational images.

Content and Brand Compatibility

You must understand that when it comes to brand engagement, the types of content you use should be compatible with the nature of the connection made by your audience with your brand.

For example, if you wish to establish your company as the best steakhouse in the country, studies may not be the right kind of content to secure your customers’ engagement. You may get more value out of posting blogs on your website about the different steak types that customers can order. This is because those who are interested in the restaurant are mostly diners who wish to know more about what you offer.

So, all in all, branding agencies say that there’s a great variety of content that you can use to boost engagement, but you need to study and direct your efforts and resources towards the types of content that truly benefit your brand.

Author Bio

Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress, who awarded him the prestigious Brand Leadership award in Brand Excellence.