Brand leadership is about showing and telling the world what the brand stands for.
Brand leadership is achieved by communicating brand values, thoughts and deeds. In the digital world this can be achieved by publishing content via blogs, videos and microsites that are interesting and demonstrate the brands values and commitments to both customers and industry.
Organizations that are considering investing in content creation should first ask “Why?”
The idea of content creation appeals to many people. They will read an article, see a video or blog post online and feel like they have something valuable to contribute. This is first step in the journey of people-to-people marketing.
When approached by someone in the organization about creating a blog or a video the first question should always be “Why?” This is not a rhetorical question. No doubt there are thousands of blogs and videos dedicated to aviation topics. This question is asked to determine if the content supports the brand values.
After determining the merit of the “why”, the next questions should be:
- What are the resources required to support content creation?
- Does it contribute to the brand leadership effort?
Successful content creation informs and inspires the readership. This usually comes from the author’s experience and unique point-of-view with regards to the subject matter. Another important aspect of the undertaking is that successful brand leadership requires a library of content before the first piece is ever published. Visiting a website with an abandoned blog or a single video post indicates a lack of effort and commitment.
Brand leadership requires that every department contribute to content creation
It’s not just the responsibility of marketing or public relations to produce content. People in these departments are trained communicators but may lack the deep knowledge base needed to develop authoritative content. In addition, there are conversations everyday throughout the company that relate to customer satisfaction, product improvement, and user experience that can provide inspiration and valuable input for ongoing content creation. An additional benefit of company wide content creation can be a library of content that can be accessed online providing a quick reference for solving problems to customer questions.
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