How to Change your Brand Image with Always-On Content Marketing

Content marketing that is always on is the best way to create new relationships for your brand.

Carla Johnson, my friend and good friend, points out that magic content marketing is possible. Just look at what MGM Resorts' Las Vegas properties went through to rebrand. You're familiar with the romantic scenes that revolved around high-rollers if you've seen old Vegas movies.

In the 1950s and 1960s entertainment was a big deal. But what about family-friendly entertainment? It was pretty scandalous to take your child to Vegas.

Beverly Jackson, who arrived on the scene in 2015, changed everything. She created content with entertainment as the central theme and appealed to all hotels. This included families with young children, couples with young children, and one hotel, Circus Circus, which is now poised to compete with Disney in the family market.

This kind of change did not happen with one campaign, or even a series. This was possible by delivering a steady stream of content that was tailored to each property's customers through a variety of channels.

Marketing is a constant process. Content marketing is a great way to expand your brand.

Quick Takeaways

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  Find out about your target market and what they need.
  
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  Stand out from the rest with your brand voice
  
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  Create quality content and increase publication speed
  
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  Change your customers' perceptions by using data, innovation and consistent content strategies.
  

This kind of content marketing can help you differentiate your brand from others and from the past. These same content marketing principles can be applied to a rebranding or expansion. These steps will help you change the perception of your brand among your target customers.

Strategically position your new brand image

Deep research is necessary on your target markets and trends within them. The MGM resort hotels, which we discussed earlier, looked at Disney's family-friendly model as a guideline and analyzed what worked and didn't in order to position themselves as a major player within the family resort market.

MGM appears to have also researched the latest trends in the industry. MGM hopes to be the first resort to receive the Advanced Certified Autism Center (ACAC), designation from the International Board of Credentialing and Continuing Education Standards.

This strategy should help position the chain in this niche, given the rise in autism diagnoses in American households.

Differentiate your brand customer experience from its former self

Coca-Cola's flagship brand cola has been synonymous with its brand for more than 100 years. One exception: New Coke, a marketing disaster that occurred in the 1980s due to the company's decision to drop its signature beverage.

The company had to expand its brand beyond cola after experiencing declining revenues from 2012-2017. Coke's CEO decided not to repeat the brand’s disastrous mistake and instead created new content to highlight its non-sparkling beverages. He used influencers, employees messaging and Indiegogo to generate buzz.

This is the lesson: Think about your audience and their needs. Make sure you create content that they like. Use employees and influencers to share your content.

Consistently publish quality content

No matter what niche you are trying to grow into, it is important to provide content that informs, assists, and answers questions.

Data analytics can be used to find out more about your customers, their problems, where they spend their time online and what they do not like. You can also listen to what they say on social media to get answers to any questions.

These factors will determine what content you publish. All content should be consistent with your brand image.

Every week. Outsource content marketing to an agency if you are unable to keep up with demand. To quickly build awareness when rebranding, it is crucial to make a consistent and sustained effort.

Do not be influenced by trends, but marry a long-term brand strategy

Your online assets should be your permanent storage spot for content. Do not let the latest social media trend be your main place to invest your time and money.

For example, those who had invested most of their branding on MySpace would have to make a costly change when the platform went out of business.

Your websites should contain your best content. You can also use social media and third-party platforms to add some spice. This way you can quickly change your strategy when the next trend emerges.

Find new audiences with innovative strategies

Let's suppose you are a toy maker and Disney offers you the opportunity to make Star Wars toys. You are looking to expand your brand in the adult sci-fi/anime space.

This kind of move will require a completely different brand image from your kiddie line. You'll need to begin posting on channels that appeal more to adults.

You will need a new voice in order to reach the anime/sci-fi community, whether you are creating a brand new website or a separate section of your existing website. Your new customers will be reached by a sophisticated brand voice and messaging in forums and on social media.

No matter how you expand or rebrand, it is important to establish a brand voice that speaks to your target audience in their language. Also, find new ways to reach them.

To drive your content distribution, use customer segmentation

It doesn't matter if you're expanding into new markets or rebranding entirely, segmenting your customers by location, type and stage of the customer journey is a smart move.

Your creative team can use buyer personas to help them create content that appeals specifically to their interests, especially for new segments.

When you are changing your brand image, it is even more critical to convey your message correctly. It's worth the extra effort to create a buyer persona for each new segment of your customer base.

Next, you should distribute your content via the channels that they use, and on your website.

Listen and measure, finally

After you have published and distributed new content, it is time to listen to the opinions of your followers on social media about your brand.

You can look for signs in their comments that indicate that they have changed their perceptions to align with your brand direction.

Next, look at the data to determine how your target customers have responded to your brand new content. Are they converting? Are they progressing along the buyer's journey?

Take the best performing content and repurpose it in another format. You will be able to see your top performers and make adjustments to those that aren’t working in order for your brand’s new direction and the needs of your customers.

The right content can help you drive your brand message home, whether you are rebranding your business or expanding your view. Our Content Builder Service can help you increase traffic to your website with a long-term content marketing strategy that includes high-quality, branded content. Get in touch with me to schedule a consultation and receive a PDF copy of my books for free. Get started today and you'll be able to generate more leads and traffic for your business.