Your brand is one of your most valuable assets, but it requires investment to remain strong and has to evolve if it is to survive in the changing online landscape.

The relationship between customers and brands has been fundamentally changed over the past decade; no longer can brands simply broadcast their message, they must now participate in two-way and multidirectional conversations.

…no longer can brands simply broadcast their message, they must now participate in two-way conversation

Content marketing improves brand awareness and engagement. Publishing high-quality content increases the visibility of your brand in both search and social media, while increasing engagement by giving consumers multiple ways to start a dialogue and interact with you.

Building relationships boosts your bottom line as consumers are more likely to buy from brands they already have a relationship with and loyal customers can become brand advocates who promote your business to their friends and social connections.

Publishing original, relevant, informative and regularly updated content increases your site’s dwell time and stickiness, while giving you an opportunity to establish your brand as a trustworthy and credible source of information.

Research shows the majority of consumers prefer getting to know a company through articles rather than ads and people have a more positive impression of a brand after reading custom content on its site.

A regularly updated industry news feed demonstrates your brand has its finger on the pulse. A corporate blog offers opportunities for outlining your brand values and knowledge base, while a thought leadership piece shows your brand is at the forefront of your industry.

Supplementing this content with a strong social media presence serves to further build engagement and develop the kind of relationships that can positively impact your bottom line and aid in building a loyal customer base.