How to define your brand and content?
A great way to define your USP (Unique Selling Point) is write your onliness statement.
Think of this as a longer version of your elevator pitch. It's made up with a formula that includes the What, How, Who, Where, Why and When of your business, and all put together makes up what makes you different to your competitors.
Example of The Onliness Statement
Now it's up to you to communicate this differentiation and position yourself as an expert in what you do through content marketing.
You want to be known as being really good at that one thing. Once you've established trust with your ideal audience you can start to branch into other things sand diversify. Think of Amazon starting out selling only books until it established itself.
TELL A STORY
As humans we're more drawn to stories than compared to facts and data as stories help us relate, empathise and remember. Think about the most powerful brands. They all have a story behind them that is instantly recognisable.
PRO TIPS
When telling your stories use specific, concrete details that are relatable to your ideal client. These details communicate your brand positioning and help your audience feel like you really understand them. This is the secret to creating compelling content that your audience can't help but engage with!
Make sure to 'zoom out' when you're coming up with ideas and make sure everything tells a cohesive story about you and what you offer.
Be consistent. Avoid putting out random tidbits that don't fit in your zone of genius or brand ethos. This can be confusing.
Ensure your messaging and tone of voice is consistent everywhere that your ideal client might find you.
Positioning yourself as an expert on a topic is the quickest way to build your brand through your content.
For more tips on content, why not download The Ultimate Guide To Creating Killer Content.