The engagement approach to communication relies on the creation of value. Consumers must perceive value in your brand’s content in order to engage with it. Customer-centric content, focused on audience needs is more likely to be consumed, shared and actioned; it will also help to build brand credibility and trust.  Content should be rich and compelling. Your Brand can create and distribute content by leveraging your history, heritage, personality and knowledge, and you should think creatively about how your content is going to be useful to your target audience.

Creating valuable content requires your organization to have good customer insights. Connection between your organization and customer underpins the success of a content marketing strategy. In order to create an emotional connection between our brand – research and planning are mandatory. 

You need to engage your audiences by providing rich and compelling content that does not have a ‘hard sell approach’ and is focused on creating a connection and a true value exchange with our audiences. You should put the customer first, and the brand in the background. We should always aim to help, and not hype.

Together we should use insights to create strong content ideas that can be leveraged across multiple platforms, both digital and non digital, with audience co-creation amplifying the impact of our content marketing.

We’re in a forever developing space that seems to be growing exponentially. And every year, we’re presented with new and alternative means in which to market our brands online, whereas 15, 20 years ago, it was really the large organizations that had the budget to carry out any sort of earned media campaign.

These days, there are more cost effective and very niche marketing opportunities for an organisation. However, one channel that’s been consistent in driving serious brand growth online has been search engine optimisation. To this day, Google is the number one visited website in the world, because web users know that without a doubt, they can use a search engine to source information quickly, buy a product, sign up to a service, or simply navigate to their preferred brands online.

Another thing to consider, for any brand that is or wants to develop its online presence, is that search engine optimisation and website development go hand in hand. Any business that is not considering doing search engine optimisation is really missing out on the opportunity to provide customers with value. You can’t do one without the other. So if you don’t, you’ll be more reliant on paid media, which only lasts for as long as your marketing spend lasts. I would say that any brand not considering taking the initiative and understanding the importance and leverage of SEO is really missing out on providing their customers with value, but also adding value to their own brand.

The first fundamental is knowing the right keywords to target that relate to your brand’s product or service. At the same time, it’s important to be realistic in your efforts and know who your competitors are and the resources that you may be contending with.

Search engines are great, because they level the playing field when it comes to brand positioning online. But even highly competitive keywords, larger competitors with deeper pockets aren’t necessarily the best option to optimise for. With that being said, any brand looking to increase its online visibility can still look for the low hanging fruit opportunities, which are potentially more cost effective and create lots of smaller engagements as a way to increase your earned media.

The second fundamental is more around how your website is structured and built. Solid foundations in increasing your earned media start well before you look at the design.

Many brands make the mistake of looking to carry out a SEO after they’ve built a website, whereas actually, it’s one of the largest considerations before you even get a web developer involved. Creating silos of information and content, such as top level pages, category pages, subcategory pages are the simplest example of good website structure or website architecture. The last but probably the most important fundamental and long term and effective SEO is a brand’s ability to build natural and worthy backlinks

Sections about your services or products are best for demonstrating the value your offer can bring. Here is an opportunity to showcase the problems your business is established to solve. Displaying services and products can be done through text sections or e-commerce.

Here it’s about showing some track record around your work. Clients want to see who you may have served in the past or even your current projects. This will help further build trust for them based on your experience, influence and impact.

Commanding a specific position in your industry is the unique feature that makes your brand standout in a pool of desperate competitors. One of the best strategies around your positioning is through providing regular insights that ensures your audience is updated and make informed buying decisions.

One of the vital goals that should be achieved by your website is to build trust. And to incorporating your happy client’s testimonies is the best way to prove how valuable your offer is and it also serves as assurance that your brand delivers on it’s promises.

This creates convenience for your visitors who already have questions upon contact to your offer. You can establish answers to the frequently asked questions by your clients or prospects so as to create more time towards demonstrating value around your services and products.

The Ultimate plan around handling a brand through a website is to establish connection through making your business visible enough to your market and be reachable. All forms of communication that exist within your strategy should be contained under the contact us page. Being Accessible is key.

Very important to have your policies on the open so that your audience can be familiar with your processes and conduct around important details when doing business. This section is often neglected yet it is the pivot of a healthy business relationship between your brand and your client/consumer.

Developing a website for business should be informed by what goals you have set for your brand and the value your client/customer can conveniently access online. It is very important to direct your users/visitors on your website to take specific actions that ultimately achieves those set goals.

Best way to create convenient shopping experience and measure performance and reach around your market. Selling your products/service online is the modern way around shopping due to the digital transformation.

Communicate all opportunities that exist within your business and plans to expand in a specific direction which compels your audience to follow through your growth and journey.

Adding your location creates truest and communicates that your do have an establishment that your market can visit. This depends on the type of business your are running.