Guest Post by Tom Whatley
Content marketing has grown and grown over the last 12 to 18 months, and when done right it can be a huge source of new traffic and leads.
This is great for attracting top-of-funnel traffic, but what about using content as a driver to build relationships with new clients? It’s an unconventional approach, but one we’re finding is working better and better.
There’s so much noise when it comes to content marketing these days that sometimes it’s instantaneously noticeable that you’re just trying to sell something. Which is why we encourage building an independent brand for your content marketing.
Having an independent brand with the sole mission of delivering true value upfront gives you instant authority. Your messaging is aligned with your own value proposition, but that’s not why the brand exists.
The reason this new brand exists is to help your target customer personas and audience overcome a big challenge of theirs. You’re there to help them overcome a pain or advance their businesses and lives in a way they’ve been struggling with.
So what does a value-driven, independent brand built on trust look like? There are several forms, and in this article I want to cover three that I think will work best for you.
