You’re a developed brand. And now you want to invest in brand publishing and content marketing to help boost ROI. Getting people to watch and read things is a lot different than creating a TV commercial or print ad. And if it’s done correctly, the ROI can surpass display advertising. But you have to keep in mind a few key things.
The first is to develop a voice. It’s common to rush into social media and content development because you see everyone else doing it and you feel left out. But brand voice is just as important as your logo. If your consumer demographics is 36–50 year olds, you can’t be writing in the slang your teenagers are using around the house. And if you’re trying to proclaim yourself as B2B, you need to sound authoritative. You may want to have a skilled managing editor help you develop your brand’s voice and help you find a writer with the perfect voice pitch.