I was skimming through Chris Brogan’s posts and happened across a post called: A Counterpoint to the Branding Craze. This caught my attention because I am a huge advocate for branding, both personal and professional.

I have tried to use my blog to create a brand identity for myself and my company and it has been successful in more ways than one. In his post Chris talks about the concept of search being involved in the corporate strategy of most companies:

One of the reasons that I advocate content marketing, such as writing a compelling group blog, is that it’s an opportunity to build search equity. Writing about things that people might search for is a great way to find some new people at your door who might want a look at your product.

Content marketing should be in the corporate strategy plans of every business in America. There are a couple of reasons why I am strongly urge clients and businesses to dive into the realm of content marketing:

1. The Search

By blogging and writing about things that “people may search for,” you are creating a website (blog) that will hit the search engines with enthusiasm. When you have a site where content is changing regularly and you are writing about issues/services that people find important, you will find an increase in visitors to your site. And with an increase in visitors comes… more lead generation for your company and service offering.

2. Authenticity and Personality

Consumers today want communication authenticity and personality behind a company. If you are a stoned face corporation sitting in a corporate park somewhere and are NOT listening to your customers needs and wants: YOU WILL FAIL. By blogging and creating an area for dialouge you are telling your customers: I trust you. I want to hear what you have to say. This goes for both big business and small business.

3. Brand Identity and Value

People want to connect with brands on a level that has become as personal as a relationships between two people. A blog/content marketing allows you to start the romantic courtship of a consumer. This courtship can turn into a seasoned consumer that will spread your good message across the valleys and streams. Maybe even through their email. :-)

There are a multitude of reasons to start a blog and create a space where content marketing is king. Read more of Chris Brogan’s posts if you get the chance. He is a genius at laying out what it takes to create great, authentic content.

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