Regardless of the size of your business your brand voice and identity is of the utmost importance. As businesses on the Mornington Peninsula, we have a number of opportunities to leverage great content marketing unique to the Mornington Peninsula.
Branding is important because it provides a consistent voice for current customers and potential customers to relate to. It builds trust and encourages loyalty to your business, feeding itself growing stronger over time.
So how do you build a brand? Before starting it helps to sit down and discuss it with your business partners and ideally a third party. While we’re always happy to talk branding with our clients, a trusted friend can be helpful even if they have no experience in branding. Make some notes during this conversation an try to drill your brand down to a short statement. Just a paragraph to describe your business.
As a Mornington Peninsula digital marketing agency, we’ve recognised some brand elements we can easily leverage. We’re “Beachside” so we’ve chosen to use blues and greys of the ocean coupled with plenty of local photography. We’ve taken our own advice and discussed our brand with friends, but we also admit our brand is still developing.
And that’s where content marketing comes into play.
What Is Content Marketing?
Content marketing involves online marketing collateral like blog articles, social media posts, and video to communicate with your customers. Content marketing can have benefits to a site’s SEO as well as providing great material for social media posts and newsletters.
Pretty much everything on a site is content. Written copy in blog articles and on social media is content.
Importantly, content marketing is a great way to showcase your brand. It gives your business a way to communicate in a variety of different way to show what your business is all about. Content marketing signals to customers what’s important to your business and can build trust by showcasing the best of what you have to offer.
Content Marketing On The Mornington Peninsula
As businesses based on the Mornington Peninsula, we have a lot of material we can use to really show that we’re a Mornington Peninsula brand.
Of course leveraging your business as a purely Mornington Peninsula business may not be within your brand’s voice or mission, but it can work for a lot of businesses. Businesses such as hospitality and tourism businesses, real estate, artists, and more. As a service business, it’s obvious that Beachside Marketing is trying to say “Mornington Peninsula” in our positioning, and we feel it works.
So what can you use?
The Mornington Peninsula is a diverse region with plenty of beaches, two bays, and the Bass Straight. We also have lush forest land great agriculture scenery.
We also have a diverse culture ranging from laid back seaside communities, farmers, tradespeople, retirement communities, and holiday makers from Melbourne and beyond. These are all very different audiences and customer bases.
Out of all of these things you can choose to use one of them, a few of them, or all of them as the basis of your brand.
A dog walker/groomer, for example can have a “beachy” attitude with pictures and communication around walking local dogs on the beach. Alternatively, a different dog walker/groomer may offer a premium seasonal service to holiday makers and use more backroads and trails in their imagery. These are both branding decisions.
Using The Mornington Peninsula In Your Content Marketing
Once you decide how you want to leverage the Mornington Peninsula in your brand, put this into your content.
Imagery is a big one here. If you check out our Instagram, for example, we push through with Mornington Peninsula imagery and tips about marketing. We’re a helpful brand and we echo that in our social media presence and blog posts.
If you’re one of the dog walkers in the above example, beyond images of dogs on beaches, blog articles about how a dog can benefit from playing on the beach complement this imagery.
We Haven’t Talked About Brand Voice Yet
We still haven’t talked about brand voice. No amount of images and blog articles are going to suddenly create a brand voice. However, getting a consistent voice can be very difficult.
Where we’re going though is if you sit down and write out a few sentences on your brand then find some great local imagery to move your brand in the direction you want it to, the rest will follow.
Following that is brand voice. Sometimes brand voice is one of those things you can’t find until you find it. You don’t know what it is until you see it.
Because of this you just need to jump in and do it. Brands evolve over time, but working on content can help it evolve and move it something more final more quickly. And that’s how content marketing helps develop and build a brand.