There are many avenues for posting online content for your brand – websites, social media, blogs, internal communications, marketing material, new business pitches, etc. In most cases, all this content is created, posted, and managed by many different people. This can make it hard to ensure that every piece of online content is consistent. It should all work together in a cohesive and consistent manner. Before you start posting content online you need to find your brand’s voice. By defining what your brand’s voice is going to be, you can then drive uniformity in every piece of your online content. Of course, the tone of a content piece can change based on who the reader is and what platform it is being read from. The voice never does though.
The same goes with the style of the online content. Each piece of content should speak to the brand voice and also give the impression that there is one person behind all the content. Not only does the content need to always convey the same message, but it also needs to be kept up-to-date. This means unique content posted regularly. You risk losing a reader’s confidence if you go too long without posting fresh content. It would be worse to just disappear for a while on your followers then to have never posted online content in the first place.
Consistently producing content is a lot of work. It is hard to generate new ideas for web content. Make sure you schedule posts, share content from colleagues and experts, highlight reader feedback, invite guest bloggers, and split content into segments. Branding your business involves projecting a strong, consistent image throughout all your marketing. A consistent online brand helps you maximize your brand presence, enabling potential customers to understand the value you provide to your clients.