Probably the most valuable piece of advice we have for building your brilliant brand in the year ahead is:
Don’t be amazing, be useful.
The world we live in is changing, rapidly. Today, more people are going online via their mobile than any other type of device: researching, sharing and engaging on the go, 24/7. Almost overnight, the world has got really exciting for brands. Suddenly, your ability to reach customers directly and to create meaningful two-way conversations, often cutting out the middleman media owner, has become a reality.
To engage effectively with customers, brands are becoming publishers in their own right; taking control of their messages and the creation of their own content. In today’s digital age, attention is earned, not purchased. As Jay Baer says in his brilliant book, Youtility: “smart marketing is about help, not hype”.
Why bother? Great content ensures: you guarantee visitors return regularly to your website and social media sites; you inevitably rank higher in Google searches; it demonstrates your expertise and friendliness; you attract attention and make your brand more interesting than that of your competitors; you trigger engagement and start to build valuable relationships and ultimately you generate leads and increase sales.