How to link your brand to effective and engaging content

Whether you are planning social content or deeper forms of engagement such as editorial, video or a campaign, brands need to ensure that they remain connected to the topics and themes they are publishing.

Let’s look at an example. Travel Brand X publishes a story about a blockbuster new Hollywood movie coming out in a few days. How exactly does this link to a travel brand you ask? You are not alone. If however, Travel Brand X published a story about five different exotic locations in said movie, then we have a logical connection. And it’s not only more relevant; it’s actually far more interesting for the reader.

So when you’re looking at content, there are a couple of questions you can ask yourself to quickly get a feel for its suitability:

  • What role does this product/service play in the lives of its audience?
  • What content is naturally social or interesting in the world of this product?
  • How can you effectively link your product or service to responsive social events and themes?

This is just a starting point.

Practically any brand or service can create engaging, social content. It’s not rocket science. It just involves taking a logical approach to content themes and ideas. Ask yourself the question ‘does this really connect?’ If it is, then you are on the right track.

Struggling to make sense of your content strategy? Talk to Edge about effective content planning and how to align your business requirements.