Content marketing is one of the most effective ways to reach new customers and that’s not a secret. It helps establish you as a leading voice in your industry, drives traffic to your site, and gives audiences useful, actionable content that they need to solve their problems.
Increased brand affinity is one of the most beneficial bonuses offered by content marketing, in which consumers feel passionately about and share the values of a company or brand. The Holy Grail for marketers, brand affinity drives individuals to your products, services as well as into you as a brand in a major way. Because they love what you sell, they frequently tell their friends and family about how great you are while also vouching for your products without any prompting or coercion whatsoever.
While developing and sustaining brand affinity, reputation plays a huge part. Merely making or selling high-quality goods or services is not enough, you need to become a trustworthy voice in your industry – and one of the best ways to do that is by producing high-quality content.
Shared values are central to the idea of brand affinity. Along with helping drive traffic to your site, content also affords you the opportunity to demonstrate what your values actually are as an organization.
Buffer, a social media management app is an excellent example of this principle in action. Buffer consistently demonstrates its commitment to values such as transparency and work-life balance by providing readers insight into how Buffer functions as a largely distributed team, in addition to producing one of the most fascinating, data-driven blogs in digital marketing.
The shocking commitment to transparency includes reports and data such as salaries of the entire Buffer staff (including the executive and management teams), revenue figures, fundraising goals, and equity structure. This goes beyond a PR exercise of humblebragging or radical transparency, it’s a practical demonstration of openness and trust, qualities that Buffer values highly as an organization. Interestingly, Buffer’s operating revenues were affected by the move toward a radically transparent organization.