This free Lunch & Learn presentation will explain how, in the world of branding, what you say and how you look go hand-in-hand. Find out how using both together can take your brand to the next level.

1. presents

2. BEYOND THE LOGO:
BUILDING YOUR BRAND
WITH CONTENT
BUILDING YOUR BRAND
WITH CONTENT

3. What is Content Marketing?

4. What is Content Marketing?
• Communicating with your customers and prospects without selling.
• Focus on delivering information that makes your customer
(or potential customer) more intelligent.
• Telling your story in a way that is easy to understand, and creates
a basic need for your services.

5. What is Content Marketing?
• Content Marketing Channels

6. Who needs a content marketing strategy?

7. Who needs a content marketing strategy?
• Businesses with a distinct mission
• B2B organizations looking to create long term client relationships
• Organizations looking to make changes to industry status quo

8. Developing a content marketing strategy

9. Developing a content marketing strategy
The content audit

10. Developing a content marketing strategy
The image audit
• What image are you currently giving?
• Does it work with the content message?
• Objective evaluation
• Internal vs. external perception

11. Finding your audience

12. Finding your audience
Who is your audience?
• Who is your target audience?
• Who is your current audience?Who are your visuals appealing
to?
• Where can you expand?

13. Finding your audience
Where is your audience?

14. Delivering the key message

15. Delivering the key message
With content
Key Messages

16. Delivering the key message
With visuals
• Visuals should match the message
• Visuals should be consistentDoes the audience know it’s you
without your logo?

18. Communicating effectively

19. Communicating effectively
Keeping to your core brand
• Establish your identity
• Carry it through
• Stay true to your core brandAppeal to target audience, but don’t
alienate your current customers

20. Communicating effectively
Keeping to your core brand

21. Communicating effectively
Broadcasting a clear message
Internal
communication
External
communication

22. Developing new materials

23. Developing new materials
Content Calendar

24. Developing new materials
Deliberate visuals
• Intentional DesignDon’t just look pretty, have an end game, a
strategy
• Develop visuals in advance - give them the time they need
• Visuals should enhance the message, not detract from it

25. Developing new materials

26. Developing new materials

27. Takeaways
• Look for content across your organization – subject matter experts do not
only reside in your marketing department, nor can content only be found
in your active projects.
• Take an objective approach when analyzing your current marketing
materials. Are they really accomplishing your goals? Do they enhance
your content or fight with it?You may have different audiences, and
different channels for those audiences. Make sure to match your content
with your audience & channel, and don’t try to send everything out to
everyone all the time.Planning is key. A content calendar will help, should
use resources from across the organization, and need to be kept on top
of to ensure you push out your content on time.Visuals should be planned
out and intentional.
They need to match your message and be consistent.

28. A creative agency that helps organizations
brand & market themselves through
web, print,
social media marketing