Content + Distribution + Network = Successful Online Brand
It seems like a simple task, right? But then how come it’s so difficult?
In my experience, it’s because most of us become distracted from the full strategy and focus on one or two elements to the detriment of the others. In your communication strategy, there are six key questions you need to ask yourself:
- What am I saying (message)
- Why am I saying it (value proposition)
- Who am I saying it to (ideal clients, network, target audience, community)
- How will I say it (content – digital and in-person)
- When will I say it (frequency, content calendar)
- Where will I say it (platforms, community)
Once you’ve worked through these, you can consider how you will create content that is in line with your message, resonates with a specific target audience and can be distributed regularly. (if you need help with these six questions, book a slow coffee with me here)
To see how the equation works in practice – here are three case studies of clients we’ve worked with …
CASE STUDY #1
I built a website for this independent adviser about seven years ago. He has a great network of clients that he’s already established. All he wanted was a lifestyle website; he was going to write his own blogs and newsletters. We created a MailChimp account for him and taught him how to create his own blogs, and distribute them.
Every January he hops on a call with me and says he wants to build his online brand and we come back to the same point – he’s not creating content. He’s got the network, and he knows how to distribute through social and email, but he’s not shooting the first fish in the barrel yet.
Until he can produce regular, fresh content (at least one blog per month), his website, network and distribution channels are almost completely ineffective in building his online brand.
CASE STUDY #2
We have an office of planners who asked us to build them a website and pay us monthly for just our blogs (six per month). They have planned to send out monthly newsletters, but in 18 months, they have not yet managed to share a single blog or update their LinkedIn profiles.
When they are ready to take the next step in developing their online brand, they will need to start distributing their content regularly, and strategically grow their online network. The best way to do this is to send out a monthly newsletter and connect with 10 new contacts on LinkedIn, every other day.
CASE STUDY #3
Six months ago we started working with a financial planner who has really embraced our Contatto strategy (contatto.co.za) – but she’s missing the final element in the strategy: building her network. She subscribes to our monthly content service for financial planners, gets good feedback on her monthly emails, AND posts three to four times a week on LinkedIn – but her network still has more other financial advisors than clients and potential clients.
She’s aware of this and is building her network every week. We’re already starting to see more engagement on her posts – the strategy is working well!
I hope that helps you build your online brand! If you have any questions, let’s chat in the comments.
