Category: Branding

If you Google “content strategy”, you’ll find more than 23,000 page results. It’s undoubtedly been a hot topic over the past few years and if you have a marketing role, you are probably asked continuously about the best content strategy and approach. For PR professionals, content strategy isn’t new, but instead another term for planning and executing a brand’s narrative.

There’s a lot of research and compelling reasons why content marketing is essential to the success of your marketing efforts. These benefits should help you understand the importance of a strong content marketing strategy, especially as you plan for 2018.

  1. Build Once, Use Multiple Times: As internal teams get stretched and budgets tighten, marketing departments are constantly being asked to do more with less resources. With a strong content marketing strategy, you can build content that will not only live on your main point of communications (your website as an example), but can also be cross-promoted through other key marketing channels. For example, our kayak manufacturing client recently introduced a product that was cross-promoted using multiple touch points, utilizing consistent visuals and messaging: PR to secure editorial coverage, digital advertising, search, social, print and email marketing.Vibe Kayak Yellowfin 130T Content
  2. Ensures Consistency: By simply going through the motions of content planning, you’ll begin to ensure consistency in your communications. What I’ve found helpful is when my agency develops a master calendar that highlights the content strategy, social calendar, product introductions, and initiatives all in one central location. For this master document, we also highlight the overarching message and proof points that ensure consistency in these marketing activations.
  3. Helps with SEO: A strong content marketing strategy goes hand in hand with improving SEO. After a company has developed positioning that defines what the brand stands for, what its unique differentiator is, what it wants to be known for and what its key messages are, a similar process can be taken with SEO. Identify the language (keywords, or more appropriately key phrases) that people use to research your company’s category, industry, products, services or competitors and then write content relevant to these. The more often you use these keywords on your site, the higher it’ll rank for SEO purposes. Google ranks sites with consistent keywords and fresh keyword content as more relevant sites for their users. Start mapping out your content strategy for the year and drive people to your site, based on these keywords.
  4. Keeps the Discussion Going: Similar to the monthly approach we take to build content calendars for our brands’ social channels, we also broadly map times of year for specific topics to develop content around. If you manage a consumer brand, you can use seasonal moments in time to connect with audiences in relevant ways. If your company is B2B focused, map out the industry and customer events you’ll be participating in and drive the narrative to time with these key events. Remember, the content should be relevant and timely to engage consumers in a way that is appropriate to their current interests or needs.
  5. Helps Target your Audience: In any given week, your team may be talking to a host of different stakeholders and influencers for your organization or brand. From customers to partners to media influencers and brand ambassadors, it’s important to tailor the message and tone to the appropriate person. A targeted content marketing strategy will help that approach and ensure you aren’t leaving anyone out of the conversations.
  6. Builds Credibility and Influence: This may seem like the most obvious reason but it’s worth stating. When a company and/or brand shares their POV on applicable and timely topics, the larger following and credibility they will build. For B2B, focusing on quality, educationally driven content will help position your company as a thought leader or expert in the respective category. For example, we work with the largest ladder manufacturer in the world and we partner with them to consistently build a narrative around our agreed upon key message. From contributed articles to in-person training sessions to national initiatives, this key message is at the beginning, middle and end of every discussion. What makes us successful is the credibility this company has built in their industry and how they keep the conversation going. It’s become an ownable platform they want to be known for and that key attribute comes through in the messaging for the majority of their news coverage.


Six Benefits of a Content Marketing Strategy

We don’t know of many U.S. advertising and creative agencies that have Highlight Reels. In the U.K. they call them “Showreels”, but I don’t think that’s a familiar term on this side of the pond. Production and post production companies have been using highlight reels for as long as I can remember, but ad agencies seem to go the traditional route with Case Study videos. Sure those work. A case study video gives a potential client all the facts, figures, insights and behind the scenes thinking that factored into the end product. But who wants traditional? Who wants a PBS documentary when they can get an MTV music video!? Well, not Seed Factory. That’s why we just finished a highlight reel that’s a pretty fun watch. No, it doesn’t let you understand our big ideas, strategy and planning capabilities in-depth, but it gives you a feel for what we can produce for you. Maybe we need to start cranking out some traditional case study videos next, but until then let’s go with the rock n’ roll.

Seed Factory Highlight Reel 2017

It might be a total rebrand or it might be considered more of a brand update or refresh. Either way, it’s probably one of the most significant marketing challenges the company will face in a given year and it’s important to get it right. Here are a few tips from our experiences.

  1. Get decision makers involved early and often. This might be the most obvious one, but it’s the most crucial. For example, if we talk with a potential client and a C-level executive isn’t a part of the process in some form–from giving us time for discovery interviews to signing off on direction and potential positioning statements, we’ll pass on the assignment. This isn’t a process a company’s communications group should undertake in isolation.
  2. Define and understand all your potential audiences. What do they like about the current state of the brand? What do they dislike? If it was their brand what would they do differently? What’s sacred cow that the brand shouldn’t touch without audiences taking their loyalty elsewhere? (New Coke anyone? instead of…)
  3. Test multiple directions with your audiences. Internally, you may have drank some of the kool-aide, and the agency may have blinders on from being the “makers” and knowing what the message or creative is supposed to communicate. Most importantly, you need to know if the world is going to see or interpret something completely unexpected, which may not be the intended message at all. Consumer’s can see things a brand and agency may miss. Some audiences may even see something bad, funny or negative in a brand refresh (Airbnb logo anyone?)
  4. Rebranding isn’t just a new logo and tagline, it’s defining your authentic tone and voice. It’s finding a positioning that will resonate with your current audiences and allow for future growth.
  5. A brand is a living entity, therefore it needs updating and adjusting as sentiments and styles change. Going through a brand update and exercise is good to do at least once a decade, even if the adjustments end up seeming minor to you and your external audiences barely notice. The process will at least give you peace of mind that your brand currency is relevant and will (hopefully) continue to be, all other factors aside.
  6. If you partner with multiple agencies, be open to sharing the process with all of them. Not that you need feedback from other agencies, but everyone will need to work with the update and it’s important that they feel it has the legs to work how they need it to.


At Seed Factory, we consider ourselves an advertising and PR agency that often starts the process with a branding exercise. We understand brand positioning and real-world applications of branding across advertising, PR, social, digital and of course, design. Let us have a holistic conversation about your brand’s needs even if it’s a small project. Sometimes the “refresh” comes from a website update to keep it current with the ever-changing digital landscape. Take a look at the largest two rebrands we have done: CDC Foundation and Navicent Health

Rebranding, or Brand Refresh, Here Are Some Tips to Consider