Developing Content for New Brands

LaTanya Williams


January 3, 2018 (Updated: October 6, 2023)

Starting a new business or launching a new brand can be quite challenging. Business owners are forced to consider many facets of operations to ensure success. You may start with analyzing finances, profits, staffing requirements, and branding strategy. As you focus more on marketing efforts, this can still involve an extremely long list of to-dos.

Content development plans may find their way to the bottom of the list of important business development activities, although the content itself is worthy of top positioning. This pattern is no testament to the significance of planning content for new brands. As a business leader, you should devote some time and effort to creating strategic content development plans to complement your overall business vision. Make your new company stand out by using unique and compelling content.

Swim with the Tide

By researching trending topics, you can feel more confident about your ability to dive into the sea of opportunity and remain afloat. Current events and trends can have an impact on your business, even if it seems unrelated to your daily operations. If you are marketing an innovative new product that can prevent patio items from tarnishing after a winter snowstorm, you will want to develop content that fits the right season and geographical region to gain the most visibility.

Become an Expert

Another way that new brands can add value to potential customers and build brand awareness with content is by becoming the go-to person for all related topics. There are many platforms available today that allow brands to reach new audiences. Marketing staff can become interactive while distributing useful information. Many companies choose social media outlets, but blog platforms are useful as well.  Marketers can easily blog their way into becoming a leading company by proving their expertise. It is also a non-threatening and pressure-free way to expose new customers to your company.

Leverage Customer Feedback

Content can be developed according to client surveys as well. Harvard Business Review says that many brands use surveys to learn more about what they can improve, but customer feedback can also highlight things that have proven to be popular among consumers. Create high-visibility blog posts by finding out what customers want to read about. This will improve the likelihood that clients will visit your site more often. Even new brands with little exposure can use current customers to customize content. Add surveys to your market research plans and use the results to produce related marketing concepts.

Unify Business Development and Marketing Plans

New brands can use general business plans to guide them in selecting topics to focus on for 12 – 18 months or longer. As they select product features or promotions on a quarterly basis, it may be a good idea to plan a correlating content plan. For example, as companies anticipate local events that everybody in the town attends, like the annual jazz festival, they can plan to release related content. If the product line includes high-end dinner plates the article might tell why this line of dinnerware is music to your ears. Planning content successfully does not have to be difficult. You can position it creatively to spark the interest of consumers at the right time.

Consider the Platform

In this day and age, businesses are delivering content in more ways than ever before. New brands should also research the most innovative trends in content delivery. Customers are opting to use mobile devices and tablets to access on-demand content. Marketers must keep an open mind to new resources and learn how content will be consumed on these platforms. Companies are keeping up with innovation by creating websites with content that can be viewed on these different devices. When considering the content, also consider the way that it will be presented.

Plan for Consistency

One mistake that many business owners make is posting a few blog posts or articles and then forgetting all about the content marketing plan that took them hours to prepare. No matter how great the material the problem with this is that the growing amount of content available make it easy for new content to get lost in the shuffle. Add in social media and content curation can be compared to mixing one ingredient into a gigantic bowl of soup. Companies can find it challenging to convey their authenticity among countless competitors.  Developing regular, quality content can help new companies to stand out. Content development plans are important because they motivate long-term consumer interactions.

Moving Content Marketing to the Top of the List

From entertaining blog posts to informative articles, there is no doubt that content marketing is a significant part of overall marketing campaigns. Content is continually gaining its way to the top of the list as a business priority, showing its ROI, and improving customer retention. With the right strategy, even new businesses can reach targeted audiences with more efficiency and less cost.

As business leaders follow trends, they’ll be able to tailor their message to serve these groups. Leaders can serve as a resource and advisers, offering valuable content that helps their audiences. This might include tips, hacks, and instructional guides. Companies can use the data from surveys to pinpoint topics that interest clients, further improving visibility. Likewise, business development plans offer a steady blueprint for a dynamic and successful marketing strategy.

Companies can stay abreast of events to determine the best approach to reaching new customers. Technology is constantly changing, so it’s important to remember you can and should expand your brand awareness by leveraging a range of platforms. Be sure to optimize your content for desktop and mobile devices.

Lastly, consistency is the key. If the first one or two blog posts are not met with stellar reviews, don’t panic. As with all marketing, it takes some time before you’ll see results. Continue to follow long-term marketing and content development plans that align with your business goals and make unique offerings easily accessible to your target audience.

Author Image - LaTanya Williams
LaTanya Williams

Published copywriter, social media marketing manager, and creative content developer. Brain behind the So Healthy and Well Blog.

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