Every business has a brand, at least every business owner should realise their business has a brand. This is the mission and message of the business, and it should be the foundation of all the content that is produced to promote a business.Telling the story of a brand is done by creating effective content. It’s how you express the mission and message of the business, the ethos. Now, while this all may sound like a load of marketing jargon, it is an essential part of successful SEO strategies today. Without content and an understanding of brand and how to develop it, no SEO activity will be truly effective.All the changes from Google recently, have made it much harder to get good ranking results from the traditional Sep tactics like, keywords, PPC, PR and back-links. These still work, and should always be part of an SEO strategy, but they are all dependent on good content more than they ever were before.Gone are the days when you could thrash out any old rubbish and call it an article. Now businesses have to make sure they are sharing quality, unique and valuable content in order to make the search engines pay attention.Getting your brand message right will help you to attract and gather interest online, and it will help you to give potential customers an idea of who you are, what you do and that you can be trusted.Your brand should be the front door, and shop window of your business, the one which attracts people in, and invites them to find out more. Good content, which projects your brand will boost your SEO and connect you with the right demographic you are targeting. But before you do that, you must establish your brand story; there’s no point communicating with people if you aren’t certain what you need to say to them.The story of your brand should be the key points which will make your business attractive to customers. Your brand is a well packages and presented selection of all your best-bits. Choosing the right combination of attributes to build your brand is how you target people who can relate to your ideas, ethos and objectives.By creating content which is well branded and tells your story consistently, you are more likely to build a following which will boost SEO. If you are honest and tell your story clearly and truthfully, you will build up a level of trust which will encourage word-of-mouth – and this will boost SEO. Do you see the pattern here?We’ve written about good quality content before, but the foundation has to be brand identity, otherwise it doesn’t matter what you are writing. How else do they connect your content to your business? This is particularly important these days because Google is getting tougher on back-links to businesses within press releases, articles and advertorials.Your brand should project where your business is from, what its ideas and aspirations are, what need or desire your business fulfils and most importantly, should create a lasting image in the mind of the reader or viewer so that your brand is memorable.Telling the story of your brand within your content will give potential customers a glimpse into the business, sharing its history, progression and aspirations. By effectively communicating with your target audience and making sure your branding is strong within the content, you are self-advertising and promoting in a highly specialised and effective way.It’s a way to give your customers a valuable behind the scenes glimpse of what makes your business tick, and it’s the perfect way to build relationships. It is these relationships, these digital signatures and proofs that real human traffic is interacting with your business, which the Google bots are looking for, and this is what will boost your SEO in a real and significant way.
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