ATYPICAL

Fix Your Content, Get a Better Brand

Amanda Bowen
As your brand presence grows, you’ll start to have a lot of content on your platforms, especially if you’re on a regular publishing schedule, like for blogs, videos, etc. A company on a 3x a week original content schedule could have 156 pieces published online by the year’s end. Your content has a major impact on how people perceive your brand. Great content, great brand, and vice versa. Bad content, bad brand image.

As your brand presence grows, you’ll start to have a lot of content on your platforms,especially if you’re on a regular publishing schedule, like for blogs, videos,etc. A company on a 3x a week original content schedule could have 156 pieces published online by the year’s end. Your content has a major impact on how people perceive your brand. Great content, great brand, and vice versa. Bad content, bad brand image.

That’s where the audit comes in. The best brands don’t just push-push-push. They spend time reviewing what happens after the push. What parts of your brand message resonate the most with your target audience? This is a social media or marketing audit, but it’s also a brand audit.

Scheduled social or marketing audits are the perfect time to audit your brand. 

What to look for in your content audit to strengthen the brand?

During the audit,what you’ll find are blog post topics that are too similar, landing pages that are under-utilized, or pages that lack concise information and real purpose.  

Every piece of content you have published should add value to your brand identity. If it’s not, either, a) update to bring into alignment with the current brand, or, b)delete it altogether. 

Remember, branding is about cohesion.

When looking at a blog post, video, downloadable, or web page, ask:

           -Does this match our current brand identity?

           -Can it be revised to match our brand identity?

           -Is it too far beyond our current identity or a low traffic driver? Scratch it.

Take into account your brand voice and style. Sometimes brand voices evolve as the company grows,so older content may not have your current tone. Ask the same questions.

Truly, the best thing brands can do during their audit is to remove or update any useless content that doesn’t match who you are now. No one cares about who you were; they’re not operating with your past self. Save the history for telling the story of how you’ve evolved to meet industry needs.

The end goal of a brand audit

What we try to get companies to understand about branding is how many consistency matters.Naturally, brands change over time. What worked in 2015 may not be working in 2020. Pruning the dead weight will actually help your brand perform better.Search engines will see all pages are highly trafficked. Visitors will have a consistent experience. They’ll have a similar experience no matter where they enter your online portal. 

An audit will help your brand present a unified front. It’s this well-thought presentation that helps win over your target audience. Fixing your content does lead to a better brand presence and message.

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