While AI can share the workspace with a traditional writer and editor for content marketing, there is one thing it cannot do – SME content creation.
The only genuine SME (subject matter expert) out there in your niche is, well, you – and the talented freelance writers out there that know your field just as well as you.
More importantly, Google knows it and expects to see that in your content.
What is AI Content Generation?
It seems like almost daily another AI content generation tool is launching.
Some are free, others are paid, but are any of these tools able to truly replace a genuine expert? TechTarget lists 36 AI generation tools in their 2023 guide, and while there are loads of tools to choose from, they are all based on the GPT-3 model.
AI content generation is content that is created by a platform utilizing the GPT-3 model. The content is generated and while marketed to be “new,” it really is not. Think about how AI generators work.
Generative AI tools take keywords, themes, and even voice/tone preferences, and it works to generate a blog, web page, or even a social media post, but it is not creating them out of thin air or using any expertise in the field to offer unique opinions and insights.
Instead, AI generates your content by pulling information from the internet. It searches and scours the thousands of web pages and blogs already out there to piece together information and generate copy.
But, AI Doesn’t Understand What it is Creating….
While it is fascinating to watch AI work, AI has no clue what it is writing. It is solely based on an algorithm pulling data based on your input.
Only a Genuine Industry Expert Knows the Content for their Industry
AI is incredibly fast and can write a blog post quicker than any writer, but because of its limitations in terms of understanding and having any expertise in the niche, it is not a specialist.
Here is where you may hit a speed bump or two, if you are using AI generation for your content marketing:
Let’s Talk about E-E-A-T and How AI Falls Short for Industry Professionals Seeking SME Content Creation
In Google’s February release, they mention guidelines for using AI generation in your content, and make it clear that they reward high quality regardless of how it is produced (whether human-made or AI-generated).
Many took that as a green light to go ahead with AI, but that is not what Google conveyed.
Let’s go back to the double update released in December 2022 when the extra “E” was added to the E-A-T standard, making it now E-E-A-T.
Image Source: Google Update, December 2022, Page 26
What was that extra “E” for?
Experience…
Trust is crucial with Google. Some websites may fall short of the bar, no matter how experienced, professional, or even authoritative they are if they don’t have the reader’s trust, and one example given from Google within their update reveals the most consequential sentence that websites need to pay attention to:
“…the content creator lacks adequate experience” means they will have a low E-E-A-T score.
For example, if the content creator reviews a restaurant, but never ate at the restaurant, they are not experienced or trustworthy, which means they have a low E-E-A-T to Google.
Let’s break it down further by looking at each component of E-E-A-T.
Experience
Experience, in Google’s eyes, offers another level of dimension they can use when evaluating content. Content must demonstrate it was assembled with a degree of experience – after all, a reader will value a person’s content more if they have life experiences on the topic and they are not basing it exclusively on research.
AI has no experience with your topic. Let’s take a look at divorce law, for example.
You want to write a blog for your law firm on the latest guideline changes for calculating child support, but you will find a few speed bumps along the way using AI to do so:
AI typically doesn’t access the latest data – so it may not even know or find the latest guidelines for calculating child support. Worse, it could create a blog on outdated guidelines that it notes as “updated.”
AI has no actual understanding of handling child support cases. AI hasn’t had to calculate what a child support payment would be based on your state, the local laws, or the parent’s income. It has definitely never filled out the child support worksheets – but you have.
If you go off the premise of why “experience” was added by Google, you can see why AI might not meet the mark. AI is not an attorney or a financial expert, and therefore, there is no SME content creation happening when you use AI to draft your blogs.
Expertise
SME content creation comes down to one important factor: credibility. A person without qualifications should not be writing a topic out of their realm of expertise. Period.
Why?
Google is unlikely to rank a website with content not written by a credible source over a website they know has content written by a believable source.
In areas where a subject matter expert is required, such as healthcare, Google has a higher level of scrutiny than things based more on personal opinion and less on facts.
Authoritativeness
Authority means you have proven you belong in the niche your website represents.
Sure, backlinks to relevant and authoritative sources will help build that authority, but only so far. If you only have quality backlinks, but don’t meet the other areas of E-E-A-T – well, you don’t have much to go on.
There’s not much more to say there. Authority is a building block, and it requires more than one block to finish your foundation.
Trustworthiness
Now, we’ve already covered where AI falls short for SME content creation, but the biggest area you are going to see harmed by the use of AI is “trust.”
Readers need to trust the content they read, and the website publishing that content, and Google has made it clear what they expect.
In fact, Google has made it evident that a website should have a clear owner, and that owner is responsible for that site.
When you are in industries that require an expert, such as legal, finance, technology, etc., the reader needs to know that a genuine SME is writing that content – not AI.
In Google’s policies update (modified March 14, 2023), they made this clearer.
In Section 2, Google notes that content distributed online cannot misrepresent the provenance of where it was developed. Meaning, if your content is AI generated, but you claim it was written by an SME, you’ve violated that AI use policy.
Likewise, impersonating an individual that is respected in the industry can be equally detrimental to your rankings. Such as using AI to create fake author bylines or even entire author profiles.
One area to pay particular attention to is Section 2c, which states that any misleading claims of “expertise” in sensitive areas, such as finance, legal, healthcare, etc., is a direct violation of of the AI use policy.
No one is going to trust content that is not written by a genuine expert in these delicate fields. While it is tempting to skirt that and just create an expert to back up AI-generated content, Google has made it abundantly clear it will not be tolerated.
Bottom Line: Flaunt Your Expertise with Genuine SME Content Creation
If you don’t have the knack for the written (typed?) word, that’s okay.
Just don’t turn to AI to create it for you.
Instead, seek out content agencies that hire genuine subject matter experts in those unique industries so that you are receiving content from a person that knows what they are talking about. They have degrees, work experience, and years of expertise writing in those niches.
While AI is permitted, Google has made it abundantly clear that they expect E-E-A-T to rule over it all, and that means if even one component of it is missing, you are risking your website’s rankings.
Let’s face it – after all of this time, we all know how hard it is to bounce back once Google has lost interest in your website. So, it is best to avoid ever reaching that point.
The team at Express Writers understands the importance of genuine SME content. We have a team of subject matter experts ranging from medical to healthcare to finance to legal and more. When you have a distinct niche, you need a team of writers that can provide your website with high-quality content and meet the demands of Google. Reach out to our team today and check out our SME content creation options, or visit the shop and order your first piece of SME content.
— Express Writers | Your Content Writing Partner (@ExpWriters) April 6, 2021
Our guest host for this month’s chat was Janet Machuka. She’s a social media marketing strategist and she has her own Twitter chat, #AfricaTweetChat. Janet shared some great tips with us, so let’s dive in!
Q1: What does it mean for a brand to be authentic?
If you’re curious what it truly means to have an authentic brand, here’s what you need to know:
A1. Being real, genuine and most importantly honest as a brand to your audience. #ContentWritingChat
Janet feels an authentic online brand is real, genuine, and honest.
A1. IMO, an authentic brand is one that shows its human side. How? By lifting the veil over the people managing their social media, showing their personality, having a brand voice, and sharing lots of BTS content too. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) April 6, 2021
For Masooma, it’s all about showing your human side. People want to get to know the real you and see your personality. It helps build a stronger connection.
A1: An authentic brand is one you trust, one that is approachable, and one whose content is relevant to you through several layers of your life. If you can't relate to a brand on a personal level, the authenticity score will go down for you personally. #ContentWritingChat
Being approachable is another great element of an authentic brand. When your audience can relate to you, you have a much better chance at succeeding on the way to your goals.
A1: A degree of transparency is necessary for a brand to be truly authentic, I think.
Transparency definitely helps! Be open and honest with your audience.
A1: To build an authentic personal brand, you need to be yourself. Allow people to get to know who you really are. Don't try to be something you're not. #ContentWritingChat
And don’t try to copy exactly what another brand is doing. You need to forge your own path and do your own thing. Be your true self and everything is sure to come together.
Q2: Why is brand authenticity such an important factor in establishing yourself online these days?
The authentic brands stand out more than the rest. Here’s why it’s a crucial factor in branding:
A2. —It differentiates you from the rest —To be engaged more, you need to be authentic as a brand —It makes a brand attractive and loveable —Authenticity can boost your brands network and referrals #ContentWritingChat
An authentic brand is going to stand out from everyone else in the crowd. People are more likely to support a brand that they find to be real, relatable, and trustworthy.
A2: Because people want to know who they're buying from. Social media provides a great opportunity to show them who you are. #ContentWritingChat
As Michelle said, people want to know who they’re buying from. Through social media, you can help people get to know you and your team. When they know you and like you, they’ll be more likely to engage with your brand and purchase your offerings.
A2: Authenticity is online currency. If you can't prove yourself here, where you have the chance to curate yourself, present products thoughtfully, & genuinely respond to feedback, why would I seek out your website or store?
Rachel brought up a great point about how people aren’t likely to visit your website or your shop if you fail to position yourself as an authentic online brand.
A2: Because you will position yourself as an expert. People will come to you to solve problems and that's how you make money. #ContentWritingChathttps://t.co/pRTXLKbmTc
At the end of the day, being authentic and showcasing your expertise is what will lead to even more sales in your business.
A2: Authenticity matters because you get to bring your uniqueness and individuality to the brand. A lot of companies are just copying each other but when you are authentic, genuine and real, you are going to stand out. #ContentWritingChat
And you’ll never get anywhere if you’re trying to be something you’re not. Don’t copy the other brands out there. Be yourself and do your own thing.
A2: I think people are now more skeptical and discerning because of the amount of in-authenticity–from fake news, to fake influencers, to brands "posing" their "realness" and people realizing they're not. So thinking and being "real" is critical #ContentWritingChat
— Jennifer L. Dawson (@JLDContentQueen) April 6, 2021
With so much fake content going around, it’s more important than ever to be genuine.
Q3: Can you share some advice on how to build an authentic, genuine brand online?
These tips will ensure your brand is authentic and resonates with your target audience:
A3. — Show your face — Be Transparent — Focus on Personal Interactions — Be open about our successes and failures — Communicate in a way that reflects your persona
Great answer from Janet! Show your face, be open and honest about your successes and failures, etc. Check out the article she shared for more tips.
A3: I think a brand needs to know who it is _before_ they go heavy on the digital marketing side. They need to have their values in order so they can build their brand authentically online.
Michelle suggests getting clear on your brand’s values before diving in. From there, it’ll be easier to build an authentic online brand people love.
A3. A good place to start is to have your values in order. Decide what you stand for then as @PRisUs said walk the talk.
Also, work on your brand voice and personality (helps get you noticed sooner rather than later) & shoot a lot of BTS content. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) April 6, 2021
Masooma agrees that you need to know your values first and foremost. After that, it’s about showing up. Behind-the-scenes content is a great way to showcase this!
Q4: What kind of content can you share that will allow you to showcase your personality and the values your brand stands for?
No need to stress over content ideas! Here are some suggestions you can use:
These are some great ideas from Janet. Draw inspiration from those who have created custom GIFs for their brand. They’re recognizable and add a little flair to your posts. You can even share inspirational stories about yourself and your customers.
A4. Behind the scenes content + personal account-based takeaways (for instance, X strategy worked for us).
Customer success stories also help in this regard to an extend. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) April 6, 2021
Behind-the-scenes content is always a great idea. People love to see what your everyday life is like, as it shows off your personality.
A4: Show off your employees, do behind the scenes short videos, GIFs, take part in community building activities and post those.#ContentWritingChat
If there’s more than just you working on your brand, make sure you’re introducing your team members to your audience as well. Better to get them acquainted with everyone!
A4: I wish more brands were brave enough to do Twitter Chats. Off the cuff content is a great way to get to know the vibe behind a brand: their humor, what matters to them, & how they work together.
I also think personalized infographics can be a great tool! #ContentWritingChat
Rachel would love to see more brands doing Twitter chats. They provide a great way to make connections, but brands also have the opportunity to just be themselves during chats.
Q4. Just be yourself. Share your thoughts, challenges, successes. Just share your journey. Couples with your unique brand identity you're all set, the rest will fall in place on its own. Just be consistent #ContentWritingChat
Share your thoughts, challenges, and success. Share your journey with others. The ideas here are truly endless, so get creative with what you post online.
Q5: How can you know if you’re actually resonating as being authentic with your target audience?
To know if you’re truly an authentic online brand, pay attention to metrics like these:
A5. —More engagements with your content — Your audience will love talking about you and referring you more often —Your audience will share more ideas, feedback, reviews and UGC about your brand —Increase in conversions, leads, sales. #ContentWritingChat
When it comes to metrics, you may notice an increase in engagement. More people starting conversations and offering feedback is always a plus since it’s an essential step in relationship building.
A5. A brand that resonates with its audience is a brand that garners lots of engagement, social mentions (for their personality and other aspects), and, of course, increased word-of-mouth recommendations. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) April 6, 2021
And who does’t love word-of-mouth referrals from happy customers?
A5: If your brand resonates with an audience, you'll feel it in the feedback. They'll respond to your emails, they'll provide thoughts with a smile instead of a smirk, and they'll share and respond to your content positively.
You’ll likely see more engagement on your social media platforms and even via email. When people are responding positively to your content, you know you’re on the right path.
A5. Numbers don't lie. Follow the figures, be it engagements, leads, sales or just an increase in traffic (reach, impressions). Genuine and authentic content gets genuine and authentic engagements #ContentWritingChat
And if you aren’t seeing the results you want, make some tweaks to your strategy. Don’t be afraid to change directions if needed.
Q6: If you have multiple people creating content for your brand, how can you be sure everything is aligned with your mission to be an authentic brand?
It’s important to keep everything on-brand! You can do that with your team by following these tips:
A6. —Communicate your brand niche clearly before they start writing the content. —Share a guideline with them to fully understand what kind of content that represent your brand#ContentWritingChat
Guidelines are incredibly helpful when you’re working with a team. Communicate your niche, your brand values, etc. before having anyone create content for you.
A6. A good way to be aligned is to create documents such as a document on brand voice, content creation guidelines, and more. Distribute them so that all teammates refer to the doc as they create content. #ContentWritingChat
— Masooma | Content Writer (@inkandcopy) April 6, 2021
Masooma suggests making a document that details everything a team member would need to know about content creation for your brand. Outline your brand voice, as well as any other tips they’d need to know.
A6: Two words: Style Guide. And go beyond "guide" to make it your Brand Bible–not just look and feel but a deep dive in tone, voice, personality, identity, content examples that reflect who you are. #ContentWritingChat
— Jennifer L. Dawson (@JLDContentQueen) April 6, 2021
A style guide will be a major help! Use it to share details of what works for imagery, brand voice, and more to keep everyone aligned with your brand vision.
A6. The simplest way is to align everyone to the same content calendar and the brand guidelines. The do's and don'ts should be like bible for folks working on the brand#contentwritingchathttps://t.co/wjtxtxTANl
— Vivek Nair – The Thrifty Marketer (@vivektweetsso) April 6, 2021
It’s also smart to get everyone on the same content calendar. Create a calendar and give everyone on your team access so they can stay updated.
A6: Have each person responsible for a certain niche or format (video, podcast, photos, blogs). I would also create a shift/day where each is responsible and put it on a master content calendar. #ContentWritingChathttps://t.co/AwV8voV9xj
Carla suggests assigning certain people to a specific format. If you have someone that’s great with video, make that their priority. It helps when people are able to shine and showcase their skills.
Q7: Are there any brands that show up authentically online that we can learn from?
Draw inspiration on being an authentic online brand from these examples:
These are some great brands to check out. Visit Janet’s suggestions over on Twitter and pay attention to what stands out about their brands.
Want to join the next #ContentWritingChat? Mark your calendars for the first Tuesday of every month at 10 AM Central. And follow @ExpWriters and @writingchat for all the latest.
Every brand has at least one unique “thing” that sets them apart.
The “it” factor.
If you’re involved in building your own brand or a business, you absolutely need to make sure you’ve identified that “one thing” that individualizes your message and your content.
That factor that differentiates you from your competitors. The one essential element everybody else is missing.
Without it, you’ll risk blending into the masses.
You’ll turn into another blip in the content sea. Seen and heard today, forgotten tomorrow. A scary, but true, reality.
So, my question for you today is:
What is your content differentiation factor in your industry?
First, let’s define.
What do I mean by “content differentiation factor?”
Your content differentiation factor (or CDF) is that one, unique thing – the it-factor – that separates you from the billions of other content pages on the web.
It’s the angle you present that provides a slightly different, new spin on topics your readers have seen before.
Joe Pulizzi of CMI calls this your pivot in the industry – more specifically, your content tilt. Joe talks about this concept in his book, Content Inc., which I highly recommend reading. He says:
When you have a solid differentiator, you stand out in a great way. Your voice rises to the top and gets heard. People want to hear what you have to say because it’s unique, useful, and valuable.
It’s how you not only reach your audience but reach them powerfully.
For today’s topic, let’s start by looking at a few perfect examples of brands that have it and use it to their advantage, and then get into how to find YOUR content differentiation factor.
Two Examples of Brands Killing It With a Solid Content Differentiation Factor (CDF)
Here are two amazing brands that are doing a killer job at using a CDF that aligns them with their audience.
1. Society6
First up, a brand with a solid CDF that perfectly caters to their audience – Society6.
This is essentially a printing service where you can get custom-designed items such as wall art, mugs, notebooks, t-shirts, phone cases, and even bedding, shower curtains, and furniture.
The differentiator which sets Society6 apart from similar printing services is the artist community that serves as their foundation.
Instead of offering pre-designed patterns and templates, Society6 sources designs from independent artists all over the world who receive a cut of the profits.
Their content ties into their CDF perfectly. They regularly feature original pieces from artists selling designs on Society6.
They also have a blog with more artist features, tips for creatives selling their designs on the platform, and home décor tips using their custom-printed goods.
Finally, Society6’s huge following and high content engagement speak to how well tapping into their content differentiation factor has played out. On Instagram alone, they have over half a million followers, and each post averages thousands of likes and comments.
Society6’s unique artists are their greatest asset, and they use this CDF to reach out to both consumers who want to support small businesses as well as creators looking to support themselves with their art.
[bctt tweet=”How are you differentiating yourself from others in your niche? What makes you stand out? @JuliaEMcCoy’s guide talks about content differentiation factor, plus examples, and how to do it. #contentmarketing #cdf ” username=”ExpWriters”]
2. Taste of Home
Another brand nailing their content differentiation factor: Taste of Home.
Originally a magazine dedicated to showcasing favorite recipes from home cooks, Taste of Home now has an online presence chock-full of content catered to their readers.
For example, their website serves as an extension of their printed compilations of reader-submitted recipes. However, what sets the brand apart is the fact that only the best of the best get featured because each is tested by the Taste of Home kitchen beforehand. Every recipe comes with tips, anecdotes, or secrets from the cook who submitted it.
Taste of Home leans into their CDF online and carries over the main mission from their print magazine: “foster[ing] a strong and loyal sense of community among like-minded home cooks of all ages.”
Along with user-submitted recipes and food-related blog posts, Taste of Home also populates their social media feeds with eye-catching video content.
Finally, their engaged community speaks to how well Taste of Home has used their CDF to their advantage. They essentially tap into the heart and warmth of home cooking.
How to Find Your Content Differentiation Factor (and Why It’s Different from Your Unique Selling Proposition)
It’s easy to mistake your content differentiation factor for your unique selling proposition, and vice-versa.
[bctt tweet=”Your unique selling proposition is NOT the same as your content differentiation factor. What makes you stand out in your industry? ” username=”ExpWriters”]
But, remember: They’re not one and the same.
Your unique selling proposition (USP) is the factor that makes your products or services better or more valuable than your competitors.
Your content differentiation factor is the unique angle you present as a brand/business. It’s how you approach industry topics and write about them from your individual perspective.
In short, your CDF is more akin to your motto, your mission, or your mantra. It’s how you approach connecting to your audience. To do it, you need to present them with an angle they haven’t seen before: your angle.
Here’s how to find it:
1. Don’t Over-Focus on Your Products/Services
This great blog from Jay Baer represents the pitfalls of what can happen when brands only focus on their USP, or on what their products/services do.
The key mistake, as Jay says, is when brands forget to be unique and only focus on the selling proposition:
“When marketers lean on unique selling propositions (USPs), they position their products as effective – but forgettable – solutions.”
Sure, your product is good and effective… but so what? Why should your audience care?
In contrast, your content differentiation factor is the thing that makes you memorable. It gives your audience a reason to listen to you because it’s about how you help them differently than the other guys.
How you help them differently – that’s key.
2. Consider Your Audience
You can’t stop at uniqueness for your CDF. It’s not enough to try to be different in your industry. Why?
Different doesn’t necessarily equal better. It doesn’t always represent a better choice for the customer.
Instead, frame your CDF in light of who you’re helping, what they need from you, and how you fulfill that.
To reference one of our above examples, Society6 does this by honing in on their artist community. Their mission is to empower independent artists and give them a platform for their work.
Aligning your CDF with your customers and readers is a great way to make sure it’s effective.
3. Ask Yourself How You Help Them BETTER
Maybe you help your audience in a very similar way to your competitors. If that’s the case, ask yourself:
How do you help them BETTER?
What unique angle of their problem do you solve?
What makes that angle possible?
Where does your industry expertise come from?
What piece of your background helps you help them?
4. Think About the Benefits
Again, stay audience-focused when coming up with your content differentiation factor. What benefits do you offer them when they interact with your brand, read your content, and buy your products/services?
It doesn’t have to be complicated, either.
5. Remember Your WHY
Finally, it always helps to think back to your original “why” – why you got into your business or industry in the first place.
What do you hope to do for your customers that no one else can?
How do you want to change the world?
What positive impact do you want to have on customers in your industry?
Discover Your Content Differentiation Factor and Get Heard for Profitable Results
It’s hard to stand out online.
That’s not to say it’s impossible. With your CDF firmly in hand, you’ll be well on your way to positioning yourself advantageously online. That way, your content will get read and shared by the right people, and your brand/business can continue to grow.
Just remember that it starts and ends with your audience, and how you impact their lives for the better.
Now get out there and differentiate yourself! And if you need some help with your homepage copy, content differentiation factor homepage slogan, or the blog you’re struggling to produce every week, we can help. Send us a quick line here.
There’s no denying that it takes time to truly build a brand that will stand out from the crowd, especially if you’re in a saturated niche.
Fortunately, our latest #ContentWritingChat has some tips that are going to help your brand shine. And this is advice you’ll want to implement in the coming year!
Whether you’re building your own personal brand or you are part of another company’s brand, these tips will still be beneficial for you. So, if you want to learn how to build a brand that people truly love, keep reading for this week’s recap!
#ContentWritingChat Recap: How to Build a Brand That Will Stand Out in 2018 with Rochelle Moulton
Our guest host this week was Rochelle Moulton. She’s an entrepreneur and a personal brand strategist. She joined us for Tuesday’s #ContentWritingChat to share her advice on branding and it’s definitely worth a read! Let’s dive in!
Q1: What does it mean to have a personal brand or a brand for your business? Have you built one?
To kick off the chat, we asked everyone to share what it means to have a brand. We also wanted to know if they’ve worked to build a brand themselves! Here’s what a few of our chat participants had to say:
A1a Having a personal brand is consistently presenting yourself/your ideas so your sweet-spot audience knows you. #contentwritingchat
Rochelle said that having a personal brand is consistently presenting yourself and your ideas so your “sweet spot” audience knows you. Your brand also needs to be authentic. If it’s not, people are going to see right through you.
A1: A brand is an identity for the company or person. It shows what is important to the company. It is crucial to be consistent with the identity you are showing. #ContentWritingChat
Lexie knows a brand is essentially the identity of the person or company that it represents. She feels your brand shows what’s important and that consistency is key.
Sarah said that having a personal brand showcases what your business is and how you’re able to help your customers.
A1 Personal brand = creating a transparent, genuine, and honest public identity attached to ROI (courses, consulting, services, etc) that people relate to and want to invest in. #ContentWritingChat
— Julia McCoy | ? New book out Nov 30! (@JuliaEMcCoy) November 28, 2017
When building a personal brand, you need to be transparent, genuine, and honest. Julia said that people will need to be able to relate to your brand and should want to invest in it. That’s all part of helping you attract the right people.
A1. It’s your personality, vision, mission. It’s what you do, why you do it, and how you do it. It’s what people know and understand about you. It’s what people say when you leave the room. #contentwritingchat
As Brittany said, your brand is your personality, your vision, and your mission. It’s all about what you do, why you do it, and how you do it. She knows that your brand helps people get to know and understand you.
A1. “Building your #brand is a crucial part of developing your business. It’s the foundation of giving your organization a voice, identity, value, and awareness among consumers.” via @HubSpothttps://t.co/Z4S2lWRYyj#ContentWritingChat
As Rochelle said, it’s important to have clarity on who your ideal audience is. You need to know who you want to reach in order to create the content that will resonate with them. She also said that having a compelling point of view will help you stand out from others.
A2 Consistency is highly underrated—it’s actually the single most important factor in building trust in your brand #contentwritingchat
And don’t forget that consistency is essential as well! It’s going to help you establish your brand and build trust with your audience.
A2: A unique message…Something that sets you apart from others in your niche. When you define your message, you have to make sure that it’s one that can grow with you. #contentwritingchat
A unique message is going to help differentiate you from the others in your niche.
A2
Know:
WHO you are
WHAT is your unique “offering” & differs your from others
HOW can you serve your audience
WHAT are ways to educate, entertain of be helpful#ContentWritingChathttps://t.co/1fH7LuPGmQ
Zala said you need to figure out who you are, what your unique offering is, how you can serve your audience, and ways you can educate, entertain, and help the right people.
A2. You need to know your why in creating a brand for your business #contentwritingchat
Besides knowing your why and the mission behind your brand, you also need to know who you’re trying to reach. Without a clear idea of who your target audience is, how can you expect to reach them?
A2)
Know your WHY (you need to understand what drives you & why)
Be CONSISTENT (show you’re active, engaged, & dedicated)
Be GENUINE (don’t be someone you’re not)
Be AUTHENTIC (see above)#ContentWritingChatpic.twitter.com/zq7Eqj6c0c
Don’t forget you need a unique voice, a valuable message, strong motivation, and the ability and willingness to share a well-crafted story.
A2: Analyze your competitors and see where they lack and where you may be able to pull your ranks. Also ensure you include various forms of media in your strategy! #contentwritingchat
Tamara shared a great tip about analyzing your competitors. You can learn a lot from the areas they may be lacking in. You can use this as your opportunity to step up to the plate.
Q3: How important is content creation when you build a brand? How can it help your brand stand out?
What role does content play when you’re building a brand online? Does it really make a difference? (That answer would be ABSOLUTELY!) These are some reasons why the content you produce is essential for your brand:
A3 Content creation drives all, especially for the personal brands of experts—i.e. wisdom brands. #contentwritingchat
Rochelle knows that both content creation and content curation are essential when it comes to building your brand.
A3. #Content creation can build trust and loyalty, increasing #audience engagement. It also allows a #brand to share their message in a more creative way. #ContentWritingChat
The content you publish online can build trust and loyalty, while also boosting engagement with your audience.
A3: Content creation is vital to a brand. It helps you connect with your audience. What is a brand without people who believe in it? It also helps show your authority as an expert which can lead to more followers. #ContentWritingChat
As Lexie said, content can also help you connect with your audience. She knows a brand is nothing if there aren’t people who believe in it.
A3) Content creation can be very important because it shows your views, stance, and opinions on things. These are the things that will resonate and emotionally connect with your audience…which leads to a growing audience! #ContentWritingChatpic.twitter.com/dj9Obncdf0
Jason said the content you crate shows your views and opinions on things. This can help you connect with your audience on a deeper level, which can also attract new people to your brand.
A3: Content creation is extremely important – it speaks directly to your customers, tells them who you are what you care about. One valuable piece of content can change every thing. (At least that’s what @garyvee tells me) #ContentWritingChatpic.twitter.com/EM2ftKnR4m
Content speaks directly to your customers. It tells them who you are and what you’re all about.
A3 IMO it’s the key to success. You must put yourself out there and be the brand. There is no benefit on doing what everyone else is. Put your thoughts out there and see what people think, you will engage more people #contentwritingchathttps://t.co/X89LXhCjk6
Don’t worry about what everyone else is doing with their content. As Jade said, put your thoughts out there and see what people think. Don’t be afraid to share your unique point of view, but make sure you’re also engaging with the responses you get.
A3 Content creation is EVERYTHING to building up your brand, esp at beginning.
I focused on long-form blogs & guest post content from day 1 for @ExpWriters and it is the #1 reason we grew to 5,000 clients from nothing. ?#ContentWritingChat
— Julia McCoy | ? New book out Nov 30! (@JuliaEMcCoy) November 28, 2017
Even Julia knows the benefits of content creation! It’s been her top priority when growing Express Writers.
Q4: How do you include your personality or a company’s personality in the content you create online?
If you want to build a brand that stands out, one of the key aspects to consider is personality. Your personality is what will attract and resonate with your target audience. But how do you express that through the content you share? Check out these tips:
Rochelle knows that adding personality can be a scary thing, but she encourages people to experiment. Take cues from what others are doing and try seeing what works for you.
A4. Your language, voice, and tone should be consistent to your brand and reflected in all the content you create. #contentwritingchat
Language, voice, and tone need to be consistent with your brand and should be reflected in your content. Always keep that in mind when you’re creating. Kristen also suggests thinking of three words to describe your brand. Those words can help guide you when writing content, designing graphics, and more.
A4. You basically speak from the heart and follow your conviction. It takes time to develop that voice #contentwritingchat
Cheval’s advice is to speak from you heart. As he said, it takes time to develop your voice, so don’t rush it.
A4 When you are single person army, maintaining voice across #social channel is very easy, but you need to have proper guidelines to guide a team to maintain your Tone & voice.#ContentWritingChathttps://t.co/m9YPBL9M4O
It helps to have guidelines for branding if you have a team working alongside you. As Varun said, those guidelines can help your teammates maintain tone and voice when creating content.
A4 Personality is what your brand is all about. If you don’t put yourself out there why are you marketing? You must be yourself and be authentic or you will just blend in #contentwritingchathttps://t.co/NfsGHiGWWM
A helpful piece of advice from Shelly: not everyone is going to like you. You need to focus on resonating with the right people, which are the ones in your target audience. It’s okay to repel the ones who aren’t the best fit for you.
A4: If you’re building a personal brand, BE YOURSELF. It’s so important to be genuine. If you don’t, people will see right through you. #ContentWritingChat
Zala had some kind words to share about the Express Writers team, which we couldn’t appreciate more! We like to make sure our team is visible and an active part of our brand.
Q5: How can brands use storytelling in 2018 to ensure they stand out from the crowd?
Storytelling has become a crucial element in helping brands connect with their target audience. If you’re wondering how you can better use storytelling in 2018, take a look at this advice:
A5 I like to identify the kinds of stories to source/write and then mix ‘em up such as… #contentwritingchat
Rochelle suggests writing how-to content, sharing mistakes or light bulb moments, talking about client experiences, and more. These are all great ideas to implement.
A5: Paint a picture of how you and the audience work together to fulfill their needs (professional services oriented). People want to read how you can help them benefit; not about how awesome you are.#ContentWritingChathttps://t.co/pEPYHeVXtj
Sarah suggests showing others how you and your audience work together to fulfill their needs. They want to know how you and your offering will benefit them.
A5: The most effective stories are based on how you helped a client address a challenge that others are facing, or will face. #contentwritingchat
To showcase the benefits you can provide to your target audience, sharing client success stories is a great way to get started.
A5
By immersing & living your story. Be honest & authentic as you go. Talk about your success as well as failures. Really study the triggers & topics that attract / interest your audience > hyper-tailoring it to them. #ContentWritingChathttps://t.co/GcdXqne44E
Immerse yourself in your brand and live your story. As Zala said, it’s important to take about your successes and your failures. That’s relatable and it’s what draws people into your story.
Andrea knows that video marketing is where it’s at. If you aren’t already using video to tell your story, 2018 is the time to do it.
A5: A well-crafted brand story gives you a foundation for every piece of marketing and sales. Consistency helps brands stand out. So does a great story. So craft, refine, edit, redo. You won’t get it just right the first time. #ContentWritingChat
Brian said that a well-crafted story gives you a foundation for all your marketing and sales content. You want to be consistent to stand out and become easily recognizable by your audience. He also pointed out that you might not get things right the first time, so don’t be afraid to make tweaks.
Q6: How can you tell if your brand is resonating with the right audience? Are there metrics you can track?
Once you’ve started building your brand, you obviously need to make sure it’s attracting and speaking to the right people. How do you do this? Here are some handy tips to help you find out:
A6 Resonance can be small—like anecdotal experiences—or big. As in social media love. #contentwritingchat
There are a variety of metrics you may want to track. Rochelle suggests looking at social media engagement stats, new client stats, etc.
A6: Is your brand resonating with your target audience? Pay attention to who is engaging with your content and what they have to say to see what’s working and what’s not. #ContentWritingChat
Ask yourself who is engaging with your content and what they have to say about it. This will help you determine if your content is working or not.
A6: Absolutely! First and foremost: conversions. Work backwards from there, measure supporting KPI to find out where they’re coming from, where they’re falling out of the funnel, etc. And TEST!#ContentWritingChathttps://t.co/WHY924bBMR
A6: Conversions, which can be a multitude of things, not just sales. We also like to look at time on site, social shares, links to content, etc. #ContentWritingChat
Both Sarah and Lexie know that conversions are key. It’s important to keep your end goal in mind and create the content that’s going to help you get there. Plus, conversions can be a number of things, not just sales.
A6: Social engagements. Page views. Duration on a page.
Support tickets—hear what people think of your services/products. Great feedback comes from unhappy customers/readers. Respond with empathy and rectify. #ContentWritingChat.
You can look at social media engagement, page views, duration on page, and support tickets from customers.
A6: Are they sharing your posts? How much time are they spending on your site? Are they leaving comments? Are they signing up for your newsletters? Are they following you on social? #ContentWritingChat
Are people sharing your posts? How much time are they spending on your site? Are they leaving comments, and if so, what are they saying? These are just a few things you’ll want to ask yourself.
A6: Take a look at your subscribers. Do they represent your desired audience? #contentwritingchat
You can even look at your subscribers to see if they represent your target audience. If they do, you’re on the right path. If not, you have some work to do!
Q7: Your brand just isn’t working for you anymore. What should you do if you think it’s time to re-brand?
How do you handle a re-brand if you think it’s the right step for you? Check out this advice:
A7 But if you think of re-brand as “How can I better hone my niche/my message for my sweet-spot clients”—bingo! #contentwritingchat
Rochelle said to use this as an opportunity to better hone your niche and your message. You want to get clear on who you’re targeting and what you’re providing.
Before you dive head first into a re-brand, ask yourself what isn’t working for you. This will help you determine where you need to begin your work.
A7: Figure out why it isn’t working anymore. You can’t change anything without knowing the problem. Keep what is working and tweak what isn’t until you find you a new fit. #ContentWritingChat
As Lexie said, you can’t change anything without first knowing what the problem is. From there, you can make tweaks until you find what works for you.
A7: Review your strategy and find out what isn’t working and why. Figure out if it is better to enhance your weak spots or omit them from your social strategy. Always have your audience/client’s best interests in mind. #contentwritingchat
Tamara also suggests reviewing your strategy to see what’s not working and why. This is always the best place to start.
A7: Do your research. Ask your audience — what do you think/like to see? TEST. Don’t just assume what you like, others will like, too.#ContentWritingChathttps://t.co/vfGQWB5CQj
If you have a team working with you, get their help as well. Figure out who you are, who you serve, and why.
A7.
Rebrand?
Ask:
??Who are we?
??How have we evolved?
??What’s our new purpose?
??New message?
??New audience?
??What made prev. branding unsuccessful?
??What elements will transfer over?
??What’s the aim of rebranding?#ContentWritingChatpic.twitter.com/3hWKOzyNGV
Gaby shared some great questions you should ask yourself if you’re facing the possibility of a re-brand.
A7: I think a refresh is better than a full blown re-brand. You can keep your core the same and still show that you are keeping up with the times. Don’t just do so because of certain trends, it needs to be real and honest. #ContentWritingChat
Sometimes a refresh is all you need! Don’t immediately jump into a re-brand. Take time to figure out what’s really in your best interests.
A7: If you are no longer finding success, rather than knee-jerk reaction re-branding, ask questions. Why? What has changed? Often it won’t be your brand but a strategy that needs revising. #contentwritingchat
Zachary suggests figuring out why things are no longer working and what has changed. Sometimes a change in your strategy is all you really need.
A7 Be VERY careful with a rebrand. I considered getting a cooler name for my co. once – and was told by multiple biz coaches “don’t do it.” When you have a strong audience, rebranding gets tricky. #ContentWritingChat
— Julia McCoy | ? New book out Nov 30! (@JuliaEMcCoy) November 28, 2017
As Julia said, you want to be very careful about moving forward with a re-brand. It can get tricky and it’s a lot of work to take on.
Q8: Is there any final branding advice you’d like to share with us?
To close out the chat, we asked everyone to share a final piece of branding advice that we could all takeaway from this week’s chat. Here are some of the responses:
A8 Be genuine and focused on how you transform your audience. It’s the transformation they value most… #contentwritingchat
A8: If it ain’t broke, don’t fix it! That said, if it’s time for a facelift, don’t be afraid to venture into new waters — as long as you’ve done your research and know what’ll resonate with your audience.#ContentWritingChathttps://t.co/2x4jWXetuI
If it’s not broke, don’t fix it! Sarah said you shouldn’t be afraid to go for a facelift when it comes to your brand, but a full makeover isn’t always necessary.
A8. Make sure your brand emulates your core values and you are consistent in producing quality content on a daily basis #contentwritingchat
As Brittany mentioned, your brand is more than your logo. It’s your identity.
A7: Hold focus groups with your target market. Find out what is working for them and what is not. Be honest about your brand’s faults and actively seek out solutions. #contentwritingchat
Holding a focus group with your target audience is a great way to get feedback!
A8. Be consistent with your own style. Keep patience and never give up. More importantly, it’s all about building a relationship. So, be human. #ContentWritingChathttps://t.co/Cr01zuTUNi
Want to join the next #ContentWritingChat? You can hang out with us on Twitter every Tuesday at 10 AM Central Time! Just be sure to follow @ExpWriters and @writingchat for all the latest!
Are you wondering how to build a personal brand that stands out online? If so, you’re in luck! That’s exactly what we discussed in our latest #ContentWritingChat. We talked about what it means to have a personal brand, the first steps you need to take to build your brand, and how you can incorporate personality into all of your online content.
Does that sound like exactly what you need right now? Keep reading for our recap of Tuesday’s chat!
#ContentWritingChat Recap: How to Build a Highly Profitable Personal Brand with Anthony John Amyx
Our guest host this week was Anthony John Amyx. He’s a personal brand and business growth strategist. He shared some great advice with us this week, which you’ll want to check out!
Q1: What does it mean to have a personal brand and why is it important?
So, what exactly does it mean to have a personal brand of your own? And why is it such an important thing? Here are a few of the responses we received during the chat:
If you want to stand out online, you need to have a personal brand. Show what you’re passionate about and what you have to offer that can help others. This is ultimately going to separate you from others.
A1: It is our reputation – what ppl think when our name comes to mind. We all have one. That’s why it’s important. #contentwritingchat
As Javi pointed out, your personal brand is your reputation. It’s what other people think of when your name crosses their mind. Whether you realize it or not, we all have a personal brand. That’s why it’s so important to be aware of it.
Your personal brand goes beyond the visuals, but it also includes your values, priorities, and influence. It’s all about how you portray yourself online.
A1: Having a personal brand helps to know what your business stands for and for people to connect with you. #ContentWritingChat
Rebecca knows that we all have a personal brand, whether you maintain it or not. That’s why it’s better to be in control of what you’re putting out there online because it directly impacts your reputation.
Q2: What are the first steps to building a personal brand online?
Now that you know why it’s important to build a personal brand, you’re likely wondering how to create a brand of your own. Here are the first steps you should take to establish your brand:
Make sure you know who your target audience is and know your story as well. You also want to build a platform to get people onto your list. All of this should come before you focus on promotion.
A2: Make sure you know what you want to be known for. From topic to voice, get the building blocks in place. #ContentWritingChat
Maureen said you need to know what you want to be known for first. Get those building blocks in place in order to get started. You want to know which topics you’ll talk about and you need to find your voice.
A2: Be personable. Use what you’re passionate about to start to build your brand, you can always expand from there. #contentwritingchat
It’s important that you figure out your niche and what makes you original. As Shelly said, you should be interested, present, knowledgeable, original, and in demand.
One very important tip to remember when building your personal brand: don’t fake it. People will see right through you if you aren’t being genuine. Be yourself and that’s what will resonate with them.
Nick said you want to put out content that’s going to help you build your brand. Know what’s going to resonate with your audience and what aligns with your goals and share content that fits that.
A2. You can provide value to your audience on a daily basis and earn their trust #contentwritingchat
Cheval’s advice is to provide value to your audience on a daily basis. This is going to help establish trust and allow you to build a relationship with them.
A great way to grow your personal brand on Twitter is to join Twitter chats. They’re the perfect opportunity to find and connect with new people in your niche.
Jenn suggests using strategic words and hashtags on social media. This is going to help more people discover your content. After all, you need those people to find you.
Absolutely. Why do most people think some tactic will save them? Clarity + Confidence + Certainty + Consistency = Cash #contentwritingchat
Don’t forget that consistency is key when it comes to branding. As our guest host pointed out, clarity, confidence, certainty, and consistency are essential if you want your brand to be profitable.
Q3: How do you incorporate your brand’s personality and voice into your blog and social media content?
Once you’ve started building your personal brand, you might be wondering how to inject personality into the content you publish online. Take a look at this advice from Tuesday’s chat:
Nick’s advice is to be yourself. He realizes that we, as humans, crave authenticity. Unfortunately, there are so many people online who aren’t being true to themselves though. You’ll be much happier and more successful when you embrace who you really are.
Let your brand’s personality shine through in everything you do online. Don’t hold back! Your personality should be apparent on your site, in your blog content, and on social media.
A3: For those I coach, I say “stay close to the real you” Own your humor and imperfections to build trust. #ContentWritingChat
When it comes to writing, Andrew recommends keeping a mission/goal statement as a reference. This will help ensure you stay on track with your personal brand.
Julia also likes the idea of having style guidelines for writing. When you know how you want your brand to be perceived, it’s easier to create those guidelines and stick to them.
Q4: How can you know if your personal brand is truly successful or not?
How do you know if your personal brand is really getting the results you want? Here are some tips to keep in mind:
A4: First you need to set goals for yourself. What are you trying to achieve with your personal brand? #contentwritingchat
First, you need to set goals for your personal brand. You can’t expect to track results if you don’t know what you want to achieve. Figure that out first and you can move forward from there.
Andrew also agrees that you need to have goals. He suggests choosing something quantifiable, which will allow you to track your results. You’re then able to make adjustments as needed to get the results you’re hoping for. Andrew also said having confidence in your own brand is important.
A4: When you meet your goals! Also, when people find value in your personal brand – maybe they’ve learned something. #contentwritingchat
Kavita also knows the importance of setting goals. She also said that people finding value in your personal brand is a good sign. You want people to learn something from you, right?
A dedicated readership is another sign that you’re on the right path. You want to know that people are reading your content and engaging with it. Content that resonates is going to set you up for a win!
Q5: How can you be sure your personal brand leaves a lasting impression on your audience?
It’s hard to stand out in this noisy online world these days. So, how can you be sure you stand out and actually leave an impression? Check out this advice from the chat:
Building a personal brand requires consistency. As Andrea said, you can’t disappear for months, only to come back and expect people to welcome you again. You need to be present by consistently sharing content and engaging with your audience.
A5: Be consistent with your look and presence – most of all be genuine and don’t be afraid to be yourself. #ContentWritingChat
Elizabeth also agrees that consistency is important. She said to be consistent with your look and your presence, but that you also need to be yourself.
A5: Your personal brand will leave a positive, memorable impression if you consistently deliver on your promise. #contentwritingchat
Kristin encourages you to consider how you leave people feeling after they’ve interacted with you. Do they feel hopeful or motivated? How do you want your audience to feel after reading your content, watching a video, or having a conversation with you?
Sara’s advice is to focus on serving your audience. When you can deliver what they want, they’ll keep coming back for more time and time again.
Q6: Share some of the most common mistakes people make when building their personal brand.
There are a lot of things that can go wrong when building your brand. To make sure you avoid them, take a look at these mistakes people frequently make:
A lack of consistency can set you up for disaster. Make sure you find consistency in your voice. Jason also suggests avoiding anything that may come off as spammy.
A6: Ignoring your gut. Don’t do something you’re not comfortable with; it might just become your brand. #contentwritingchat
Brand confusion is going to leave your audience scratching their heads. One way that brands often mess this up is with visual elements. You want to keep styles and colors the same so your content is easily recognizable.
A6: Trying to pls everyone, being all things to all people, doing what works for everyone else #contentwritingchat
Jason knows the expanding networking is a definite upside to developing a personal brand. He said it’ll help you find and connect with people similar to you, which is always great.
A7: Up: You get to be you! Down: Building a personal brand takes a lot of work. #contentwritingchat
With a personal brand, your followers are attached to you. They’re not tied to any particular product or company. No matter where you go, they’re likely to follow.
Q8: What are some of your favorite personal brands? Tag them!
Ready to be inspired by some other amazing personal brands? Check out these favorites from the chat:
Jenn and Julia both shared great examples of personal brands that are worth checking out!
Want to join us for the next chat? #ContentWritingChat happens every Tuesday at 10 AM Central Time! Be sure to follow @ExpWriters and @writingchat for the next one!
