Storytelling! The section where content marketing and brand strategy intertwine the most, but according to the latest data, that’s not the only one. In fact, every single interaction you have on social media, every blog post you publish on your website, is a representation of your brand.
If you strip down the definitions to basics, the brand would be the broader concept and content is the heart of it. Hence, you can’t tell the story about your brand (business) without content.
However, content shouldn’t be influenced only by brand, but aligned with it. For example, you can use content to create a full customer journey on your website. The brand can control the tone and the voice of the content, but SEO should be in the driving seat when it comes to optimization.
Furthermore, content and brand should share the same pool of information like customer personas or market research. If you understand the needs of your customers, it will be easy for you to create useful content that answers their questions.