Why Brand Building Matters in the Content Department [Podcast]

July 30, 2018 Randy Frisch

Is your content strategy focused on brand building or demand generation? According to this week’s guest on the Conex Show, the answer should be both.

While it’s certainly easier to measure marketing activities that are centered around demand generation, there’s no point in gathering leads if no one knows who you are. Lead generation is of course still important, but content for the purpose of brand building is just as crucial.

Chris Moody, Head of Global Content Marketing at Cheetah Digital, joins the Content Experience Show to discuss balancing lead gen with brand building.

In This Episode: 

Setting Up a Content Department in an Already-Established Business

As a designated content team becomes more and more of a necessity for businesses, being able to create one without putting all other work on hold is essential. The first piece, Chris explains, is understanding your business’ goals so you know what content needs to be created. Then you’ll want to dive into building out a strategy.

“You need a documented content strategy, so you want to be forward-looking and saying, ‘Here's our end goal. Here's how we're going to get there.’” — @cnmoody

Balancing Brand Building With Lead Generation

Chris mentions how it’s natural for marketers to gravitate toward demand generation activities because they’re easier to measure than brand-building projects, but the truth is, there needs to be a balance of both.

"Politely say no to things that don’t matter while you create the important stories to tell for the brand.”  — @cnmoody

Why Branding and Demand Gen Must Work Hand-in-Hand

Having a great demand engine doesn’t matter if no one knows your brand. On the other hand, if everyone knows who you are, but you don’t get them into your system and you aren’t nurturing them, how's that going to work? That's where the two combine.

“You can have a great demand engine, but if no one knows who you are and they don't care, what's the point?” — @cnmoody

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Visit the Conex: The Content Experience Show stream for more insights from your favorite marketers.

About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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