{"id":79004,"date":"2021-11-02T15:00:42","date_gmt":"2021-11-02T19:00:42","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/change-brand-perception-always-on-content-marketing\/"},"modified":"2023-09-14T05:47:04","modified_gmt":"2023-09-14T09:47:04","slug":"change-brand-perception-always-on-content-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/change-brand-perception-always-on-content-marketing\/","title":{"rendered":"How to Change Your Brand Perception with Always-On Content Marketing"},"content":{"rendered":"<p>Always-on content marketing is the only way to build new relationships for a brand.<\/p>\n<p>As my good friend <a href=\"https:\/\/contentmarketinginstitute.com\/2018\/08\/content-brand-perception\/\">Carla Johnson<\/a> points out, you need only look at the rebranding MGM Resorts\u2019 Las Vegas properties underwent to see what magic content marketing can work. If you\u2019ve ever watched old movies set in Vegas, you know that all the romance revolved around the high rollers.<\/p>\n<p>Entertainment entered the picture in the &#8217;50s and &#8217;60s when the Rat Pack burst onto the scene \u2013 but family-friendly entertainment? Let\u2019s just say that it was scandalous in most parts of the country if you took your kid to Vegas.<\/p>\n<p>That all changed when Beverly Jackson came onto the scene in 2015. With the central theme of entertainment, she produced content that expanded each of its hotels\u2019 appeal to new customer segments, including families with young kids, with one hotel\u00a0\u2013\u00a0Circus Circus\u00a0\u2013\u00a0now on track to compete with Disney for the family market.<\/p>\n<p>But that kind of sea change didn\u2019t come about with a\u00a0one-off campaign\u00a0\u2013 or even a series of them. It came about with a sustained flow of content tailored to each property\u2019s target customers, delivered on a multitude of channels.<\/p>\n<p><a href=\"http:\/\/divvyhq.com\/2018\/11\/what-is-always-on-marketing\/\">Always on marketing<\/a> works. <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/always-on-content-marketing-works\/\">Always on content marketing<\/a> works ever better, especially when trying to grow your brand.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Research your new target market and their needs.<\/em><\/li>\n<li><em>Differentiate your new brand voice from your previous one.<\/em><\/li>\n<li><em>Publish quality content and sustain\/increase the pace of publication.<\/em><\/li>\n<li><em>Use data, innovation, and a consistent content strategy to change your customers\u2019 perceptions.<\/em><\/li>\n<\/ul>\n<p>That kind of sustained content marketing can differentiate your brand \u2013 not only from its competitors but also from its former self. The same content marketing principles that set you apart from others in your field work in a rebrand or expansion as well. Use\u00a0these steps\u00a0to change your target customers\u2019 perceptions of your brand:<\/p>\n<h2>Position Your New Brand Image Strategically<\/h2>\n<p>Do some deep research on your new target markets, as well as trends within those groups. For example, the MGM resort hotels we mentioned earlier looked at the family-friendly giant Disney as a model, looking at what worked and what didn\u2019t to position themselves as a major player in the family resort niche.<\/p>\n<p>Furthermore, it looks like MGM has researched some of the leading-edge trends in the industry as well. The chain looks to corner the market in the autism-friendly resort sector by becoming the first resort to obtain an Advanced Certified Autism Center (ACAC) designation from the International Board of Credentialing and Continuing Education Standards (IBCCES).<\/p>\n<p>With the\u00a0increase in autism diagnoses\u00a0in American families, this strategy should work to position the chain as a leader in this niche.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-652965\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/sensory-bags.png\" alt=\"autism sensory bags\" width=\"700\" height=\"393\" \/><\/p>\n<h2>Differentiate Your Brand Customer Experience from its Former Self<\/h2>\n<p>For more than a century, Coca-Cola\u2019s flagship cola has led its branding. With one exception: New Coke \u2013 a 1980s marketing disaster caused by the company\u2019s dropping its signature beverage.<\/p>\n<p>After declining revenues between 2012-2017, the company needed to extend its brand beyond cola. Rather than repeat the brand\u2019s colossal misstep,\u00a0<a href=\"https:\/\/www.marketingweek.com\/coca-cola-no-longer-tied-brand-rules\/\">Coke\u2019s CEO<\/a>\u00a0kept the flagship product and created new content to showcase its non-sparkling beverages, using influencers, employee messaging, and even Indiegogo to create buzz.<\/p>\n<p>The lesson: think about your audience and what they want. Create content in the formats they want. And use influencers and employees to share it out.<\/p>\n<h2>Publish Quality Content Consistently<\/h2>\n<p>Whatever the niche you want to expand into, you need to create content that informs your potential customers, helps them conquer their challenges, and answers their questions.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/marketing-needs-data-driven\/\">Use data analytics<\/a> to discover more about who they are, what problems they face, when and where they spend their time online, and keep listening on social media to learn what questions they have.<\/p>\n<p>Let those factors determine the content you\u2019ll publish. Keep all your content\u00a0consistent with your new brand image\u00a0\u2013 and publish often, at least\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-weekly-blogging-can-boost-b2b-sales-10x\/\">two to four times a week<\/a>.<\/p>\n<p>Every week. If you can\u2019t keep up with the demand, outsource your content creation to a content marketing agency. When you\u2019re rebranding, a consistent, sustained effort is critical to build awareness quickly.<\/p>\n<h2>Flirt with Trends, but Marry Long-Term Brand Strategy<\/h2>\n<p>Make your owned online assets the permanent parking spot for your content. Don\u2019t make the latest social media flash in the pan be the place where you invest most of your time and money.<\/p>\n<p>Those who invested most of their branding in MySpace, for instance, would have had to do an expensive about-face when that platform faded into obscurity.<\/p>\n<p>Keep your best <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/best-content-marketing-hub-examples\/\">content on your websites<\/a> and use your social media and other third-party platforms as a dash of spice. That way, you can easily shift your strategy once the next trend comes along.<\/p>\n<h2>Use Innovative Strategies to Reach New Audiences<\/h2>\n<figure class=\"redactor-keep-figure redactor-component\">\n<p><figure style=\"width: 700px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Rebranding-your-Business-Infographic-03-a-1-928x1024-1.jpg\"  alt=\"Rebranding Your Business Infographic 03 A 1 928x1024 1\" width=\"700\" height=\"773\" \/><figcaption class=\"wp-caption-text\">Image courtesy of\u00a0Three Rooms<\/figcaption><\/figure><\/figure>\n<p>Let\u2019s say you make toys, and Disney taps you with the chance to create a line of Star Wars toys. You want to expand your brand into the adult sci-fi\/anime market.<\/p>\n<p>That kind of move requires a radically different brand image than your kiddie line. So, you\u2019ll need to start posting on channels that appeal to an adult audience.<\/p>\n<p>Whether you create a brand-new website or create a separate section on your current website, you\u2019ll need a new voice to reach the sci-fi\/anime community. A sophisticated brand voice, paired with messaging on forums and social media groups that serve the geek community, will go a long way toward reaching your new customer segment.<\/p>\n<p>However you rebrand or expand, you need to create a brand voice that speaks to them in their language and find new ways to reach them.<\/p>\n<h2>Use Customer Segmentation to Drive Your Content Distribution<\/h2>\n<p>Whether you\u2019re expanding your brand into a new market or rebranding altogether, it\u2019s always a strategic move to segment your customers by their location, type of products they\u2019re likely to buy, and where they are on their customer journey.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/strategy\/5-reasons-buyer-personas-arent-good-enough\/\">Buyer personas<\/a>, particularly for the new segments, can help your creative team craft content that appeals to their particular interests.<\/p>\n<p>It\u2019s even more important to get your message just right when you change your brand image. That\u2019s why it pays to put in an extra effort to build an accurate buyer persona for your new customer segments.<\/p>\n<p>Then, distribute your content on the channels they hang out on, as well as on your website.<\/p>\n<h2>Finally, Listen and Measure<\/h2>\n<p>Once you\u2019ve published and distributed the new content that positions your brand in a new light, it\u2019s time to listen to what your followers are saying about your brand on social media.<\/p>\n<p>Look for indications in their comments that show that they\u2019ve shifted their perceptions in line with your shift in brand direction.<\/p>\n<p>Then, dive into the data to see how your new target customers have reacted to your new branded content. Are they converting? Are they moving along the steps in the buyer\u2019s journey?<\/p>\n<p>Look at your best-performing content, repurpose it into another form, and republish it. With your best performers in front of you, tweak those pieces that aren\u2019t performing to better reflect your brand\u2019s new direction and your customers\u2019 needs.<\/p>\n<p><em>Whether you\u2019re rebranding or broadening your perspective, the right content can help drive your brand message home. If you are ready to get more traffic to your site with a sustained content marketing strategy with top-quality branded content, check out our\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Service<\/a>. Set up a\u00a0<a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">quick consultation<\/a>, and I&#8217;ll send you a free PDF version of my books. Get started today\u00a0\u2013 and generate more traffic and leads for your business.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Always-on content marketing is the only way to build new relationships for a brand. As my good friend Carla Johnson points out, you need only look at the rebranding MGM Resorts\u2019 Las Vegas properties underwent to see what magic content marketing can work. If you\u2019ve ever watched old movies set in Vegas, you know that [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-79004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Change Your Brand Perception with Always-On Content Marketing - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Sustained content marketing is the only way to change your brand perception while reaching, engaging and converting new customers!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/change-brand-perception-always-on-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Change Your Brand Perception with Always-On Content Marketing - 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