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#172: Content Strategy | Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close

B2B Marketing with Dave Gerhardt

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Crafting Engaging Brand Strategies Through Exclusive Content

To create engaging brand strategies, differentiate between gated and exclusive content, with an emphasis on providing high-value content that fosters a sense of community among subscribers. Implement a 'subscribe once, access forever' model to make individuals feel part of an inclusive club, enhancing their loyalty through exclusive offerings like special merchandise or participation opportunities. Brand building should be approached as a narrative exercise, utilizing workshops to define the brand story and personality. Engage leadership in these workshops with creative exercises to conceptualize the brand as a person, determining its traits, voice, and visual identity. Consider strategic brand associations, tailoring these elements to fit the brand’s unique characteristics and values, ultimately guiding content creation and marketing efforts. This process allows for a comprehensive and dynamic brand strategy that resonates with the target audience and effectively communicates the brand's mission.

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