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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
Crafting Engaging Brand Strategies Through Exclusive Content
Creating brand strategies involves distinguishing between gated and exclusive content, with the latter fostering a sense of belonging among consumers. This can be achieved by establishing high-value content that users can access through a one-time subscription, allowing them to feel part of an exclusive community. Engaging brand moments may include offering special merchandise, inviting feedback, or allowing participation in content creation. Successful brand narratives require a thoughtful approach, often developed through workshops that engage leadership to define brand identity, using creative exercises to conceptualize the brand's personality. This helps distill the brand story, linking it to visual identity and brand associations. It’s crucial to envision the brand as a person to clarify its characteristics, such as personality, tone, and overall expression across platforms, ensuring consistency in marketing efforts. Effective brand strategies capture unique attributes that resonate with the audience and align with their expectations.
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