As new three letter initialisms claim to reinvent the landscape of SEO (hello, AI crawlers!), one thing is certain: content isn’t going anywhere. It’s still crucial for citations, rankings, and brand.
Sure, copywriting has changed to optimize for new frontiers of discovery, but quality is still crucial. In fact, quality content is even more important with the zero click landscape we’re all barreling towards.
This blog will look at just a few of the ways quality copywriting can help strengthen brand with the goal of gaining more share of voice on traditional SEO SERPs and LLM citations. As a seasoned copywriter and SEO strategist, I’m especially excited about content’s value in this new ecosystem.
SEO Benefits of Good Brand Health
A strong brand weathers algorhitim changes, achieves rankings more consistently, and has customers that have become brand advocates.
Established brands often rank better, and good content is one pillar of strengthening your brand. Quality SEO copywriting can improve domain authority, which can serve as one of many metrics about site content health (though DA isn’t an actual ranking factor).
Well-crafted brands don’t just have customers, they have advocates. Brand advocate customers become word-of-mouth marketers and loyal repeat visitors. This can help improve brand sentiment online organically, helping to improve ranking factors further. Quality brand content, voice, service, and strategy are key in helping customers become advocates.
Content Types to Grow Your Brand
Every piece of content, from SEO blogs to SEM paid ads, is an opportunity to communicate your brand. Think of your content as the voice of your business. Everything you create should speak in the same overall tone, with room for some differentiation between platforms and audience segmentation.
Key content types that impact brand include blogs, your website’s about page, case studies/whitepapers, emails, and your company’s social media presence. These spaces help set the tone of your business while directly showing people (and crawlers!) your services, mission, and value add.
Quick Tips to Strengthen Brand Through Content
When writing anything external for your company, your first focus shouldn’t be SEO keywords or schema. It should be the brand. How does what you’re writing serve the brand? Keeping a branded focus at the core of your writing will help maintain consistency in voice and subject matter. The flavor of your branding should inform the content, even if it’s not directly expressed in every word.
Here are some quick strategies that can help improve branding in content:
- Keep a brand book that discusses language, personas, and any other features to consider in all copywriting.
- Think about your content through the customer experience, does this content match what you’re aiming for?
- Showcase brand in a way that centers the customer. How can your services or products meet their needs?
- Demonstrate, don’t always tell. If you offer knowledgeable customer service, demonstrate that in your blog topics rather than repeating the same phrase about your services all the time.
- Create content that people want to share. This helps establish thought leadership and genertes natural backlinks.
- Build crawlable authentic authorship linked to real people. This reinforces EEAT and builds trust for customers and algorihtims alike.
- Engage with your audience on social media in authentic tones.
- Nurture customer relationships through committed service, valuable content, and clear communication.
- Keep content human with genuine copywriting that’s not 100% AI.
- Create educational content about your products, services, and any customer pain points that you can solve.
- Repurpose what works. Take a well-preforming blog and turn it into an email series, take an engaging social mediai post and turn its theme into a landing page. There are so many ways to spin your successful content.
Listening is a key component in many of these strategies. Branding isn’t about shouting your company’s statement into the void and hoping people give you money. Successful branding through content focuses on identifying where your target customers are, what they need, and how you can meet their needs in an authentic way.
Brand Doesn’t Sleep
Your company’s brand will always flow through every word, video, photo, and product. It’s crucial to consider its presence in each piece to ensure adherence and progress towards your goals.
Brand doesn’t need the same level of voice in everything you write, but it should always be kept in mind. Sometimes brand shouts with snappy copywriting on an about page, other times it hums quietly in the background of email unsubscribe legal language. The best approach is a healthy mix of both while keeping a consistent tone, like your brand’s inner monolauge stringing everything together.
