The internet is a godsend when it comes to educating one self and it came very helpful this week when out of nowhere I found myself reading an article by Pawel Grabowski in which he makes compelling arguments one after another when showcasing ways of combining business research with content marketing. And since content marketing is a very fashionable topic these days I figured too have a shot at it, focusing on a concept dear to my hearth. The Brand Pyramid.
What is Brand Pyramid and how to implement it in your content marketing strategy
Brand Pyramid was originally created in the 1990s by the marketing research firm Millward Brown.
Millward Brown was born in 1973 in Britain, lovechild of Gordon Brown and Maurice Millward. It ended up becoming the second largest marketing research organization. Behind the firm is 40 years of continuous innovation and one of the most important concepts that stands at the base of any brand today, The Brand Pyramid.
The Brand Pyramid encompasses decades of research prior to its creation. Since the 1990’s It has undergone a series of variations adopted by organizations worldwide.
The original model has five stages:
While the original model might have been more than sufficient back in the day, a somewhat different structure is necessary in today’s world of content marketing.
And although at its base it stays true to its origins the stages have been altered to fit in the market and are as following:
Complicated as it may seem in writing all these characteristics are easily associated by your brain when thinking of a brand.
Define your brand in order to be able to create a successful content marketing strategy
You have the tools. All there’s left for a solid strategy is to be able to define your brands personality and apply all that knowledge. Don’t forget to subscribe to our newsletter in order to receive other information on how content marketing can help your brand’s performance.
Once you have a layout you can compare yourself with other brands from your niche and start putting more accent on what you excel at. You can better focus on the strengths of your brand and start creating a campaign that will increase your output.
Also, don’t forget to optimize your content for search engines to achieve the best outcome.