During my in-house marketing days, one of the most important lessons I learnt was the integral part online content plays in establishing a strong brand identity. Aside from a solid social media presence and the basic bones of a good website, developing a consistent set of online features is essential in order to set yourself apart in an oversaturated market. It’s astounding to me that so many brands will pour resources into traditional advertising, but haven’t even set up a blog of their own, or complain about lack of PR exposure when there is so much they could be doing to create that exposure themselves. Quite frankly, most companies could do with a little more substance, and online features are a perfect way to create that.

What are online features?

Online features are any supplementary written (or sometimes video) content that you create for your audience/target demographic. These include but are not limited to: Recurring on-site blog series; Interviews; Profile pieces; Podcasts; Newsletters; YouTube tutorials.

Why do you need supplementary content for your brand?

I’ve written a more in-depth post about Why Your Brand Needs A Blog, and the same points apply here. Depth and diversity are becoming increasingly more essential for brands when it comes to online marketing, and genuinely engaging online features are one of the least saturated areas left. Most companies will include a blog on their website, but rarely is it well-written; typically it’s relegated to the end of a priority list and regarded as only useful for SEO and company announcements.

Developing content that your clients and customers will actually engage with deepens the relationship on both sides, and sets you apart in the market. Particularly if your company is quite new or service-based, the key to successfully marketing your brand online is in a mix of quality, accessibility and value.

THE INS & OUTS

Quality, Not Quantity

Many brands I’ve audited make the mistake of churning out half-baked content for the sake of it, thinking that it will boost their SEO. On a level, this school of thought does have merit, but putting out sub-par posts will actually work against you when it comes to influencing actual human beings, and the search engines are catching up quickly. My advice for developing sustainable features is not to bite off more than you can chew. Pick one or two mediums you think are A) relevant to your brand and B) sustainable in terms of workload, and put your all into those. You can always add another element once you’ve got your core structure locked down, but be wary of overcommitting early on.

Work To Your Strengths

If you’re an absolute people person but your writing skills aren’t so hot, then an interview format could be perfect. Put in some groundwork formulating relevant, engaging questions and let the conversation flow. If you fancy yourself a bit of a journalistic spirit, profiling people you admire - whether in your industry or not - could be the way to go. If you’re most comfortable relating directly with an audience in a casual context, get working on some strong ideas for blog posts that your target demographic will connect with.

Remember Who It’s For

Stuck for ideas? Think of your target demographic or a specific client you’ve served well, and work from there. What issues is your ideal customer facing in their daily life? What excites them? Who do they look up to? What is an area they’re trying to improve in their lives and how can you help? Your product should already fit seamlessly into their lifestyle, so your content should too.

Give Your Audience Credit

300 word froth pieces are so 2012. We, as a consumer society, now know we can rightfully expect real value from online content, so cop-outs like ‘Five Nail Colours For Spring’ and ‘What’s In My Bag’ posts displaying three obvious items and a product placement are not going to fly. Treat your readers with respect; if you wouldn’t read it, why should they? There is nothing wrong with list posts, recommendations or tips - it’s all in how they’re presented, and the intention with which they’re created.

Reach Out

Once you’ve decided on a format you’ll need some content, and if you’re going for interviews or profiles that means you’ll need some people to interview and profile. Part of my first ever industry job was reaching out to people I felt would fit the bill for our brand’s interview series, and most of the time this process began with an email. Most people in the public eye will have some sort of contact information available, and as long as you’re clear, professional and respectful you’ll often be pleasantly surprised by the response you’ll receive. Let them know who you are, what your series or feature is about and why you’re interested in them specifically, as well as how you plan to carry out the interview (phone, email, in person). My interviews (and the research for profiles) were all conducted via email, so as soon as I received the go ahead I’d draft my questions and send them right over. The fresher you are in their mind, the more likely you are to get those answers back before 2035.

Use It As A Networking Tool

Interviews and profiles are a great way for your audience to benefit from the expertise of someone new, who can provide a fresh perspective and perhaps specialises in a slightly different area of your industry or field. By coming together to create this content you introduce your audience to them, and chances are people who follow them will head your way too. 21st century cross-pollination at work. Being interviewed or profiled is an honour, so you’ll be surprised how well most people will respond to your request.

Spread The Word

There’s no point developing these incredible pieces if no one ever sees them. Create collateral for each piece you post, and promote, promote, promote! If what you’ve created has real substance, you’ll also be able to draw from it and create dozens of additional social posts from that one piece of content.

Ask For Something In Return

If you’re sending free product or providing complimentary service to somebody you feature, it’s completely okay to ask for a testimonial or quote in return. After all, this is still a brand-building exercise. Often it’s easiest to include a prompt as part of your research or interview questionnaire.

If You Can’t Do It, Someone Can

Not everyone is a writer, and even those of us who are don’t necessarily have the time to sit down and draft a new profile piece every fortnight. Luckily, there is an absolute abundance of talented freelance writers who are looking for work just like this. Find someone who has the skills, and more importantly really understands your brand, and you’re in business. I, for one, am always up for the challenge.