The Power of Content: Shaping a Culture Around Your Business


Using content to shape a culture around your business

When it comes to approaching social media and the other communications deployed to build a brand or business it’s important to understand the significance of content and how it can be instrumental in developing and shaping the culture around your business.

Have you ever thought about your business in terms of culture?  Have you thought about the experience you’re providing to prospective clientele when they encounter or engage with your business?

These terms, when it comes to building a business are not typically given much consideration.  Marketing tends towards active advertising, promotion and selling rather than building an experience.

How do you feel when you’re being sold to?

We eagerly develop pitches and work to employ recommended techniques all geared to the end-game of generating leads, and ideally, sales; but how have we engaged our mission, values and personality to ensure that our communications represent the full picture of our business and ourselves, as entrepreneurs?

Connect rather than simply sell.

UX, or User Experience, is often referenced when we talk about the performance of websites and apps,  but rarely do we explore the concept when it comes to the promotion of products and/or services – the business, itself.

Developing and shaping the culture, the experience, digitally – providing for the UX – is essential for growing a brand and business that looks to build trust as well as a sense of authority in the space.  Where, because of the type and quality of information you consistently provide, prospective clients feel compelled to engage with your business.

Look at your digital presence.  Explore your website and other communications, as well as digital assets, and see what they’re providing in UX. Try to evaluate the experience visitors might be having with your brand and whether or not there’s a culture developing that they might connect to.

What are you offering your audience before you try to sell them?

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