How content is important in business growth for interior designers

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Do you want to leverage content to drive the growth of your business, but don’t know where to start? Here, Rosalind Sack and Jessica Jonzen, co-founders of The Home Page, a online home and lifestyle magazine, and creative content studio Studio Home Page, explain why branded content is a powerful tool for your business and how you can start reaping the benefits.

In an increasingly digital world, where we make so many of our buying decisions online, it is essential to create unique and personal touchpoints for your brand. There’s no better way to do this than through storytelling. Telling the authentic story of you and your business helps your existing and future clients to get to know you, trust you, like you, remember you and support you.

Great storytelling can be the difference between standing out from the crowd and blending into the background. It can make your clients feel something rather than just do something, and allows them to interact with you and your brand in a more meaningful way.

Storytelling is about connection. It’s about adding true value, creating customer memories and conveying your humanity. In return, it can drive sales leads, prompt repeat custom, drive growth, position your brand and help to build a robust and sustainable business. Sounds good, doesn’t it? But where do you start?

Identify your personality and tone

If your brand was a person, what would they be like? Defining “who” your brand is helps to bring it to life – and, more often than not in the interiors industry, people invest in people.

It isn’t just what you say, it’s how you say it that is important. Taking the time to identify your distinct “voice” will instantly give your brand the human touch. It is also essential for maintaining consistency across your channels. So, if you have multiple people doing different tasks within your business, your brand personality remains seamless.

Make your website work harder

Your website is your shop window and while many designers invest heavily in the look of their website, often the voice and tone is an afterthought. Of course, strong visuals are key, but without a meaningful brand message and story, they can fall flat and fail to create that all-important client connection. Your website is the place to set out your stall and say who you are and what you stand for. Whether it’s your “About” page, or “Approach”, “Services” and “Portfolio” pages, you want them all to resonate. Attention spans online are notoriously short, so you want to keep visitors to your site engaged so that they will linger and become invested in you and your brand.

On a practical level, we so often see beautiful looking websites that simply aren’t performing as they should. When you consider that it takes just seconds for people to form an opinion about your website, clear messaging is essential. Text will always be the foundation of search engine searches, so ensuring that your website is search engine optimised, so that it ranks highly on Google, requires a few tips and tricks. This is where it can pay to call in the experts.

Harness the power of social media

This should be the cornerstone of every brand’s marketing plans; after all, it’s a free and highly effective way to build an engaged community around your brand. That said, maintaining a strong social media presence takes a lot of time and effort and it can often feel like an overwhelming task on top of the day-to-day running of your business.

This is where careful planning and strategising comes in, so that you are utilising the right channels for your business, being seen by the right people at the right time and are driving forward your marketing goals. Above all, it should be a place to show off your creativity and have fun.

Think creatively with your content

There are so many options to explore when it comes to branded content; from written brand collateral like blogs, journals or e-newsletters, to video and audio content, even events. While some of these formats may feel well out of your comfort zone, you’re missing a trick if you don’t consider what could work for your brand.

It’s not just about producing your own content either. Harnessing user-generated content, such as testimonials and reviews, is highly impactful, as is identifying what you could bring to other people’s content. Whether you’re providing expert tips for a magazine feature, being a guest on a podcast, or joining forces with another brand on some video content, collaborations not only make good business sense, they can be great fun too.

Be sure to have a strategy

If the thought of all of this has your head in a spin, then fear not. Content will only work effectively for you if you make it manageable. And that means identifying your goal, having a strategy and sticking to it. Instead of producing reams of average content, the key to success is producing fewer, well-crafted pieces of content that you really shout about.

Creating effective, high-quality content takes time and expertise. It can be difficult to write about your own business objectively or identify the stories of your brand that are worth telling, particularly when you are so immersed in every other aspect of running a business. At Studio Home Page, our clients are often so busy with other parts of the business where their expertise is crucial, that they don’t have the time, inclination or expertise to create content themselves. If this sounds like you, do get in touch – we’d love to hear from you.

For more information on creative content studio Studio Home Page and how they can help you to tell the story of your interior design brand, visit studiohomepage.co.uk or email studio@thehomepage.co.uk

Credit: Wendy Aldiss Photography

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