Today, branding must go further than a visual identity and a snappy strapline to truly have impact. It is consistent, high-quality content that has the greatest impact on audience engagement, and the organizations that get it right open up a key opportunity to drive participation among their customers and solidify their reputations in meaningful, lasting ways.
Strong written content isn’t just about SEO anymore. In the digital era, businesses must establish a powerful, human sense of brand identity, while clearly demonstrating that their brand has a purpose that truly benefits the end-user. This is particularly true in the blockchain space, where the call for unique, educational, and opinion-driven content is stronger than ever. In such a rapidly evolving industry, new ideas, players, and tech emerge at great pace, and customers can feel overwhelmed by the flow of information and the speed of technological advancement in the space.
Building the content strategy
Grow Studio’s mission is to create the cutting-edge content blockchain brands need to become unforgettable. That journey begins with an in-depth discovery process, the chance for our writing specialists to get to the heart of a business’s story while uncovering its USPs, challenges, and the all-important tone of voice that will drive the direction for all the content that follows.
From there, our strategists build a robust framework for delivering content over an agreed timeline, with the goal of creating a sustained buzz around a product or service, educating a new or existing audience on a particular topic, or inspiring new conversations while opening up avenues for future customer engagement.
Creating core written assets
Our content strategies are completely bespoke, providing a balance between long-form, information-rich posts and shorter, more focused pieces. As education is at the heart of our mission at Grow, we leverage the concept of guided discovery within our content, leading the reader to a realization that there is a gap or an issue in the market, which they will be able to traverse with help from our clients’ brands.
This core content comes with the longevity of impact that other, more transient blog posts might lack. As brands develop and move beyond their launches and into the later stages of their roadmaps, these educational pieces retain great value as they are highly shareable ways for them to communicate their values, their offering, the challenges they seek to solve, or their unique insights on a particular subject.
Our expert writing team also specializes in atomic essay writing – single-screen information pieces that are concise, provide maximum clarity, and have the potential to spark and sustain momentum. These articles are the perfect way for brands to articulate their solution to a particular challenge, while being instantly digestible for modern audiences, the majority of whom appreciate bitesize, to-the-point information.
In deploying content that meets the requirements of a global audience in its physical layout as well as the information therein, the overall message is strengthened through consistency, and this strengthens connectivity and trust between brand and audience.
Storytelling at the heart
Using Donald Miller’s StoryBrand Framework – a process that encourages customer focus by positioning the user as the ‘hero’ of a brand’s story, while the brand itself takes on the role of ‘guide’ – helps sharpen the direction of our written content. By aligning every piece to the needs of the audience in question, we drive engagement and lasting connections, while establishing a brand authenticity that keeps customers coming back for more.
Our bespoke content approach sees us work with each brand team to devise a plan that’s right for them, their audience, and their goals. We work to distil the essence of what a company does and how that benefits its audience, bringing in our expert research team to ensure that both accuracy and relevance are woven through every piece.
Content that’s fit for the future
As the pace of change increases and audiences demand more instantaneous ways to interact and identify with brands, the power of written content is only increasing, while demanding a level of specialism like never before. Increasingly, now, content is seen as currency – a catch-all term for assets with the power to expand value streams, boost retention, and drive crucial social media traction.
As new businesses strive to establish their presence, master their offering, launch their concept and attract the attention of investors, it’s easy for crucial branding elements – such as core messaging, visuals and content – to fall by the wayside. But in the age of constant communication – an era in which consumers are increasingly looking to actively participate and deeply identify with the brands they choose – simply having a great service is not enough, no matter how unique your tech or idea.