From pillar to post

While content definitely exists to please your reader it also needs to serve your brand.

The right content helps to build your brand’s authority, elevating it to a position of trust with your target audience.

Content needs to be interesting, engaging, informative and entertaining. It also happens to be competing with, literally, millions of other pieces of content that are likely to be equally interesting, engaging, informative and entertaining. And then on top of all of this you also need to ensure that your brand’s content isn’t always self-referential.

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Begin with brand

Brand/branding is a sexy term. All the cool kids (Apple, Google, Nike etc.) are seen as brands, rather than businesses per se. Brands are what teenagers covet and trendsetters worship. But ultimately branding is what sets the brilliant apart from the bla.

Considered more severely, good branding can elevate an average product into something awesome and, similarly, a lack of branding or inappropriate branding can significantly devalue or diminish an amazing product.

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Workshop: Content marketing for shop owners

Do you have an online shop but you’re somehow just not driving the sales you thought you would?

While a functional, user-friendly and beautiful e-commerce platform is an essential part of your online selling efforts, a shop in itself will not sell your product.

Content marketing can help your sales by creating brand awareness and nurturing a community of people interested and inspired by your offering, which ultimately creates brand recognition and loyalty to drive those sales.

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3 brands rocking it on Instagram

With 300-million active users, brands can’t afford to ignore Instagram. It’s about turning every aspect of your product, brand and process into swoon-worthy eye candy that delights and inspires. A picture tells the story of a thousand words, after all.

Here’s a look at three local brands whose Instagram feeds we can’t get enough of.

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Digital business and the brand promise

The University of Stellenbosch Business School’s We Read For You event is a forum where a highly rated book of topical interest is read by an industry thought leader and presented freely to interested parties.

On Friday, 7 August 2015 Di Charton reviewed the book Disrupting Digital Business: Create an Authentic Experience in the Peer-to-Peer Economy by R Wang. Wang is the CEO of Constellation Research, a consultancy that brings “Silicon Valley insights to global leaders”.

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