What is ‘content’? What does it do? Where does it come from? Who knows? We’re joking; we’ve got all the info (and content) that will keep you in the know and help shape how your brand grows, keeping it fully functional, operational, and full of personality.
From the video and photography that your audience sees when they open your website to the words and copy that tell people who you are and sell your services, this isn’t just content. It’s content that works with purpose that powers your brand integrity.
It’s not just content…
You’ve got a great product. Provide a service that one simply can't live without. You’re a personality with something meaningful to say. You’re great, we get it, and we wholeheartedly agree. We’re not just saying that. Honest. Heck, you can even be the self-proclaimed ruler of the universe if you like, but if people can’t hear you or see you, then you may as well be sharpening pencils with a spoon on Saturn.
We need to show folks something, capture attention, get people talking about you, and get them to keep talking about you. But where do you start? What do we share? How do we satisfy the algorithm, increase sales, and validate your status as the superstar you are?
'Content' is a fairly broad word that encompasses all the bits that people see of you when you’re not there in real life. In fact, it’s safe to say that, whichever way your audience may turn, content is seemingly just around the corner. Website, app, social media channels, brochure, prospectus, advertising campaign, product photography, promo video… whatever it is your brand does, your content is crucial to how your audience perceives your product.
A misplaced tone of voice here, a random photo there, and completely different social templates appearing on different social media platforms everywhere. When your brand starts going inexplicably off-brand, your audience may inevitably start becoming confused.
It’s like adding a photo to your dating profile, the one with the dodgy haircut taken in Mallorca 15 years ago, and turning up for your romantic rendezvous as the cool and on-trend version of yourself that you are today. It’s not authentic. It’s not who you are. It’s just not cool. But it happens. We’ve seen the gruesome reality for ourselves and, quite frankly, it leaves us sleepless and uneasy. Having the same feels? The good news is that we can work with you, work it out, and make the kind of changes that get you noticed for all the right reasons (and help you get some sleep).
The wrong content can send your brand sideways, never to be seen again. But getting the right content in place will keep your brand at the forefront of minds, signalling to your audience and target market that you’re fresh, you’re relevant, and you’re real.
So where do you start? Magic wand? Manifestation? Prompt? Why not save yourself the brainache and make a quick call to the Troop at Silverback® HQ?
From the copywriting on your homepage to the photography and graphic design templates used in your social media and in print, here at Silverback® we work with you to make sure the content associated with your brand’s identity aligns with your brand strategy at all times. In fact, we kind of love it.
Copywriting, creative? AI can do that, right?
With the introduction of AI to our lives, content has never been easier to create. Great for those on limited budgets and the odd novelty campaign, but for brands who want to retain the trust of their audience, perhaps not so much.
Your ‘audience’ are a clever bunch who, much like the silverback gorilla, have a tendency to share their thoughts with their wider network and troop. And when the creative use of AI steps out of the boundaries of your brand, your audience will notice.
Remember when all that ChatGPT AI copy was awash with the now completely oversaturated use of the em-dash (–)? Well, AI has now learnt and purposefully suggests deleting an em dash anytime you try using one. Cool, huh? Or just some hot air expelled from a data centre? Our point is that there will always be moments and mechanisms that are on trend and, depending on which sales strategy is employed, completely and utterly life-changing. And then things change. Appetites evolve. Hair grows. It’s how we, as humans (and gorillas), exist.
Here at Silverback® we embrace AI, like a long-lost gorilla returning to the troop. It’s elevated our procedures and helped create systems and processes that leave the mind well and truly blown. However, when it comes to creation and artistic execution, substituting human instinct should be a non-negotiable for your brand.
AI is great for helping to create a design brief or produce an example visual or example piece of copy for your website. We can take these first iterations of content and use the talents of the Silverback® graphic designers and copywriters to ensure the look, feel, and voice of your content remain consistently on-brand and original.
Your brand is its very own ecosystem. The jungles are lush, and its mountains are tall. Sometimes it’ll feel like the sun will never go down. Sometimes it’ll rain all day. Its landscape is distinct. You know your brand inside and out. And that’s what our mission at Silverback® is, to understand your brand as much as you do, uncovering the rare gems that make you stand out from the bedrock. It’s that wincy ‘inner sparkle’, rather than super-sparkly content with all the mod cons (we can do those too, though).
Content is king / queen / your brand
You don’t need a royal decree to tell you that content is a major player, if not the captain, when it comes to brand recognition and audience engagement.
Content is not just content. It’s your story. Your journey. Your detail. Your brand funnel. Content is your brand.
Here at Silverback® we’re a creative agency that works with you to project your authenticity while creating a content strategy guided by the things that matter most to you, namely audience engagement and brand conversion.
Whether you’re a charity fighting the good fight or an investment company looking for the next big thing, our aim is to engage your audience through an experience that’s memorable, relatable and ready to work for you, not against you.
We help your customers reach their intended prize by mapping a journey that always helps them find where they need to go. Booking page, shopping cart, enquiry form? Through our discovery sessions, we’ll find out where they need to go before strategising and designing a content funnel that ensures your customers' journey to their destination is seamless and full of scenery (and amazing content).
It’s the countryside route on your satnav with all the speed of a motorway in the midst of a zombie apocalypse. It's Around the World in 80 informative seconds (ish). It’s brand recognition that’s trusted because it’s authentic.
It’s not just content, it’s content that works with purpose.
