05Be a Publisher but not an Marketer.
Engage. Engage. Engage. Do not try to endorse your product or services. Always write things that will engage your end clientele. Rather than addressing benefits of your products and services, tell them what is their pain points which have to be addressed and how you have solutions for same. Forget your sales target while you writing a blog / article. Tell them that how you are here to help them but do not chase them to sell. Add value so they can believe that you are the best one to trust.
Be authentic
Let the blogs or articles be a replica of yourself. Make sure that your clients get the tone, personality of your brand, culture, belief through your writing. Even if you get your writings through an external agency, ensure that the substance is replica of your own soul. Never give an image to your client of something you are not. Write your own content from your experiences. Authenticate the usability of the product and services through your own experiences. Write things such as why you are in the business and what drives you to be excellent in providing solution in your chosen field. Let them know the passion for your brand.
Give your best
Everybody knows content plays an important role in nurturing a brand’s credibility online. This credibility is built over consistent postings of blogs and articles. To keep up consistency many brands write articles which are not at their best. If you believe in the concept something is better than nothing, oops! Not really. You are risking the credibility of your clients and followers by posting not quality work. Give them something which is valuable, which they can take them free to continue following and admiring you.