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  • Olivia Fraser

How To Craft Your Brand Story: The Power of Content Marketing for NZ Businesses

Updated: Nov 7, 2023

A beautifully crafted brand story image in pink, white and gold

In today's digital landscape, content marketing has emerged as a potent tool for small businesses in New Zealand to establish a strong brand presence and connect with their target audience. A well-crafted brand story can differentiate a business from its competitors and leave a lasting impression on customers.

Let’s explore the significance of content marketing for NZ small businesses and how it plays a pivotal role in building a compelling brand identity.

1. Understanding Content Marketing's Role: Why it Matters for Small Businesses

So content marketing huh? A strategic approach to create and share valuable and relevant content to attract and engage a target audience.

The primary objective of content marketing, ( spoiler: just like this blog post!) , is to provide information, entertainment, or educational material that addresses your audience's needs and interests, rather than promoting a product or service outright.

The content created in content marketing can take various formats, such as blog posts, articles, videos, infographics, podcasts, social media posts, e-books, and more. The key is to offer content that resonates with your audience, establishes your business or brand as a trusted authority, and encourages the audience to take desired actions, such as making a purchase, subscribing to a newsletter, or sharing the content with others.

Content marketing is built on the premise of building long-term relationships with customers by delivering value and fostering engagement. It aims to attract and retain the attention of your target audience, ultimately driving customer action and loyalty. By consistently providing valuable content, businesses can position themselves as industry leaders, gain credibility, and differentiate themselves from competitors in the market.

2. Building a Cohesive Brand Identity: The Foundation of Success

A cohesive brand identity for a business is crucial in its success. And how do you communicate your brand identity effectively? Yep, you guessed it, content marketing serves as a bridge between you, the business, and your ideal potential customer. Through content marketing you are able to communicate clearly your brand’s values, mission and personality.

3. Crafting Your Brand Story: The Heart of Content Marketing for NZ Businesses

Content marketing allows small businesses to narrate their brand story in an authentic and engaging manner. The internet is a busy and often noisy place, but take a look at what other successful NZ businesses are doing in narrating their brand story effectively.

Some wonderful examples of NZ businesses creating killer brand stories are;

  • Ethique Sustainable, reducing plastic waste, saving the environment

  • Sans [seuticals] Beautiful skin, luxurious skincare, high quality ingredients and sans (without) nasty chemicals

  • Dark Horse Coffee A true Wellington success story! True to brand, dark, mysterious, a little bit naughty and slightly rebelious…”bucking delicious” with plenty of horsey banter sprinkled throughout. Eg. ‘Saddle Up!’, ‘unbridled flavour’.

  • The Good Registry Sustainable gifting, where giving good, creates good in a cyclical fashion. Fun, feel-good factor evident throughout their website.

4. Knowing Your Target Audience: Tailoring Content for Connection

So, to understand your target audience, you’re going to have to take a deep dive into their needs, preferences and pain points. This ensures you can create content that offers value to your audience. If you truly understand what makes your audience tick, it's going to be SO much easier to connect with, build a community and make sure your marketing is targeted effectively. You certainly don’t want to waste time (and money) creating content that doesn’t resonate with your audience. Dive in, spend the time researching who your ideal customer is. You can even divide your audience according to different segments based on certain needs, behaviours or characteristics. That way you can use different content to effectively target different potential market segments.

There are various ways to segment a market, and businesses can use one or a combination of the following approaches:

  • Demographic segmentation: Dividing the market based on age, gender, income, education, family size, or other demographic factors.

  • Psychographic segmentation: Segmenting based on customers' lifestyles, attitudes, values, interests, and personality traits.

  • Behavioral segmentation: Grouping customers by their buying behaviors, product usage, loyalty, or responses to marketing stimuli.

  • Geographic segmentation: Dividing the market by geographic regions, such as countries, cities, or neighborhoods.

The beauty of this is that with a little tweaking, the same base content (or information) can be reused or retargeted in a way that resonates with that particular target audience. Clearly communicating how your business can solve your target audience’s pain points = sales.

5. Content Formats: Diversifying Your Brand Storytelling

The sky’s the limit when it comes to diversifying the platforms for your storytelling. There just are so many ways that you can create content. Traditional marketing media can still be useful for engaging local markets, or markets that might not be exposed to online media easily. While I think my Mum is probably the only one still watching real non-streamed TV formats (and their ads!), apparently there are still others out there like her! If you're selling a product that will appeal to the older generation, then there is still a good argument for targeting your marketing strategy to traditional marketing, TV, Radio, Newspapers and Flyers..but for everyone else you’ll need to investigate what is going to get your message across the most effectively. Blogs, videos, infographics, and social media posts are all possible!.

Targeting media that best suits that brand is important as well. For example, if your product is best served with beautiful visual or video content, choosing to use the new platform Threads, or even its newly rebranded competitor, X, wouldn’t be a good fit. Choose carefully which online platforms are naturally where your target audience might be found to get the most bang for your buck.

Pick one or two platforms and make good use of your content (with consistent brand voice!) across those. Recycle content into different media. A blog post could be tweaked for Instagram or linked to Pinterest, video content on your website could be linked to Youtube or even Tiktok!

Most importantly, your brand identity and tone-of-voice MUST be in tune in whichever platforms you are using! Your content is a direct bridge to your audience in communicating your brand’s values, mission and personality. Brands with a clear personality or ‘tone’ connect more effectively with its audience and community.

6. SEO and Content: Enhancing Visibility and Reach

If you have a website (or are planning one) you absolutely need to add in a blog to help with your search engine optimization (SEO) in order enhance your online visibility (don’t forget there is more than one type of search engine!) Effective blog post writing can seem like a bit of a dark art. 🪄 Keywords should be organically woven into the text in order to appear in google searches. Of course the more pertinent they are to the search, the higher they rank. Beware of ‘keyword stuffing’. It's not going to cut the mustard, the word on the street says that Google bots penalize content that has too many random keywords stuffed into it!

Make sure your title has a well-ranked keyword in it. If you’d like some ideas as to where to find keyword research tools, a few that I’d recommend are Moz and Ubersuggest. Answer the Public is another fantastic resource to find out what people might be searching for in relation to your product and business. It's a great source of blog post ideas!

SEO can feel overwhelming. Having great written content is a fantastic way to improve a business’ online visibility and reach without getting too technical!

7 Long-Term Impact: Nurturing Customer Relationships

Communities build brands! If you have fostered an incredible online community that resonates with your content, and who become loyal brand advocates, you effectively have a product that sells itself. Repeat customers are the dream… your ideal customer is a loyal member of your community, they’ll come back every time to purchase your product as you’ve built your brand around ‘them’.


Content marketing is a powerful tool for NZ small businesses to build their brand story and create a lasting impact in the competitive market. By delivering valuable and compelling content, businesses can forge deeper connections with their target audience, foster trust, build communities and ultimately achieve their growth objectives. As content continues to reign as the king in the digital realm, embracing content marketing becomes essential for any small business aspiring to thrive in New Zealand's vibrant marketplace.

If you’re struggling to find the right words that connect with your target audience, let me do the wrangling for you!



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