How Brands Talk with Consumers
Branding is the unique selling proposition of a company. It's the promise to consumers. It's also the result of the consumer journey and digital is an integral part of it.
Good consumer brands have understood this and also understood content was the main driver for those digital user's journey along each of their touchpoints. The benefits of branding are many. It can convert new users, better engage with existing customers to create a sense of belonging, and garner useful feedback and insight. Content is key in this process.
Brands need to be able to create, manage, and publish the "right" content to receive the benefits listed above. Of course social networks have also a growing importance to help consumer brands create a one-to-one relationship with their customers but it all starts with the "right" content. Here is how to leverage your content and boost your brand.
It's not whether you should go social or not, but where you should go. There are many social networks now. Facebook leads the investment of the B2C brands. Beyond the usual suspects for social media, which are relevant to you--Vine, Instagram, Medium? You should be able to easily reflect your content structure through those various social channels.
Engaging on social networks has become the rule, still it doesn't mean you want your visitors to desert your websites and app. There is still a great opportunity to build engagement around interactions that happen right on your website or app, around features such as commenting, rating, liking, within the app experience itself.
Have a flexible structure
It must be easy for business users to set up the right content type to match what they want to communicate. Consumer goods are very diverse and content can be complex, and changing. So you might want to use and reuse different content pieces to glue together to easily produce the "right" content.
This will help brands to quickly adapt as new products are pushed to market, and stories are created. It is also key to adapt the content strategy as the business grows and changes with new ideas. One of our customers is making glassware. Now they promote cocktail recipes alongside their glassware offering.
Adapt to the context and ..
For brands, adapting to context is key to enhance efficiency while creating content. Content must be created once and published in the right way everywhere.
For the consumer, this means a better user experience and this is what he or she will take away after interacting with the brand. While on the go, consumers looking up content on their mobile devices expect it to display in a a simple and visually appealing fashion. This usually means shorter copy and smaller photos. The same yet richer content - full text, high res picture and video - could be displayed on a tablet or computer. This kind of adaptability goes well beyond having just a responsive website.
Brands have to combine global translated content and localized content to stay relevant to both audiences. They must convey the same consistent experience worldwide in terms of design and message, while having genuine local content.
To solve the "glocal" challenge, a single piece of content must contain all its translated versions. While it's a given for users, it can easily become a headache for brands.
A piece of content is also relevant if it matches the interests of a specific profile on the web or a targeted user segment.
Content personalization techniques and marketing automation tools can leverage the value of content in this context. They can provide tremendous results, but they are nothing without good content and a good content management to ensure "the right" content is delivered to the user. Content is the fuel of branding with consumers.
One challenge remains to leverage this content: to systematically and efficiently share it with all of distribution channels. Using the above techniques will get you that much closer to becoming a brand people like to hear from.
If you want to know more, check out the webinar "Where Content Means Business for Consumer Goods" on Thursday, July 2nd. Registration is now available.
You can also read more about the importance of content leveraging on all distribution channels, written by Dr Michael Friedmann.