When curated with the purpose to inform and invoke excitement in its audience, content is the compelling marriage between commercial ambition and consumer desire.
Providing a voice to market research, authentic content expertly resonates the aspirations of your brand and your audience, and cultivates an engaged and anticipatory community of like-minded individuals.
In the throes of information overload, with approximately 684,478 pieces of content published by Facebook users each minute, content quality and frequency are arguably important components in brand recognition.
More importantly though, is the trust that your content creates with your consumer. When the average internet user is exposed to over 5000 advertisements each day, you must consider what will differentiate your brand.
If you recognise that the union between your content and audience could be strengthened, below are some strategies targeted at building genuine relationships through bridging your communication and content.
What is universally understood about all relationships is that they are firmly entrenched within trust. The journey that your consumers embark upon must be guided with an amalgam of nurture and consideration of their needs and pain points.
It is vitally important to understand your ‘why’. The fruition of building trust with your consumers emanates from recognising what your content endeavours to achieve, and providing your audience with relevant information coupled with seamless accessibility.
How you strengthen the relationship with your consumers is paramount in considering how you communicate your brand. With approximately 347 blogs posted each minute, it is important to consider strategic mediums to engage with your audience.
To stoke the embers of compatibility into a pyre of mutually beneficial partnership, a balance between awareness and promotional offerings across multiple channels, with consideration to their success, must be struck.
Identifying platforms possessing a base of active users, and proactively connecting with those who interact with your content communicates to your audience their individual importance and value in your relationship.
Publishing accessible, interactive and easily locatable content is essential to ensuring your audience authentically connects with your brand.
Removing obstacles in communication, supporting cross-channel connectivity and providing a facilitative platform for feedback and discussion will indicate to your audience that you are committed to their interests.
Relationships are dynamic and invariably evolving throughout the partnership between brand and consumer. To sustain them with your audience, you must strive to demonstrate its acknowledgement to the transience of consumer interest, and deliver informative and evocative materials.
Your content is a reflection of your commitment to your consumer’s needs, wants and interests, which must resonate the sentiment of value and feedback, and continue to evolve with your audience.
The importance of your content creators can not be understated.
A strong content creator will understand the link between message and desire and be able to develop that trust with the consumer.
The building of that trust is paramount with strong interactive content; as is the ability to deliver on time, and meeting the desired brief.
There are many aspects that are taken into account when recruiting Content Creators; specific competencies we are searching for, certain behavioural aspects and results from skill, software and creative assessments. Having the right content creators in your organisation is the foundation stone on which all else is built.
Important Note: These articles have been prepared for general circulation and are circulated for general informational purposes only; these articles should not be regarded as business or investment advice. The articles represent the views of the writers and are subject to change without notice. Additionally, while every care has been taken in the preparation of the articles no representation or warranty as to accuracy or completeness of any statement is given. An individual or organisation should, before any business or investment decision is made, consider the appropriateness of the information in this document, and seek professional advice, having regard to objectives, situation and needs. This document is solely for the use of the party to whom it is provided.