Content & Engagement
By Clare Newman
USING CONTENT TO BUILD ENGAGEMENT AND CONSUMER TRUST
We know brands are investing in content now more than ever. As referenced in the Harvard Business
Review article, “10 Truths About Marketing After the Pandemic”, marketers are having to adapt their
approaches to a new set of rules. In a B2B and B2C context consumers now expect a more personalised,
anticipatory, relevant experience. This requires organisations to use more data, deep learning and AI
to ensure the communications and advertising efforts are relevant and meaningful.
With an acceleration in digital advertising channels, it is important that CMOs recognise that whilst performance marketing has its place, it can be intrusive and only mildly relevant, if at all, as advertisements are either based on keywords or search history. These advertisements may be a customers first experience of a brand and has the potential to result in negative connotations, rather than drive any ad-click propensity.
It is no surprise that attracting and nurturing consumers requires content and an effective, agile, content strategy can build engagement and consumer trust. Post pandemic the importance of brand values is influencing consumer choice; whether its factors such as sustainability, trust, ethical sourcing or social responsibility, a brands positioning and marketing is now a differentiator alongside quality, convenience and price. Reports show 68% of consumers expect brands to be clear about their values and take a stand on them.
As a result, advertising needs to be hyper-contextually relevant and evolve from an algorithm-reliant method to one that uses best practices for creating meaningful material that via the use of technology grows engagement, affinity and ultimately trust among consumers. According to Forbes 66% of consumers say content that isn’t personalized would stop them from making a purchase whilst 67% of consumers say it’s important for brands to automatically adjust content based on their current context for a real-time personalised experience. This needs to take place at all stages of customer engagement.
As technology continues to transform how brands connect with consumers, content will be the centerpiece of those interactions. However, it will be the savvy marketers who elevate their content beyond the realms of their first-party data and align it with relevant editorial content on the World’s leading, trusted publisher sites. Reaching new audiences at the exact moment they are expressing an interest in a particular topic; that is contextually relevant to owned branded content featuring alongside in a standard advertisement format. No reliance on keywords, cookies or search data. A powerful mechanism to promote, not only product information but the all important brand values.
The collision between new media, technology and brand marketing helped facilitate consumer distrust. Wise marketers have the power to make those same three elements a solution to the problem.