What to keep in mind when producing content for consumers in 2017
By Puja Disha Bharwani, Founder/Chief Storyteller, What’s The Story?
Now, more than ever, individuals can get real, accurate information about a product before they purchase it. With the explosion of e-commerce, curated product blogs and social media platforms, consumers have super-hero like powers to check prices, verify quality and then finally pull the trigger to purchase– if they find your product worth buying after the three-step vetting process. Enter the era of ultimate consumer control or the empowered consumer. Businesses, big or small need to look closely and understand how much choice the customers have and get inside their heads like never before. It’s all about engagement.
Here’s what you need to keep in mind when talking to your consumer through content in 2017:
1. Storytelling is central to your content
Storytelling that your demographic of niche customers can empathise and engage with is crucial to stop the problem of irrelevant content. Tell them a story that offers something personal to them, but is also exclusive to your brand. Think editorially.
2. Authentic & Personal Campaigns
Companies are reaching out and speaking to their audience by choosing human themes and regular, real life people as models. Esprit’s #Imperfect marketing campaign is one such perfect example.
3. The F word
Get over your fear of Facebook advertising and wanting to save money by not using it. Organic reach is a good intention, but if you want real numbers to be reflected on your page and get the right eyeballs on individual timelines, invest in FB advertising. You have to pay cover each time you come to the FB party and there is no club membership—but don’t worry, it will be worth it.
4. Video & Mobile.
If your campaigns don’t have visual and video elements on mobile platforms, don’t bother playing the content marketing game. Over sixty percent of social media is made up of visual content today—half of that is video. If you don’t have a YouTube channel yet, start one! It’s 2017 after all!
5. Consumer Led Trust
Trust is a big word but the best way to do it is to make the consumers sell your product. How? Through their reviews, shares and comments on social media. The consumers who recommend become the brand influencers. And guess what?Statistics reveal that people trust consumer content much more than corporate content.
6. Make CSR part of your content
Highlight to consumers if your product is linked to a charity, supports community fair trade or is made sustainably. If a consumer sees details of how your business is helping give people jobs, sustain the environment or educate children in a community, they will feel connected to it on a human level.
7. Hire a Storyteller
Storytelling is central, but not necessarily a brand’s business. It is essential to get someone from the outside who is an expert on asking the write questions to create a strategy and give you pointers on topics, timelines and subjects to write about or write for you so you can focus on running your business.
Want more? Contact us for a 1-on-1 consultation and a tailor-made plan for your brand’s content marketing needs for 2017. Turn your story into your brand vision and identity. [email protected]
