5 Content Principles for Successful Brand Growth
It’s a new season and things are heating up around here. It’s time to rethink, refresh, and reimagine what a post pandemic business landscape looks like.
The biggest shift all brands and companies must be prepared for is how to better connect with customers. Regardless of size or industry, customers have become more savvy and taken the lead in their journey with your brand. We are living in, and businesses must be prepared to operate in, a digital and social first world.
From awareness to advocacy, customers must be engaged to keep interest, educated to build trust, and enriched to drive purchase. Brands have to be consistent and cohesive in messaging to connect with customers throughout their entire journey.
So, how do brands navigate this correctly and effectively? Content. More importantly so, brands must always be developing and deploying the right content.
It’s safe to say that content became king 10 years ago; but now and in the future, CONTENT IS CURRENCY. Let me repeat that - Content is Currency. Content will be one of the biggest revenue drivers for all companies. Content should be used to amplify your core values and message to invite engagement and incite action.
To help brands and companies navigate identifying and creating the right content, the team at Brilliantbox created five core content principles to drive growth and revenue.
Brilliantbox’s 5 Content Principles for Successful Brand Growth
CONTENT HAS TO BE MORE THAN SOCIAL MEDIA
We live and operate in a multi-platform world. Content has to be designed and created to be seamless across all of a brand’s platform and channels. Your digital ads must be developed to become social media posts. Core messages used in social posts need to be threaded through long form blog pieces.
CONTENT HAS TO CONNECT ACROSS FULL CUSTOMER JOURNEY
One of the new paradigms for content it expand the narrative from a product launch or a moment in time to secure new customers to engage around core principles to lead customers from awareness to purchase to advocacy. Content must meet consumers at each stage of the journey to deliver relevant information. Brands must also use different forms of content with different tactics at each stage to keep consumers engaged.
CONTENT HAS TO WORK ACROSS DIFFERENT CUSTOMER EXPERIENCES
There is no denying that today’s customer experience is a hybrid of digital and in-person experiences. Content must be continuous across both types of experiences to deliver a cohesive customer journey.
CONTENT HAS TO BE PLANNED
Plan. Plan. Plan. Companies must continue to infuse planning throughout the customer journey to ensure your content is evolving as your customers‘ needs and expectations change. With the rise of true digital transformation, brands must also include continuous planning so they are cognizant of emerging industry trends to deepen engagement.
CONTENT HAS TO BE MEASURED
With the ongoing shifts in data collection, brands need to be even more diligent in tracking content to drive peak performance. Metrics to focus on include sentiment, awareness, engagement and when appropriate sales.
The Brilliantbox team is ready to help you develop a smart content strategy and increase your content currency.