What do you think is the most relevant content brands can create for their customers?
Too often I see businesses who are more interested in "saying what they want to say" rather than "listening to what their customers want to hear". I'd love to see what people think works best (either as content creators or customers).
Replies4
- @Alexandra (Lex) Hearth love it.
- Hi @Henry Tobias Jones you've hit the nail on the head – companies view communications and touchpoints as trumpets rather than interfaces for dialogue. The rule for defining the most valuable content is that which demonstrates the most powerful synergy between customer and brand – the company's empathy for their customer's needs and aspirations, and how the brand is uniquely placed to fulfil them, both in the central promise and in the surrounding experiences and interactions that reinforce the truth of this promise. And then – by providing the opportunities and means for customers to engage with the brand – understanding from them how effectively they have communicated the brand's USP, values and personality, so content can be adapted, tweaked or added to on a continuous basis, so that the brand maintains relevance and remains top-of-mind.The problem for many brands and businesses is that this forces them to truly identify who their customer is – they'd rather fire a shotgun than admit their customer base may be a lot narrower than they'd like to believe. Hand in hand with helping businesses to speak with – rather talk at – their audiences is helping them understand that this focus delivers lasting brand loyalty and greater ROI.
- Straight facts. I think the only relevent content is content that entertains, inspires or is informative to consumers, and does so quickly. Lex x
- Valuable content helps customers engage with a brand's product in a way that easily helps them solve the problem they purchased the product to solve. Content that reduces the friction a customer endures when trying to use a product (particularly for the first time) is tremendously valuable. How often have you purchased something and not used it because it was too hard to learn how to use it?
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