Content is a tricky thing when it comes to brand building. On the one hand, it is an incredible tool when it comes to building positive brand awareness and creating something new for the mass consumer market. On the other hand, however, it could be detrimental to your image if done incorrectly, so this only increases the importance that needs to be given to doing content right. Well, how do you make content the right way?
One thing that I’ve always found interesting is that when companies peel back their layers of “the corporate facade” so to speak, consumers will engage and start to relate to the humanity behind the image. Take Riot Games for example. They make it a point to do monthly Developer Updates via YouTube to interact with their community, and talk straight into the camera with humility, thanking their customers for receiving high performing products, or acknowledging where they might have dropped the ball.
Try doing this with your next content push in your company, figure out ways where you can differentiate yourself in your market, peel back the layer, and let the consumers flock to you thanks to your transparency.
5 Responses
This is very interesting for sure and is a good point to make. It is important to see the various “layers” to a corporate company and see what their general offerings are. It’s key for a company to be more personal with their customers and provide them special individual offerings so that they too are eager to share about their products.
I think this is a great point. How people relate to a brand is crucial, and I can think of so many examples of companies completely failing in this regard. However, when companies do it successfully, and customers feel related to and heard, it can be powerful in building a brand and a reliable fan base.
I think that in addition to the humility that you are talking about, personalization is so important. Knowing who your customers/users are is so important to be able to make content that resonates with them, and then is able to convert to sales and stronger brand loyalty. Having transparency and authenticity in your content could make a huge difference in connecting with your audience.
We are always focused on how to make our SEO better and more effective and look past the fact that SEO can also be detrimental to a company. I think there is something to be said for considering backup plans and watching for the “humility” you are talking about.
Creating a great User Experience is core to creating a good brand. Customer loyalty is worth far more than finding one single new customer. It’s both a great way to save money and a great way to create a brand that consumers love and cherish.