Real value and lasting impact are two phrases that have been trumpeted as key content marketing trends for 2019 in a myriad of recent reports and blogs. Brands can no longer hard sell and push corporate messages. They need to be meaningful. But what does this entail exactly?
The “2018 Meaningful Brands” study found that people are not too fond of brands. In fact, many would not care if 87% of them disappeared entirely. This is certainly damning evidence for the current strategies used by marketers, so changes are needed next year. Havas X’s Chief Executive Officer Maria Garrido believes that this sorry state of affairs stems largely from brands’ inability to provide enough value in their exchanges with consumers and audiences.
Content leads the way
The good news is that culturally relevant content can excite your customers and support regular, meaningful engagement. It can address the value imbalance. People want to interact with brands that touch on their specific wants, needs, motives and beliefs, and there are no better formats than articles, blogs and videos to deliver something worthwhile and build trust.
Define your values
Before you set your sights on boosting engagement, first take the time to define your own set of values. Consumers cannot connect with your brand if you have not yet defined your ideals. You should understand how your products and services improve people’s lives and examine your role in the industry and the wider society. Think of content as an extension of these values. You can create entertaining or educational content to highlight the personal benefits of this value system. Consider how you can improve a person’s emotional, intellectual, social or financial wellbeing.
These are all lofty goals, but this is where brands can really make a difference with content next year. Providing benefits to audiences is also a two-way street as driving meaningfulness will, in turn, boost your own KPIs such as awareness, sales, trust and mindshare. Content can now be anything you want it to be. There are no boundaries or restrictions. Give your agency and in-house creators the power to experiment and grow, while being more strategic in your quest for inspiring action through meaningful content.