Content+ Shines Light on Consumer Content Marketing Needs
Consumer attention is scarce these days! In a disruptive world with mobile technology, social media, and 24/7 messages flying at our would-be buyers, content marketing has never experienced a more dynamic time to approach consumers at a more effective marketing angle. That’s why Pace recently hosted the Content+ conference – a 2-day conversation focused on content and cracking the code for brand success that brought together a select group of friends, clients, and thought leaders. Speakers and panelists from the event included senior marketing and content leaders, authors, and academics from the NFL, L’Oreal USA, Wake Forest University, Wal-Mart, Wells Fargo, Four Seasons Hotels & Resorts, and Verizon Wireless. With such a mix of talent and experience, the takeaways and lessons learned were across the marketing board. Here’s some highlights of what we learned:
The Narrative EffectA simple question was posed: Why does the consumer care and why do they share? Brands should strive to think about people first through narrative marketing. Focus on the intersection between passion and interests and how they overlap with your consumers. After all, the best content is also advertising. Content drives transactions and narratives add meaning, value and trust in the consumer.
Audience FocusedIt’s important to become audience centric, not brand centric. When consumers encounter a popular brand that resonates with them, the narrative makes sense and the consumer becomes invested in the story enough to insert themselves. Content must be an accountable part of the marketing mix and telling stories creates consumer connections for life.
Building Tribes with Persuasive ContentPeople strive to identify with a group or tribe (or brand) that share their same characteristics. Membership to a group is engrained in our human makeup whether it be with family, friends, career, or dare we say, products that shape our lives. A sense of common values and common identity establish a tribal identity – a core that finds a common cause. Content comes down to whether people can trust the character or brand within it. Just as we do with human relationships, marketers can build similar connections with their consumers through the power of content.
An Aura of EthosEthos, or character, can also apply to brands. Caring, craft, and cause makeup a balanced ethos for any brand to better establish a humanizing relationship with consumers.
- Caring – human connection, sympathy, disinterest
- Cause – ambitious goodness, tribal values, common enemy
- Craft – knowledge, experience, problem solving