A meaningful message
The days of mass contact are over. Today, everything revolves around a strategy of audience segmentation and targeted communication, with a message in which relevant content plays a central role.
The consequences of this trend dominate the discussion among professionals responsible for managing their brands' communications and transforms the way platforms and channels adapt to respond to a growing demand for proximity and meaning.
An example of this transformation can be seen in Facebook's recent decision to reduce the volume of information shared and give priority to posts by other users on the network. The measure comes as a warning to brands on the platform and promises to transform the way we think about interaction, investment and the processes to be used. In a market that is increasingly focused on the public, it is the way they understand their experience that will dictate the course of marketing.
The study 2017 Meaningful Brands, The survey, conducted by Havas Group, found that 84% of the public expect brands to create content associated with solutions, experiences, entertainment and events. But the response falls short of this demand and 60% of all content created by brands comes across as poor, irrelevant or not fulfilling the proposed objectives. This is a failure at a time when content is seen as having the role of informing and inspiring those it is aimed at. Only a content marketing, If you identify targets and structured contact moments, you can respond effectively to the goals of added value, reputation and visibility.
The key word here is value. How can we define “value”? What message and speech are really valuable to our customers and partners? Very few organizations are able to answer this question and respond to the proposal it contains. And yet the ability to identify an organization's value to its public has never been more important.
Knowing how to understand our audience's expectations is therefore the first step towards devising a dynamic that allows us to become relevant in their eyes and retain their loyalty. Visibility is no longer enough if we can't create a relationship; it's not enough to be visible if we're not present and active. This is the challenge, which requires us to go beyond merely presenting our offer and create knowledge, know-how and experience.
Do you know how to respond to it in your organization?
Marta Gonçalves
Managing Partner | Say U Consulting