Stay in your grocery store’s freezer after a long day at work. Your car is right in front of Ben and Jerry’s trunk. Want to get a pint of your favorite Chunky Monkey of all time? But when you walk out the door, your eyes wander over the generic brand of chocolate chips.
The journey to the trademark enclosure
The road to brand loyalty is long, tortuous, and challenging. And you can’t jump or use shortcuts. You get there by going through the previous stages.
- Brand awareness: the consumer knows the characteristics or image of the brand, but has never had personal contact with it
- Brand awareness: the consumer has developed a social awareness of the brand through personal interaction with it or others
- Affinity with the brand: the consumer has bought the brand and is evaluating it for future purchases, but is still evaluating and buying alternatives
- Brand loyalty: the consumer constantly buys the brand at the expense of others, out of rational habit
- Attachment to the brand: the consumer creates an emotional bond with the brand that is difficult to break and strongly prefers the brand, although offering better alternatives
Part of the confrontation is about content marketing, where we can deliver the right types of content to the right audience at the right time to get them on the road to branding.
Five content marketing tips to conquer brands
- Find out how your audience thinks, acts, and feels
Do you know your audience? I mean, do you really know? Do you understand passions, desires, and trends?
Advertising is not just a check on your content marketing task list. Personality development is your chance to become familiar with your audience.
Take the time to find out who they are, where they spend their time online and offline, what content they would like to consume. Your hobbies, your values, your hopes and dreams, your fears and concerns. Your content and brand will benefit.
- Develop channel-specific content
The same video that works for TV ads is not considered a Facebook ad – wrong message, wrong audience, and a little wrong.
Use what you’ve learned about your audience’s values, habits, and preferences to find the highest-paying and most profitable media opportunities. Then, create special content for each channel and make sure the content is relevant to the values and needs of each audience.
- Invest in content during the customer journey
You will never receive a branding attachment if you focus your content just at the top of the funnel. By developing specific channel and sales funnel content, you can meet your audience’s expectations and emotions at any time.
By offering relevant content at all points of purchase, you’ll gain recognition faster and build a brand over time with tenacity and wandering followers.
- Always stay on point
While the content must be specific to the channel it appears on, the stage of the purchase journey, and the target audience, it should never deviate from the main message or theme.
Here’s a challenge for you: mine my brand assets: your website’s homepage, a video, an image ad, and a brochure. Now cover your logo and name. Could you say that the products come from the same company? Well, you probably can, because you did it.
- Test and measure
Before you start creating content, you need to agree on a measurement framework so that you can measure success. Make a deal with your in-house team, your C-level managers, your client, or whomever you call your job successful or unsuccessful. Do this in writing. Serious.
Brand loyalty and attachment are notoriously “soft” things to measure, but you will need to identify some quantifiable data to measure value, along with your own qualitative insights.
Building a robust metrics framework allows your team to freely create, strategically optimize and relentlessly improve, without constantly justifying their costs or value to the organization.