How Brand Activation Can Help You Tailor Content to the Consumer

Jul 15, 2016


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Article ImageMuch of the time, the relationship between social media and website content is considered a one-way street. Whilst companies push website content through social channels, they very rarely pull consumers in the other direction. Unfortunately, this lack of ebb and flow fails to maximize consumer engagement and, in some circumstances, can be a huge waste of potential.

Understanding the difference between promoting a brand and selling it is critical to your company's success. Blog posts and articles that stagnate on your Facebook page will not entice the consumer to look in more detail at the services you provide. Even worse, once you get a reputation for low engagement, social media will start to restrict your audience, creating a vicious cycle that is hard to break.

In order to give potential customers a reason to engage with your brand, you need to convince them that what you're promoting is genuine. While your website content may be a poetic example of your company's philosophy, it won't be read unless you make the effort to demonstrate its relevance to the reader.

Brand Activation Brings Your Content to the Consumer

There's no point in writing great quality content if it's not getting seen by the right people. Even if you're a household name, your audience won't be refreshing your website's homepage every five seconds in order to access the latest updates. For the most part, consumers want content tailored specifically to their consumption habits. Understanding your audience and using this to create engaging campaigns will entice consumers to move from casual visitors to brand advocates.

Brand activation is the marketing equivalent of word of mouth. By seamlessly integrating all available social platforms, you can activate your consumer to show both interest in and loyalty to your company. Flawless brand activation gives consumers the opportunity to interact with your brand, values, and products, as well as share their opinions with everyone else in the online community. If you've ever wondered how household brands achieve their notoriety, then it is most probably through cleverly tailored promotional marketing and brand activation strategies.

Brand activation lets you create content that is more than just a good read. It enables you to open up your brand to the consumer, offering them the chance to investigate its personality. With this in mind, you can begin to formulate a clearer idea of what your audience really wants from your products or services.

Building Content People Can Connect With

Most of us feel keenly disappointed when the time and effort we put into our content is met with a few measly views and no usable commentary. Unfortunately, the internet always is, and always will be, a cruel and unforgiving place. If you aren't creating and promoting content that actively engages the reader, then you're simply wasting your time. Building a great brand means fostering a great connection with your audience and it's this repeat custom that will eventually lead to bigger and stronger growth.

A quality, long-form article deserves the same level of coverage and exposure. Since you can't always rely on the content doing the hard work for you, it's up to your team to devise a strategy that will allow it to resonate with the reader. Around two-thirds of consumers say they prefer buying from a company that delivers custom content and it is also one of the main reasons they follow brands on social media. While customizing your content may require a dedicated approach to production and promotion, the statistics prove it is well worth the extra effort.

But when the whole market is playing the same game, how do you ensure your brand remains head and shoulders above the field? Once again, brand activation comes to the rescue. As any brand consultant will tell you, engaging your consumer is far more important than building links or driving traffic to your site. While these techniques might draw in the masses, they give them little obligation to stick around. Instead, you need to focus on delivering content that fosters a long-lasting connection between your brand and the consumer.

Where and When to Implement Brand Activation

Choose the Right Social Platform--First, you need to think about which platforms you can leverage to offer the best content marketing opportunities. Brand activations rely on a well-thought out strategy that takes the needs and habits of your consumer base into account. For example, if your content has a heavy visual to textual ratio, it will probably receive a more optimized response on a site such as Pinterest or Instagram.

Infographics and visual data will be far more suited to these social platforms and can be easily shared among like-minded individuals. If you're looking to engage an audience that has been proven to respond better to pictorial content, then a visual bookmarking site could be the way forward, even if what you're selling is more complex than a simple decorative jar.

Create a Continuous Story--Content doesn't have to be consumed in a single bite. In fact, constructing follow-up articles can be an extremely effective way of whetting your customers' appetite and keeping them engaged with your brand. If your audience is able to follow a narrative throughout your content, then it will give them every reason to continue investing their time in it.

Content that coincides with a specific activation campaign, such as an ongoing event, can help build interest in your own brand. An example of this would be using the Rio Olympics as an opportunity to demonstrate the power and professionalism of your services. By constructing videos, blogs, and posts that tie in with the games, you can tap into one of the biggest audiences in the world, without the hassle of devising your own event.

In almost every case, brand activation proves to be the kick-start your content needs. As well as increasing your social audience, it also boosts positive engagement, turning your social platforms into promotional forums. While consumers might not always be able to try before they buy, tailored content provides them with an opportunity to put your brand promises to the test and decide for themselves whether you measure up to their personal standards.

(Image courtesy of Shutterstock.)