- July 29th 2024
- Blog,Content,content marketing
Where does content fit in with brand engagement?
When lots of us think of brand engagement, we think of massive global consumer brands like Nike or John Lewis. The machine that drives these brands is huge and complex. They employ a multitude of content streams in multi-million dollar campaigns which are much talked about, shared, and reviewed. That’s not feasible for most businesses, but it doesn’t mean that brand engagement is irrelevant to you. Every organisation exists as a brand at some level, and your content can inspire brand engagement, loyalty and growth.
What is brand engagement?
So what do we mean when we talk about brand engagement? This is the emotional, cognitive, and behavioural investment that customers make in a brand. It’s all about building connections and communication streams that run both ways. When customers are engaged, they are more likely to become loyal advocates who not only purchase repeatedly but also promote a brand within their networks.
Effective brand engagement means increased customer loyalty, higher conversion rates, and a strong brand reputation. Customers and clients will exhibit a trust in your brand which helps you to retain them, and them to recommend you.
Engagement in different guises
Brand engagement takes different forms across industries. Customers will engage in different ways and require different types of content to engage with. Understanding these nuances can help you tailor your content strategy for maximum impact.
Business to Consumer
Here, brand engagement is often driven by emotional connections. Consumers look for brands that resonate with their values, lifestyles, and aspirations. Personalised content, social media interactions, and influencer partnerships can really boost engagement in this sector. User generated content is really on the rise here, with #hashtag challenges designed to go viral.
Business to Business
For B2B relationships, brand engagement revolves around trust and expertise. Businesses seek brands that offer reliable solutions and thought leadership. High quality, informative content such as blogs, whitepapers and webinars can establish credibility and foster ongoing relationships. Case studies and testimonials offer a space in which content around real world feedback can thrive.
Service based industries
This covers a huge swathe of brand types. From marketplace platforms to hospitality, certain engagement features are common. Brand engagement centres around delivering value and exceptional customer experiences. Content that educates, informs, and solves problems can position service providers as indispensable partners. Tried and tested content includes testimonials, how-to guides, and customer success stories.
Different types of content
Any information that your organisation produces is content. From the text, images, and videos on your website to your social media streams, and even the signage on your premises. Each serves a unique purpose in your brand engagement strategy.
Blog posts
Firstly, regular fresh content is super helpful for your SEO to get you discovered on search results pages. Which, let’s face it, is the foundation of engagement. Blog posts are the perfect format to do this. You can cover a wide range of topics, from industry trends to practical tips, providing value to readers, and establishing your brand as a thought leader.
Videos
Video content is on the rise as a core part of content marketing strategy. If you’ve not thought videos are right for your business, it’s time to think again. Videos are highly engaging and can convey complex information quickly. This makes them ideal for product demonstrations, tutorials, and storytelling. When it comes to engagement and sharing, social media videos are your prime objective.
Social media posts
Of course, socials mean more than viral videos. Social media posts facilitate real time interaction with your audience. You simply need to choose the right platform for your audience. They can be used to share updates, promote products, and engage in conversations. Alongside organic activity, use your social media platforms for targeted advertising towards specific demographics.
eBooks, whitepapers and infographics
E-books and whitepapers offer in-depth insights into industry-specific topics. They are valuable resources for B2B marketers in technical industries looking to generate leads and demonstrate expertise. A more simplified version of this would be infographics. These are visually appealing and can simplify complex information. They are highly shareable so can boost your brand’s visibility on social media and websites.
User generated content
From images to videos to reviews and guest blog posts, this is content which is created by your customers. Consumer based businesses are increasingly running successful social media challenges which go viral. This also works on a smaller scale though. Service and product reviews are a hugely valuable tool which you can optimise in lots of ways.
The brand engagement process
Building brand engagement through content is to a certain extent organic and personal. But it also helps to have a checklist of things to cover!
Define your audience
Identify your target audience demographics, interests, pain points, and preferences. Use tools like Google Analytics, surveys, and social media insights to gather data. When you know your audience, you can create content that speaks directly to their needs and desires. This personalisation helps to foster connection and in turn encourages engagement.
Choose your content format
Different audiences respond to different content formats. For example, younger demographics may favour videos and social media posts, while professionals might prefer blog articles and whitepapers. Similarly, different platforms work for different audiences. B2B campaigns tend to stick to LinkedIn, while consumer brands increasingly use TikTok. Importantly, have a broad presence within this scope, and avoid putting all your engagement eggs in one basket! X and LinkedIn often work well in tandem, for example, while similar is true of Instagram and TikTok.
Value, relevance, authenticity
Whatever form your content takes, and wherever you intend to place it, the most important thing is quality. In order to be high quality content, it should always provide value, and be relevant to your audience. The more useful your content, the more likely your audience will engage with it. Keep your content relevant by updating it regularly. Not only does this ensure that your website is fresh, it demonstrates a level of care. Similarly, an authentic brand tone builds trust. Be genuine in your communications and avoid overly promotional language. When your content has a consistent voice which is in line with your brand values, customers will automatically engage.
Encourage feedback
Subtly creating viral trends is one thing – and it’s a thing that large consumer brands do very well. However, sometimes we need to ask openly for engagement. Don’t be shy in asking your readers for comments, or asking your customers for reviews. Feedback is a goldmine for improving brand engagement. Encourage your audience to share their thoughts through comments, reviews, and surveys. You can run competitions or giveaways to start the ball rolling. Make sure that you respond to feedback promptly and take action when needed. Remember that true engagement is a two way conversation!
Brand engagement is an ongoing process, and like a real world relationship it needs constant work. Often it’s the getting started that’s the hardest part. To improve your online visibility, brand engagement, and lead generation, talk to the team here at Leapfrog.
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