The importance of content has significantly increased over 2020/21 as ever since the pandemic. Digital marketing efforts have spent much more time in the sun as people spend more time online. Users are on social media and browsing online. With time online also increasing. Subsequently, the consumption of content has grown exponentially. Content is now important to get right. Certain channels (such as social media) require short-form content, whereas other channels (such as podcasts and websites) are more effective with long-form content.
To compound this need to get your content right is the realisation that any marketing efforts are perceived as being very untrustworthy, with only 4% of people thinking Advertising and Marketing practice integrity. [Source: Ipsos OTX and 4as). This can mean that authentic brands can lack integrity despite the best intentions if they incorrectly communicate their brand online.
Holding the following key considerations in mind can help keep your content relevant to your audience and effectively convey your brand.
Know your brand
To keep your audience engaged, they need to relate to your brand and understand it. Keeping your messaging consistent in tone of voice and messaging will build an affinity with your audience as they will get to know your brand and come to expect a certain type of message from you. If you keep this up and portray your brand’s message consistently, your content will resonate with your audience, and you will see an increase in cut-through of your content’s messages.
Don’t overdo it
It can be tempting to share content from your brand as often as you think of it. The truth is, if you do this, your audience will likely disengage, either from being over communicated to, or by feeling like your brand’s messaging is being diluted.
If you have value to add to your audience, then it will be worth sharing, however, first consider how often you have shared content recently.
If there’s one thing that is here to stay, it is the continual evolution of the digital landscape. New technologies, new companies, and new strategies entering our digital space reinforce the need to keep evolving as the digital landscape evolves.
When done right, any content can reinforce the correct messaging and create a consistent brand voice and experience.