To attract and retain your targets (foreigners, prospects and customers), it is appropriate in the era of real time marketing to design customized content, tailored to the needs of consumers, according to their level of engagement with the brand. How did brands rise to the challenge of producing content in place of the media?
The brand content in logic of service
In truth, brands have become media in their own right. Because from the Internet, the consumer has access to all the levers of information and investigation to document its choices and purchases, advertisers have been given the mission (or constraints according to the points of view) to inform, entertain and educate their audience.
The content they produce is therefore called brand content or branded content: a useful and attractive editorial heritage, oriented towards the consumer, but supported by the advertiser’s values and selling points.
Thus, throughout the purchasing process, the relationship between the consumer and the advertiser is consolidated, becoming more relevant and timely.
The brand content in support of each phase of the purchasing process
The process is divided into 4 phases, which is also called customer journey:
- the definition of the need,
- the construction of the vision,
- the selection of a solution,
- The validation of the choice.
A brand content strategy requires the development of appropriate content for each phase of the process, in order to listen to consumers, guide them, identify their needs and effectively manage their relationship with competitive offers.
When brand content fits into inbound marketing
That is why it is essential to integrate the brand content in a relational marketing logic, even inbound marketing.
As a reminder, inbound marketing consists of non-intrusive marketing. It’s about bringing the customer to you rather than picking them up with traditional marketing techniques. Inbound marketing, we distinguish
- 5 profiles : foreigners, visitors, prospects, customers and ambassadors
- 4 stages of engagement : attract, convert, close and rejoice
- a dozen (at least) tactical tools : blogging , SEO , social media , acquisition forms, landing pages , e-mail , events, tailor-made content , …
Since inbound marketing aims to attract consumers to our channels by giving them real added value, it goes without saying that brand content is the most appropriate material to provide an experience around the brand and convert it, or even the to build loyalty by satisfying or even anticipating their needs and behaviors.
Yes, brand content and inbound marketing are fighting the same battle: reducing the transactional dimension of the customer relationship in favor of the relational dimension. This is the beginning of the servicization of marketing.