(c)iStock.com/Jacob Ammentorp Lund
Brands are built on relationships. If you are not creating real relationships with your prospects and clients, you’re going to have a tough time achieving and maintaining success.
The challenge is keeping them engaged over time — and that engaging with your viewers. There’s been a massive gain in the amount of content while individuals are consuming more information year over year.
In order to stand out from the clutter, manufacturers have to invest in generating content that is interesting, more relevant, and unique than anything else out there. This is no simple task, however there are a few proven best practices when it comes to developing content that is relationship-enriching.
The power of visuals
Visual storytelling has been shooting off in a big way over the last couple of decades, and is an excellent way to drive connection with your audience. There is a reason that many web content is getting more visual: individuals respond to images quicker than text because of the way in which the brain was created.
With interactivity, content consumption is not a passive job–it requires active participation
Telling your brand stories with visuals will be able to help you evoke an immediate reaction.
Additionally, it is a lot easier to catch someone’s attention than it is with content. Every time a content consumers scrolls only half paying attention, through a website, an eye-catching visual can make them return to investigate.
Interactivity and audience involvement
Hooking with visuals on your audience can help you gain their attention, but keeping that attention requires highly compelling, immersive content.
Marketers are starting to integrate contentinto their plans to drive engagement with prospects throughout their journey. They’re discovering that interactivity breaks down the barriers between consumers and brands.
With interactivity, content consumption is not a job–it requires active participation.
You can acquire the infographic, article, or whitepaper in the world, but when it’s static, you’re missing a significant opportunity to construct relationships since consumers and you can not associate through the content.
Viewers play an integral part in your story rather.
Interactive content also provides insight into in which they spent time inside different pieces of content and how customers engage with items they drilled into together and your subjects.
Designing touchpoints for conversation
Articles provides a stage for dialogue between you and your audience. Like any conversation, you want it to be two-sided. This implies inviting viewers to give feedback, and supplying them with a neutral (e.g. non-salesy) platform to achieve that.
This advice applies throughout the board to your content advertising efforts.
Every touchpoint needs to invite the audience to take part in a conversation with your brand–not just learn more about your products and services.
Capturing someone’s attention online is extremely difficult, and holding it long enough to begin a connection is a universal challenge every marketer faces.
Creating content that encourages participation from your audience will not only promote your prospects and clients to participate with you–it’ll also make a more positive awareness of your brand and advertising team.
This type of approach has a positive impact on customer advocacy, and loyalty, engagement, which finally will drive results that are positive .