Guest post by Nicky Rudd, Padua Communications
When planning the content you are creating for a brand, it’s important to mix up the channels you use to distribute it. Everyone researches differently, and to entice an interested party to become a long-term customer, they need to feel there is consistency and authenticity in that communication.
If a brand’s message is confusing, disingenuous or inconsistent, it stops people from becoming long-term customers. In a recent Salesforce survey, 63% of people said they have engaged with disappointing brand content with 23% saying they wouldn’t engage with the brand after that. 80% of respondents cited ‘authenticity of content’ as the main factor as to whether or not they follow a brand.
One of my favourite images is a graphical representation of the flight of the bumble bee and this is one image I have in mind when thinking about prospecting customers. They might find me on Twitter, visit the website, read a blog, watch a video and then decide to call. But their path is anything but straight and, wherever they land, there needs to be a consistent brand and tone of voice. Otherwise, it’s confusing and they will be put off.
When you decide to review your content plan, ask yourself how your target customers might view your content and what they really want from it. Put them first and consider what they will find useful.
Even better, ask them directly – but remember, the customer journey is rarely a straight line. Ultimately, remember what you are really looking to do is to build trust and consistency by publishing relevant and helpful information. Be clever with your content planning to ensure you are visible on different marketing channels, but make sure it’s consistent.
If you’re not sure how to do this, give Padua Communications a call on 0203 282 7570 or email [email protected]
Everyone loves happy customers - That's why Zest Consultancy and Padua Communications have teamed up to bring you a series of events so you can benefit from expert advice and guidance explaining why content matters and how customer experience can have a positive impact on your business. Click here to find out more and reserve your place - places are limited so don't miss out!
If a brand’s message is confusing, disingenuous or inconsistent, it stops people from becoming long-term customers. In a recent Salesforce survey, 63% of people said they have engaged with disappointing brand content with 23% saying they wouldn’t engage with the brand after that. 80% of respondents cited ‘authenticity of content’ as the main factor as to whether or not they follow a brand.
One of my favourite images is a graphical representation of the flight of the bumble bee and this is one image I have in mind when thinking about prospecting customers. They might find me on Twitter, visit the website, read a blog, watch a video and then decide to call. But their path is anything but straight and, wherever they land, there needs to be a consistent brand and tone of voice. Otherwise, it’s confusing and they will be put off.
When you decide to review your content plan, ask yourself how your target customers might view your content and what they really want from it. Put them first and consider what they will find useful.
Even better, ask them directly – but remember, the customer journey is rarely a straight line. Ultimately, remember what you are really looking to do is to build trust and consistency by publishing relevant and helpful information. Be clever with your content planning to ensure you are visible on different marketing channels, but make sure it’s consistent.
If you’re not sure how to do this, give Padua Communications a call on 0203 282 7570 or email [email protected]
Everyone loves happy customers - That's why Zest Consultancy and Padua Communications have teamed up to bring you a series of events so you can benefit from expert advice and guidance explaining why content matters and how customer experience can have a positive impact on your business. Click here to find out more and reserve your place - places are limited so don't miss out!
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