Post by account_disabled on Feb 27, 2024 5:32:02 GMT -4
Several years ago, appearing dozens of times on radio and television stopped being the elixir of eternal memory for brands. The digital age is here, and now becoming relevant is the great challenge for those who want to win the hearts of their consumers. Hence the greatest marketing gurus talk about the importance of content creation; Everyone wants to do it, many believe they already do it, but few know all that this really means. So what the hell is the content? Every time a person seeks to learn about a topic or a specific product, they turn to search engines to find what they are looking for. When doing so, you type a term that determines what the platform will provide you in just a few seconds. What appears on your screen is a series of results that are relevant to that person at that specific moment. Even the paid results answer exactly what you are looking for. Considering this phenomenon, ask yourself, at what point in a user's life will your last event become relevant to making a donation? Just as you probably thought, but probably would never dare say out loud, the answer is never. Not because your consumers don't care about social responsibility, but because it doesn't link naturally to their daily lives. So when we talk about creating content of interest to stakeholders, we are not talking about public relations agencies writing dozens of press releases with headlines that are almost as generic as they are boring; rather, it is about experts in editorial content generating a solid strategy that helps link your brand's social commitment with topics that are relevant to your stakeholders. Of course, creating such a strategy is not an easy task.
To achieve this you need to break with the New Zealand WhatsApp Number old advertising paradigm that was responsible for imposing the same message over and over again to an increasingly wider audience; you need to adopt a new view in which six-figure numbers are not a reliable metric. Through content you can reach fifty or one hundred thousand people instead of 15 million, but it will be an audience for whom your actions are truly relevant, and consequently the impact generates more tangible value for your brand. Below we give you some tips that will be useful. 1. Define a goal No communication effort makes sense if you do not define a clear and consistent objective. Ask yourself exactly what you want to achieve with your content strategy and build from there to build a solid foundation. Define if your objective is to attract more donations, new volunteers, improve your corporate reputation or increase awareness; After doing so, you will have walked half of the route, but the second part is not easy at all. 2. Know your interest groups Identify your interest groups very well and define which of them you want to address with your content. Remember that this selection must be consistent with your objective; If you want your consumers to know about your social responsibility efforts, you should avoid creating content aimed at meeting the expectations of a group of directors and investors; On the other hand, if you are looking to attract sustainable investment, why would you care about the number of people who view your content, when what you need is simply to reach the right people? Once these elements are in tune, make sure you know your target interest group in depth; Discover their concerns, their motivations and, above all, their possible searches on the Internet.
Immerse yourself in their daily life and ask yourself exactly where in it they can connect with your brand's responsible efforts. Are you looking for information about responsible consumption? Are you eager to find volunteer opportunities? Do you want to invest your money in a company committed to the environment? 3. Tell a story 5 storytelling secrets for CSR Telling good stories can be an excellent tool to connect with consumers on an emotional level, awakening again and again people's interest in discovering new realities and environments; However, building a good story is what allows a company to form an identity from which to create solid bonds of trust that allow it to commit to its consumers and at the same time invite them to commit to its values. This constructed history will largely determine the perception that an organization's stakeholders have about the role it plays in the community, the way it influences social development and its purpose of creating a significant impact in the world. A clear example of this is Patagonia, a brand that for more than ten years has promoted transparency in the fashion industry throughout its value chain and uses it to encourage its consumers to reduce their social and environmental impact. , which is why it has become a synonym for sustainability. Dare to experiment Forget it, there are no formulas to send a responsible message to the different interest groups. Getting inspired by success stories can be of great help, but now that you have enough information about your stakeholders and you know in which direction your content should go, it is time for you to dare to experiment with new things. Try stories, infographics, videos, testimonials and anything else you can think of.
To achieve this you need to break with the New Zealand WhatsApp Number old advertising paradigm that was responsible for imposing the same message over and over again to an increasingly wider audience; you need to adopt a new view in which six-figure numbers are not a reliable metric. Through content you can reach fifty or one hundred thousand people instead of 15 million, but it will be an audience for whom your actions are truly relevant, and consequently the impact generates more tangible value for your brand. Below we give you some tips that will be useful. 1. Define a goal No communication effort makes sense if you do not define a clear and consistent objective. Ask yourself exactly what you want to achieve with your content strategy and build from there to build a solid foundation. Define if your objective is to attract more donations, new volunteers, improve your corporate reputation or increase awareness; After doing so, you will have walked half of the route, but the second part is not easy at all. 2. Know your interest groups Identify your interest groups very well and define which of them you want to address with your content. Remember that this selection must be consistent with your objective; If you want your consumers to know about your social responsibility efforts, you should avoid creating content aimed at meeting the expectations of a group of directors and investors; On the other hand, if you are looking to attract sustainable investment, why would you care about the number of people who view your content, when what you need is simply to reach the right people? Once these elements are in tune, make sure you know your target interest group in depth; Discover their concerns, their motivations and, above all, their possible searches on the Internet.
Immerse yourself in their daily life and ask yourself exactly where in it they can connect with your brand's responsible efforts. Are you looking for information about responsible consumption? Are you eager to find volunteer opportunities? Do you want to invest your money in a company committed to the environment? 3. Tell a story 5 storytelling secrets for CSR Telling good stories can be an excellent tool to connect with consumers on an emotional level, awakening again and again people's interest in discovering new realities and environments; However, building a good story is what allows a company to form an identity from which to create solid bonds of trust that allow it to commit to its consumers and at the same time invite them to commit to its values. This constructed history will largely determine the perception that an organization's stakeholders have about the role it plays in the community, the way it influences social development and its purpose of creating a significant impact in the world. A clear example of this is Patagonia, a brand that for more than ten years has promoted transparency in the fashion industry throughout its value chain and uses it to encourage its consumers to reduce their social and environmental impact. , which is why it has become a synonym for sustainability. Dare to experiment Forget it, there are no formulas to send a responsible message to the different interest groups. Getting inspired by success stories can be of great help, but now that you have enough information about your stakeholders and you know in which direction your content should go, it is time for you to dare to experiment with new things. Try stories, infographics, videos, testimonials and anything else you can think of.