Wie haben Marken ihren Wert durch Content-Marketing erhöht?

Elevating brand equity requires a deep understanding of the target audience. Utilizing content marketing, brands gain insights through data, feedback, surveys, and analytics. Segmenting the audience based on demographics, behavior, or interests enables the creation of personalized content. This approach builds trust, loyalty, and satisfaction, distinguishing the brand from competitors. Knowing the audience's needs and preferences is key to shaping a positive brand perception, ultimately enhancing brand equity.

Gaining equity through content marketing is a long term goal for any brand. Its an investment to build trust and credibility towards the business and its promoters. It requires a structured plan and arsenal. A very good and logical example will be Hubspot, how they leveraged content to build a commanding brand in the B2B segment.

Mi retroalimentación se centraría en destacar las posibles interpretaciones y asociaciones culturales de los elementos visuales, alentando al equipo de diseño a considerar cómo estos podrían ser percibidos por diferentes segmentos demográficos. A través de un enfoque colaborativo, se buscarían ajustes que respeten la diversidad de perspectivas y aseguren que el diseño visual sea inclusivo, resonando positivamente con la amplia gama de experiencias y valores presentes en la sociedad.

I think of this in terms of supply and demand: - What does the target audience need but can't find easily (demand) - What has your organisation got that could plausibly fill the gap (supply) The challenge is that this takes an awful lot of experimentation with topics, framing, and formats. This is the number one challenge for teams. My advice is to invest time and effort in creating two things: 1. Support for experimentation from key stakeholders (best done with an internal campaign around the outsized results smart content marketers achieve) 2. Optimisation time for the entire team - everyone needs to be thinking about audience preferences and that requires dedicated review and discussion time.

Segmenting the audience based on demographics, behavior, or interests allows for the creation of highly personalized content. This approach not only builds trust and loyalty but also distinctly positions a brand in a competitive market.

Oferecer para um prospect um conteúdo rico, que pode ajudá-lo a resolver um problema, reforça a nossa autoridade no tema e também faz a pessoa ajudada criar uma sensação de dívida com o nosso negócio. Devemos sempre lembrar que, por trás de cada empresa, existem pessoas! Por isso, fazer o bem, se esforçar para ser útil e tratar como gostaríamos de ser tratados pode ser o ponto decisivo entre fechar ou não uma venda.

Users are more likely to stay on websites and apps that consistently deliver relevant content and provide a positive user experience. They are also more likely to explore more content on the platform and return if they find value in the content.

By consistently offering high-quality, relevant content, brands forge connections that transcend mere transactions. This strategic approach builds trust, loyalty, and a positive brand association. As consumers increasingly seek authenticity, brands that authentically address needs and aspirations become trusted authorities. In this way, content marketing isn't just disseminating information; it actively shapes how audiences perceive and value a brand, fostering enduring relationships and a resilient brand equity.

Every piece of content should be a promise. Content marketers and creators often talk about value propositions made to an audience within a piece of content, but that sounds transactional to me. Every piece of content you make, should be made with intent and deliver on a promise. The promise is the outcome for your audience, the value you will bring and they will receive. While you create the content, the audience will make or break it. It is they who will decide the quality, relevance, credibility etc. You will know if you hit the mark by how long they remain engaged (bounce rate/retention), how they interact (comments, emoticons etc) and whether they share. Great content should be remarkable, create water cooler moments ('did you see X').

Consistency and authenticity in content marketing are pivotal for building brand equity. By consistently delivering authentic, valuable content over time, a brand builds trust and credibility. Adapting to evolving consumer preferences while maintaining authenticity demonstrates market awareness. This dynamic approach fosters a deep emotional connection, turning consumers into advocates and steadily increasing brand equity. In essence, the synergy of consistency, authenticity, and adaptability forms the foundation for a lasting and impactful brand presence.

Authenticity is your ability to step out of the crowd and be seen as who you truly are. Before you put anything out there, ask yourself whether it truly reflects your brand or you are doing it because everyone else in the industry is doing it. Take for example how Reb Bull has created an authentic image of an "Extreme Lifestyle" brand by consistently associating itself with extreme sports, gaming, and adventure.

Authenticity has become a buzz word. The moment you change lighting, wear makeup, choose a specific outfit you curate the end users experience of you. People show up different in different space, which makes one question the concept of authenticity. The key people who influence others are often said to be authentic, but I am of the opinion a simpler and easier explanation is more appropriate. 'Personality'! This is what separates those with following, influence and fandom from everyone else. Show your personality or your company's personality and you will create content that resonates with other human beings. People like people and people and brands that show personality and businesses with personality tend to create true fans.

Most of the time, brands tend to ignore the audience's perspective. They do not bother researching the audience they want to target. At times, they remain adamant about only bringing their own perspective of their brand and what they think the brand should be. This way, they not only lose the audience but also potential customers. To avoid that, what brands can do is: - Engage with the audience by researching them and asking their opinion through surveys - Interact with them and ask what they would like to see in the brand that will make them buy from it

Red Bull is the best example I think, in history. The brand equity is HUGE and its not really thanks to a quality good tasting drink is it? It's thanks to a massive investment into content creation on so many levels that maps out lifestyles of a potential customer and perfectly integrate into that. Occasion marketing.

I think the Diary of a CEO podcast is a great example here. They split test hundreds of ads with slightly tweaked creative on Meta first to figure out what’s being engaged with most and then use this to inform what their YouTube thumbnail for the episode should be. Led to a huge increase in audience reach and brand equity over a 12-18 month period.

Be sure to optimize, but also learn for which audience you are optimizing. As you read in chapter 3, authenticity is very important. But your audience may change while you're optimizing, since it may appeal more to a certain group. So make sure that your content stays optimized and authentic at the same time. Don't forget your roots just because an A/B-test is succesful.

Content marketing is one of the few ways that B2B brands can increase their brand equity without relying on gatekeepers, kingmakers, or sales. Content marketing can up your brand equity in two ways: 1. By being good (in terms of craft). 2. By being interesting or useful to your target audience. If you focus on these things, you won't slip.

If it is suitable for your business, consider leveraging user-generated content (UGC) to build a community around your brand. You can take inspiration from the likes of GoPro, which has leveraged UGC to build a strong brand. The company encourages users to share their action-packed videos shot with GoPro cameras. By showcasing the adventures of its users, GoPro has created a sense of community and camaraderie, contributing to a strong brand identity and equity.

Content is a digital asset and like all assets the more you have the greater your wealth. Brand equity can only be built through human interactions, and in today's challenging market place, people's attention is on social and social requires content to reach them. If you want to build brand equity today, then content is the way to do it. Traditional media (radio, television, newspapers, magazines) have lost eyeballs, attention has shifted to Modern Media like podcasts, VOD, blogs, live stream events & social audio. If you're not playing in these sandpits, you risk the chance to be relevant to a good number of people. But know which sandpit to play in. Not every sandpit plays your game, find the right one and the investment will be worth it.