It’s no secret that engaging and connecting with customers are great ways for brands to foster loyalty. Although, the manner in which these connections are established and maintained is another story.
Andrew Davis, the bestselling author, and acclaimed keynote speaker, once tweeted, “Content builds relationships. Relationships are built on trust. Trust drives revenue.”
This highlights one of the secrets to establishing and maintaining strong customer-brand connections; building trust. Now the question becomes, how does a brand build trust through marketing content; especially when direct interaction with a customer over a period of time seems to be a much more effective approach?
One answer is to gain a deep understanding of customers beyond transactional data to identify exactly what they want from a brand. More times than not a customer’s needs extend far beyond the product or service being offered, and this is where the element of trust begins to play a factor.
When brands can satisfy underlying, intangible customer needs while at the same time offering a product or service that benefits their daily life, a relationship starts to build. Trust becomes the foundation of this relationship, so the value proposition and path-to-purchase is more of an experience than it is a traditional practice of supply and demand.
The aforementioned transactional data is indeed beneficial when seeking to understand purchase patterns, shopping behaviors and popular products. However, it takes a much more personal and strategic approach to understand the person behind the purchase. So to create meaningful content for a successful content marketing campaign, the best approach is to communicate directly with customers to find out specifically what it is they’re looking for.
Through strategic Voice of Customer projects, or a closed-loop customer feedback platform, brands can place a finger on the pulse of what resonates with their target consumer groups. By identifying specific customer interests, when and how they prefer to engage with brands, and how products or services fit into their daily lives, brands are equipped with detailed information to support the creation of marketing content specifically designed to speak on a personal level.
Outdoor lifestyle e-retailer Huckberry.com is a great example of how content marketing can drive revenue. By understanding that some outdoor lifestyle customers want recommendations and manufacturer backstories along with product specs, each product offers creative storytelling and social commentary. As a result, Huckberry has become a trusted source for many customers seeking a more personalized experience.
It all started by first understanding customers beyond the transaction, and then developing impactful marketing content to deliver on what customers said they wanted.
For more on Huckberry.com and its use of strategic content marketing, CLICK HERE.
If you’d like to discuss how your brand can benefit from a content marketing campaign, give us a shout.
For over 30 years we’ve equipped brands with the data-driven insights they need to fully understand their customers and build lasting relationships based on trust.