Why content positioning should matter to businesses
GOOD content is about telling the story well.
So, besides SEO and ad boosts, content positioning is key to reaching out to the right audience, especially because visual content and influencer marketing are on the rise.
Content feeds move faster than fingers can swipe. So, good content must be visually appealing and have a personality that the audience can resonate with.
Not only does proper content positioning help brands appeal to the right audience, but also keeps the audience engaged. Eventually, it builds brand loyalty and lifts sales as well.
Authenticity is key
In order to spread brand awareness, the content that is created must first be authentic.
In a Guardian research that tracked and analyzed Instagram Stories, it was found that “heavily produced videos with scripts and shot in a studio and professionally edited were simply not worth the effort.”
Scripted content may sometimes feel ingenuine and it is only natural for the audience to be able to sniff out such content and disengage.
What can brands do?
While brands are eager to cast their nets in the digital sphere, it is important to keep the content relevant and targeted.
As good content is infectious via Likes and Shares on digital platforms, brands should keep visual content consistent. This helps with psychologically imprinting the audience’s minds with the brand.
The same applies when brands are engaging with influencers to represent them. Choosing the right face for a marketing campaign speaks volumes about how connected the operation is with the brand’s message.
For example, Fenty Beauty announced that actress and activist Amandla Stenberg will be its first-ever brand ambassador.
Fenty founder and icon Rihanna wrote that the beauty line “was created for everyone, for women of all shades, personalities, attitudes, culture, and races.”
Considering Stenberg’s outspokenness on cultural appropriation and inclusivity, the collaboration is a match made in heaven.
As content marketing becomes more important, the focus will be on the quality of content: How authentic, how relevant, and how targeted it is. All the more reason for brands to start paying attention.
- Forrester: The only CX metric that matters has a $-sign in front of it
- The agri-food system as we know it is not, and will never be good enough
- How technology helps China take ‘first place’ in the passenger airline space
- World-leading brands have world-leading hiring strategies, with Top Employers Institute
- Understanding digital risks requires a mature understanding of technology