Weekly Content Marketing Trends June 27th, 2022

We wrap up June with content marketing trends that will help you propel your brand to excellence. People-centric storytelling remains a top draw as more brands promote their campaigns by steering content strategies toward relatable real-life scenarios. 

While in a similar vein, a growing number of modern consumers and audiences continue to prioritize purposeful communication, favoring companies that contribute to a worthy cause beyond running a business. The new wave of purposeful content marketing strategies may include green initiatives or DEI (diversity, equity, and inclusion) messaging on top of promotional material. 

So it might prove highly advantageous for your campaigns to go beyond polished aesthetics and sleek user experiences to attract maximum engagement. It has become vital for brands to connect with like-minded individuals to further their organizational objectives. Also, when it comes to purposeful marketing, it's about showing and not telling. We share how successful brands distinguish the difference, reducing the risk of greenwashing and other brand-adverse associations. 

 

Quick Links 

People-centric Storytelling: The Key to Audience Engagement

Why Purposeful Branding Matters Now More Than Ever

"Show Don't Tell" Remains a Major Content Marketing Rule

 

People-Centric Storytelling's Impact on Content Marketing 

Modern consumers and audiences seek a personal connection with brands before offering support. Authenticity, transparency, and honesty are central themes in content marketing, especially as more people turn to accessible online content for various purposes. 

Additionally, more customers have become more aware of the rampant dangers of false news and advertising, where one survey shows that 69% of customers fear that brands spread misinformation. People-centric storytelling that shifts the refocus from brand representatives to everyday individuals can set the perfect stage for connecting with a broader audience. 

Some effective strategies in people-centric content marketing include:

• Sharing real-world case studies and testimonies in your marketing campaign. For example, Dove's Courage is Beautiful Campaign featured the experiences of healthcare workers during the pandemic.

• Presenting relatable scenarios your target audience can easily empathize with, driving increased response and engagement. 

• Displaying social media handles of brand ambassadors where applicable to provide social proof of genuine 

• Identifying specific customer issues and providing valuable marketing content that informs and resolves those problems. 

The Power of Adding Purpose to Your Branding 

Modern consumers have developed a newfound interest in the purpose of a brand. These initiatives may range from eco-sustainability to social justice for gender equality, and it is essential that a brand's content marketing reflects the cause. 

At its core, purposeful branding connects businesses with customers emotionally, which could serve as a game-changer within the ultra-competitive economy. 

Purposeful branding can directly contribute to improved customer satisfaction and loyalty. According to one market survey, 80% of people believe that businesses have a responsibility now more than ever to address social and environmental issues. 

Similarly, past customer reports have shown that nine in ten millennials would switch brands for one associated with a greater cause. Therefore, positioning your content marketing with purposeful branding could place your campaigns ahead of the curve in the long run. 

You may leverage purposeful branding by:

• Receiving consistent feedback and conducting surveys to understand the motivations and interests of your target audience and how you can connect them with your brand offerings. 

• Establishing a core mission and creating/aligning content marketing based on the values outlined in the objective.

• Constantly reviewing and revising content marketing materials to stay consistent with brand purpose.

• Strategize the key attributes offered by your brand in the market and how you can position these unique points across your content. 

• Adding meaningful CTAs in your content marketing that rallies customers/readers toward a meaningful cause such as a donation or taking a pledge to support local suppliers. 

"Show Don't Tell" Remains a Golden Rule 

Showing rather than telling has been a content marketing tenet since its earliest days. The practice has become a more delicate process in recent times as brands find the increasing need to deliver purpose-driven messages. 

Showing an idea involves visual and video depictions that create more memorable marketing content while showcasing the authenticity behind a brand promise. While content that "tells" might provide customers with explicit details on a brand's ongoing initiatives and efforts, they lack the much-needed proof or data to convince audiences about any form of progress. 

There has been a spike in greenwashing cases where companies/brands fail to deliver environmentally friendly actions despite their claims. The rampantness of greenwashing has led to a growing mistrust among consumers regarding sustainability claims in marketing material. 

Other "washing" practices (such as bluewashing) occur when a company lacks the follow-up actions or proof of actual work done according to their touted marketing goals and objectives.  

You can effectively create quality content that reduces the risks of overcommitting to a cause and harming customer trust by showing rather than telling. Some of the steps involved in the process include:

• Brainstorming content marketing strategies through systematic mind mapping that involves campaign performance expectations, goal setting, audience transparency, and tools to deliver the information. 

• Avoid fabricated claims or absolute statements and promises unbacked by evidence. 

• Applying specific measurements or values when illustrating a claim. For example, you may share that a product contains 60% of bamboo rather than simply listing the material. 

• Always back up claims with verifiable data and include third-party certifications where applicable for authentication. 

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Published by Ciara Antolini on Monday, June 27, 2022 in Content Marketing, Blogs, Content Strategy, Weekly Trends.