Branded content and emotional relationships

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Distilled's Kyra Kuik's presentation on content strategy/how to make your customers LOVE you via content.

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Branded content and emotional relationships

  1. 1. Branded Content & Emotional Relationships KYRA KUIK @KyraKuik
  2. 2. What is an emotional relationship?
  3. 3. An emotional attachment that bonds a customer to a brand
  4. 4. But this type of bond doesn’t happen overnight
  5. 5. Steps to an emotional connection Confidence Integrity Pride Passion
  6. 6. Confidence: • Necessary for any purchase • Foundation of relationship • Not a brand differentiator
  7. 7. Integrity: • Vital for retention • Not a brand differentiator
  8. 8. Pride: • Pride in product and membership • Brand differentiator
  9. 9. Passion: • Brand X is perfect for me • X brand/product is irreplaceable
  10. 10. People are passionate about brands when it defies logic
  11. 11. Non-luxury brands inspire passion
  12. 12. You want passionate customers because they spend more and require less
  13. 13. The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value Increase in customer retention rates of 5% increases profits by 25-95% Frederick F. Reichheld
  14. 14. Where does content fit into emotional bonding?
  15. 15. Married to the Brand Keeping customers involves adding meaningful depth to the bond…it requires a total brand experience William J. McEwen
  16. 16. Content = meaningful depth
  17. 17. Content adds to a total brand experience
  18. 18. How can I create an emotional bond through content?
  19. 19. Three aspects to brand passion: 1. Passion drivers differ by brand 2. Total brand experience (not a single component) 3. Brand differentiation According to research done by William J. McEwen
  20. 20. Content can do that through • • • USP Consistency Clear brand voice
  21. 21. Unique Selling Point Differentiates you from competitors Two components: 1. Define your customers’ problem • • 2. What are their common frustrations? How do they want those problems to be fixed? Explain the unique benefit/solution you offer • How can you fix your customers’ problems in a way that other brands can’t?
  22. 22. Nerd Fitness Blog • Stands out from other fitness blogs • USP = health and fitness hacks for selfproclaimed nerds • Speaks to need in fitness niche for approachable tips
  23. 23. USP differentiates your brand, signifying to customers their experience is unique and special
  24. 24. Three aspects to brand passion: 1. Passion drivers differ by brand 2. Total brand experience (not a single component) 3. Brand differentiation According to research done by William J. McEwen USP USP
  25. 25. Consistency Keeps the brand experience dependable and trustworthy Two components: 1. Connects content to existing branding/goals • • 2. Is your content on brand? Does your content support marketing/brand goals? Create content on a regular basis • Your customers should know when they can turn to your brand for new content.
  26. 26. Mint’s Blog • Article #1 is on brand and consistent with brand goals • Article #2 is a stretch • Scheduling is consistent: 2 posts per day, every week day
  27. 27. Consistency creates a total brand experience that is dependable and trustworthy
  28. 28. Three aspects to brand passion: 1. Passion drivers differ by brand 2. Total brand experience 3. Brand differentiation According to research done by William J. McEwen Consistency
  29. 29. Clear brand voice Communicates brand personality and goals Two basic components: 1. Define your purpose • 2. What’s the reason behind your content? To educate, entertain, delight, inform, etc.? Define your personality • How do you approach your content? Are you witty, playful, serious, inspiring, etc.?
  30. 30. Sharpie Twitter • Voice is very casual, playful, and entertaining. Uses lots of slang and abbreviations • Voice is tailored to a very specific audience • Consistent throughout their content
  31. 31. Brand voice provides a unique experience and uniformity within branded content
  32. 32. Three aspects to brand passion: 1. Passion drivers differ by brand 2. Total brand experience 3. Brand differentiation According to research done by William J. McEwen Brand voice Brand voice Brand voice
  33. 33. ModCloth 1. USP 2. Brand voice 3. Consistency
  34. 34. Key takeaways: 1. 2. 3. Passionate customers spend more and require less There is an emotional process that leads to brand passion Branded content can funnel customers towards brand passion by implementing – USP – Consistency – Brand voice
  35. 35. Thanks. Any questions? KYRA KUIK @KyraKuik

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