Are you creating killer content?
Is your content engine in overdrive? A boiling, overheated, over expressed machine. Are you choking the very channels from which you hope to win new customers and build deeper relationships?
Not all content is created equal. And not every potential consumer touch-point warrants the presence of your brand.
The buyer’s journey is almost always a process of discovery, investigation, ingestion, peer-to-peer consultation, more investigation, purchase consideration, then the purchase of the winning brand. It’s not a linear journey.
Consumers need downtime. They need free space to think, confer with friends and thoughtful consideration of their options. They need ad free, clutter-free space. They need respect.
Robotic ad buying and over-zealous social media content stuffing can destroy brand engagement.
Too much, is well… too much. And enough is enough. Brands that lack insight and deep strategy default to polluting their own channels; paid, owned and earned.
Clients are spending untold amounts of money on bad content decisions. Content strategy should be a very direct and meaningful extension of your brand idea. Your brand idea needs to express the desires of your customers.
The story of your brand is the story of your customers.
Telling this story in the most meaningful, relevant and respectful way is the ultimate expression of your brand.