The pandemic has changed the world. And with it, consumer behavior and needs. Today, the importance of people-oriented content cannot be overestimated. It has to be emotional, empathic, solidary, and also relevant and personalized!
1. The tone of voice of the brand
A unique tone of voice is what sets you apart from the competition. At the same time, it must be understandable to your target audience. The key to building conversations is to speak the same language as your target audience.
How to create the tone of voice of the brand, which will be clear to the audience:
- Study the target audience and understand what appeals to them;
- Experiment with the mood of the content, but take into account the mood of the target audience;
- Test reactions and perceptions;
- limit the number of buzzwords and jargon;
- Do not overuse keywords;
Create content for the reader. It should be useful, interesting and understandable.
2. Video content
Video content accounts for 82% of online traffic. According to surveys, after watching a video, users are 18 times more likely to want to take a targeted action.
Main development tools in 2022:
- Corporate videos - to introduce the brand culture, the "inside" of the company, confirm the professionalism of employees and the quality of products;
- Commercials - to increase brand awareness and coverage;
- Animations - to reach a wider audience in social networks, YouTube channels, etc., as well as for a simple description of complex processes.
Videos up to 2 minutes long guarantee the most clicks. You need two minutes to attract the user's attention, keep him, and encourage him to take the next step!
3. Chatbot with artificial intelligence
Interactive content can do all the work for you. Namely to improve the interaction with the user. By answering just a few questions, the user will understand what you are about as an organization, and they will form an attitude towards you. Making that attitude loyal is task #1!
4. Personalization
76% of users expect targeted and relevant communication. It should show up in everything from texts on websites to advertising slogans and ads. Non-personalized ads reduce the likelihood of taking a targeted action by 46%!
If a user finds the content irrelevant, they will simply ignore your brand.
5. Voice Search
Voice search is a feature that more and more users are turning to. What does it mean? It's time to change your content and tailor it not only for search results, but also for voice queries. Simple spoken language needs to be integrated into marketing content. Do it before your competitors and the target audience is yours!