Improving consumer interactions and understanding their journey can help brands develop contextual content.
With the demand for content growing amid COVID-19, developing marketing strategies led by content can be beneficial for brands. WARC’s 2020 Effective Content Strategy Report states creating content with popular content formats like podcast series or feature films can help brands become a part of culture.
Building a content strategy in uncertain times grows in importance and brands will need “content led by an emotional approach” to connect with audiences, as per Valerie Pinto of Weber Shandwick. Using content to build an emotional connection with audiences allows brands to drive relevant behavioural changes, like social distancing.
Marketers must consider context benefits while crafting relevant content. The author notes that with budgets shifting to digital, creating contextually relevant content is critical for brands.
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