
According to Forbes: “despite the fact that content is proven to be a key, strategic brand asset, only 32% of executive marketers believe their digital brands are executing effectively.”
And however you want to interpret “effectively”: clicks, shares, likes, referrals, transactions, etc. etc. the blatant insight of course is that brands are not engaging with targets or more importantly, targets / customers are not engaging with brands.
To address this engagement gap, marketers must not simply look at the content itself but moreover, marketers must look at the drivers of their target audiences that would make the brand’s content relevant. Drivers fundamentally are the intrinsic motivational factors that cause a person to either act (engage) or not act.
When a brand understands the why behind a target audience’s action(s), then and only then will the brand’s voice through content result in:
- enabled dialogue
- understanding customers
IF
You want long-term connection, engagement & loyalty
THEN
You must focus on the people that drive the behaviour.
Dialogue Age digital content is no different than any fundamental human relationships: Dialogue…you speak, I listen. I speak you listen. But if I only speak about what I want to talk about, I doubt the relationship will grow and develop. Conversely, if I take time to listen and understand and sincerely reach out, long-term relationship happen.
“God gave you two ears and only one mouth for a reason”
- Ancient Irish proverb
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