branded content and emotional relationships
DESCRIPTION
Distilled's Kyra Kuik's presentation on content strategy/how to make your customers LOVE you via content.TRANSCRIPT
Branded Content & Emotional Relationships
KYRA KUIK
@KyraKuik
What is an emotional relationship?
An emotional attachment that bonds a customer to a brand
But this type of bond doesn’t happen overnight
Steps to an emotional connectionConfidence
Integrity
Pride
Passion
Confidence:
• Necessary for any purchase• Foundation of relationship• Not a brand differentiator
Integrity:
• Vital for retention• Not a brand differentiator
Pride:
• Pride in product and membership• Brand differentiator
Passion:
• Brand X is perfect for me • X brand/product is irreplaceable
People are passionate about brands when it defies logic
Non-luxury brands inspire passion
You want passionate customers because they spend more and
require less
Increase in customer retention rates
of 5% increases profits by 25-95%
Frederick F. Reichheld
The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value
Where does content fit into emotional bonding?
Keeping customers involves adding
meaningful depth to the bond…it
requires a total brand experience
William J. McEwen
Married to the Brand
Content = meaningful depth
Content adds to a total brand experience
How can I create an emotional bond through
content?
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
Content can do that through
• USP• Consistency• Clear brand voice
Unique Selling Point
Differentiates you from competitors
Two components:
1. Define your customers’ problem • What are their common frustrations? • How do they want those problems to be fixed?
2. Explain the unique benefit/solution you offer• How can you fix your customers’ problems in a way that other brands
can’t?
Nerd Fitness Blog
• Stands out from other fitness blogs
• USP = health and fitness hacks for self-proclaimed nerds
• Speaks to need in fitness niche for approachable tips
USP differentiates your brand, signifying to customers their
experience is unique and special
Three aspects to brand passion:
1. Passion drivers differ by brand USP
2. Total brand experience (not a single component)
3. Brand differentiation USP
According to research done by William J. McEwen
Consistency
Keeps the brand experience dependable and trustworthy
Two components:
1. Connects content to existing branding/goals • Is your content on brand? • Does your content support marketing/brand goals?
2. Create content on a regular basis• Your customers should know when they can turn to your brand for
new content.
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
Consistency creates a total brand experience that is
dependable and trustworthy
Three aspects to brand passion:
1. Passion drivers differ by brand
2. Total brand experience Consistency
3. Brand differentiation
According to research done by William J. McEwen
Clear brand voice
Communicates brand personality and goals
Two basic components:
1. Define your purpose • What’s the reason behind your content? To educate, entertain,
delight, inform, etc.?
2. Define your personality• How do you approach your content? Are you witty, playful, serious,
inspiring, etc.?
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
Brand voice provides a unique experience and uniformity within
branded content
Three aspects to brand passion:
1. Passion drivers differ by brand Brand voice
2. Total brand experience Brand voice
3. Brand differentiation Brand voice
According to research done by William J. McEwen
1. USP2. Brand voice3. Consistency
ModCloth
Key takeaways:
1. Passionate customers spend more and require less2. There is an emotional process that leads to brand passion3. Branded content can funnel customers towards brand
passion by implementing– USP– Consistency– Brand voice
Thanks.Any questions?
KYRA KUIK
@KyraKuik