Let's start with an observation: Nearly all brands create and share digital content. The critical question, however, is: What type of content has the power to elevate brand perception in the eyes of consumers? To answer this, we must remember that consumers interact with brands through various touchpoints. If we aim to change the game, all these touch-points must consistently focus on the consumer and their needs, including the content shared online. Consumers need a positive experience that meets or even exceeds their expectations, thereby enhancing their perception of the brand through every interaction, potentially leading to increased brand loyalty.

So, what content can provide such value to consumers that it elevates brand perception? It's the content that captures consumers' attention through the creation of online experiences that educate, address their problems, entertain, and build a strong sense of community. Content capable of elevating a brand from a mere service provider to a trusted ally in consumers' daily lives.

Let's consider our own preferences. What type of content captures your attention? For me, a passionate DIY enthusiast, it's simple and clever DIY tips on platforms like TikTok and YouTube. Others might be captivated by movies, dance, or recipes. It's fascinating how algorithms adeptly present us with authentic content that resonates with our interests. This leads to an intriguing question: Shouldn't brands leverage this opportunity to provide tailored content that algorithms can effectively deliver to their target audience? Certainly, it seems like a strategic move worth exploring, especially after identifying the intended audience and analyzing the solutions their products offer.

Categorizing authentic content based on the value it offers consumers, we identify four key pillars of content:

1. Educating the Consumer: A combination of online seminars like Instagram Takeovers by experts, YouTube tutorials, podcasts, articles, and Instagram Carousels with step-by-step instructions, etc. This type of content empowers consumers with knowledge, simultaneously positioning the brand as an authority in its field.

2. Solving Real Problems: Through FAQs on websites and social media, live Q&A sessions, interactive content focused on solutions (TikTok being an ideal platform), etc. In this way, brands demonstrate empathy, gaining consumers' trust.

3. Entertaining While Informing: Using infographics, branded mini-series, behind-the-scenes content, and emotional brand storytelling, etc. By transforming information into engaging stories, brands can make complex information accessible and memorable, creating a deeper emotional connection with their audience.

4. Fostering Community and Engagement: We see this in polls, content with questions, Real Time Community Management, campaigns with User-Generated Content (UGC), participation in groups and cultural opportunities, etc. These are opportunities that create interaction, making consumers feel valued and part of the brand's community. Additionally, showcasing stories of the employees themselves enhances both the human-centered character of the brands and the sense of belonging.

Research shows that 90% of consumers seek authenticity in the content shared by brands. However, there is a gap between marketers' and consumers' perceptions of this authenticity. While 92% of marketers believe the content they share is authentic, only 51% of consumers agree. To change the game and bridge this gap, brands need to reevaluate the emphasis on hard-sell content, making room for content that provides real value to consumers, especially focusing on UGC, which ultimately influences consumer decisions more.

At Partners Connected Communications, we understand that trends are dictated by consumers, who demand brands to be actively present. We are thrilled to collaborate with brands that recognize this new reality and dare to change the game. Consumers are now creators who share content daily about products and services offered by brands, seeking transparency and connecting with brands that share common values. Integrating valuable content as part of an integrated communication strategy is a game-changing approach for creating and sustaining connected brands.

Foivos Foivou, Digital Marketing Director at Partners Connected Communications