And, far from the already very old model of “sender – receiver” or the concept of social networks as a “showcase”, there are two keys to this definition that are worth stopping at and that lay the foundations for how to orient content marketing :
“positive relationship” : very important. A relationship, we could say, that is healthy, sincere, without artifice and as personalized as possible. And of course, removing any hint of green-pink/washing: the truth always comes to light in the end.
“there is a great affinity between them” (…) “that they feel united”: perhaps, the crux of the matter, how to be close to the users who suddenly come across my content, “touch them” on an emotional level and start building a lasting relationship? How to address them? How to keep “the flame” alive over time? Nothing more, nothing less than knowing how to connect with them. To do this… you have to know what they are like!
2020 was a turning point for everyone, and in terms of digital communication and social media, even more so, as it was the epicentre of entertainment and a meeting engineer phone number list point and information point for many. Now, 3 years later, we can see what the “reborn” consumer of today is like, who has mutated and changed his skin. No, don’t imagine something like the evil Diana from the series “V”, but something more poetic: a chrysalis that eventually becomes a butterfly that flies alone.
Knowing this new user and consumer behind the screens will be essential in order to know how to speak to them, to know what content marketing strategy to create, and to know how to connect with them.
What is the new consumer like?
The book “YOsumidor: Gobernarse a sí mismo, governar a las marcas” – Andrea García, Felipe Romero and Pablo Perez – identifies the most notable characteristics that can help us understand and get to know this new consumer.
Major trends that have been brewing for years, which the pandemic has unleashed and which, without delay, condition how to create a current content marketing strategy, which connects, which creates a positive relationship with that user and which lasts over time. Let's look at 4 key points to keep in mind in communication:
Always first, never secondary . This new consumer is self-absorbed and wants to be in control of his life; he knows what he wants , ignores any drama and enjoyment. More than ever, his relationship with brands is established (and ended) when he wants.
Messages should not be imposing so as not to convey that you are seeking to dominate the relationship but rather that you are granting leadership. Therefore, the brand tone and voice should be based on being honest, “one on one.” Don’t tell them what to do and opt for advice or ideas. Inform them, update them… but then let them manage that information themselves.
Practicality above all. It focuses on the product or service and what it offers, in its purest form.
Communication should not lose focus on the solutions and/or benefits that the product, service or brand provides. Without falling into the “egocentrism” of always talking about oneself (there must also be room for more inspirational content), the change of perspective makes the communication paradigm change from “ my brand gives you X solution” to seeking empathy to provide that key that differentiates you “since I know what is happening to you X, I have the solution”. The consumer is always the center.
New concept: “peace of mind.” That’s right: seek peace of mind. We have had enough whirlwind of feelings and worries over the years and we have enough in our daily lives, without a brand giving us more headaches. The experience, from start to finish, must be satisfying and easy.
The customer journey therefore plays a fundamental role and the strong points of the entire process must be highlighted in the communication. Make it clear how they can contact you, make the purchase or return process clear, make the guarantees clear… everything. And of course, if you communicate it, follow through! If not, they will soon say ciao!
Live more in the present. As has become clear, the future is uncertain .
From one day to the next, life can take a 360º turn and that is why the present must be the protagonist.
Long-term messages are of no use. Let's talk about the present. Cocktail Analysis speaks about this perfectly: "Brands, which require commitment to the future (long-lasting/high-use products) must provide progressive solutions, or ones that are easy to get into and out of, with less commitment. Avoid making the purchase of our products either complex or challenging."
Trend Alert: The content issuer is also changing!
User-generated content (UGC) is defined as content created by social media users, not by brands (an explicit consequence of the key points above), and is positioned as one of the trends that will take off in 2023, according to the Hootsuite 2023 Social Trends Report .
And the user is, more than ever, the creator and sender, someone to whom the rest of the users grant a credibility superior to almost any communication made by the brand itself.
It could be defined as an evolution of the already well-known influencers where the change is in who “hires” whom: “unlike traditional influencers, who promote different brands on their own channels, CGU creators deliver the content they make to be distributed on the brands' own channels.”
Hootsuite’s 2023 Trends survey found that 42% of companies with more than 1,000 employees work with creators, compared to just 28% of small businesses (fewer than 100 employees).
