“(Content) that they can actually buy into that then is related to your brand, I think that's where the future of content marketing is heading.”
After presenting at Socialbakers’ Engage Paris 2019, Ben shared his thoughts on how a brand can establish authority with its audience and the future of content marketing:
What advice would you give brands trying to establish authority?I think the thing is finding something you can stand for, so I'm a big advocate of a common thread. It's a purpose or principle, something that people can understand, that they can echo back to you and it just resonates with people.
So it's not just something that you say, ‘We believe in this’, it's something that people would actually say back to you.
What’s the future of content marketing?I think the future of content marketing is heading into one where we're not pushing stuff out there as much. We're really focusing down on what is true to us and our business and then what our customers really care about.
Again, I'm a huge advocate of this common thread, something that has a purpose and a meaning. We stop producing content about all these different things and we’re really focusing on, it doesn’t necessarily have to be focused on one little niche, but something with a purpose.
For example, it could be environmental sustainability and we could talk about natural beauty, we could talk about all these things to even data protection.
We're not gonna be producing content about everything and it’s going to be content, as well I believe, that people are gonna be interviewing each other more.
You can buy into them, you can understand who they are and now if you just read an article and it doesn't have any emotional impact or it's not empathetic, you can’t resonate with it, people will slide by.
What are the biggest challenges of creating content?So I think one of the biggest challenges of creating content is finding that emotional spark, that something that resonates with your audience.
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