7 december 2018

Content isn’t king, relevance is!

The world around us is changing; customer brand loyalty is decreasing, partly due to the influence of (social) media, which can demolish reputations within a day. Besides that, brands are struggling and are trying to create even more content for the masses to stay relevant and visible.
Content isn’t king, relevance is!
This is a real old school tactic from a consumer’s perspective: in reality, a few funny movies or a guerrilla stunt won’t make a difference for reputation anymore because something that should be relevant for everyone isn’t relevant for anyone. Therefore, brands should stop making “viral” video’s and start with a purpose driven long-term strategy. 
Hill+Knowlton Strategies’ solution is to focus on relevant content that resonates with specific media or specific communities around brands. This content should be about things consumers really care about: customer intimacy, purpose, brand values, social responsibility, (financial) results and innovation in products and services. By looking at these factors, brands can really improve their reputation in today's digitalized world.

Voor meer informatie :

Daan Horbach
Senior Account Executive

email: daan.horbach@hkstrategies.com