Another good example is Albert Heijn, which recently started with Appie Today . On this channel, the supermarket group uses its own employees (read: consumers too), and thus comes closer to the customer. The episodes are about people's everyday worries, for example when it comes to what they should eat tonight.
Appie Today
The key to successful content is in fact the same for every company: listening carefully to your audience. KLM has been the textbook example of a brand that continues to innovate on social media for years. For example, they were regularly asked by their fan base on social media what was happening in the cockpit. This ever-increasing need was met.
During one of the parallel sessions during the event it was said: 'dare to choose quality, and that costs money'. I disagree. Quality is not necessarily in the means and form, but precisely in the content at the right time, with meaning for the target group. You can spend as many euros as you want, if you are not relevant, these are burned marketing cents. It is important that companies do what they promise. That is how you guarantee quality.
Is all the social attention around Amstel live also branded content ? The event attracted more than 1.5 million visitors over the years! In fact, yes, people write about your brand. This is free branded how to check thailand phone number content. Does this help to increase the sales of the number of crates or is it just temporary attention? I think the latter. It is only for the short term, and the beer itself must have meaning (taste). Amstel would do well to let people write about their experiences with the brand. That is also branded content, from the consumer's point of view.
The future cries out for real content
The art is to create content that increasingly reduces the distance between people, brands and organizations. Content must be smart, relevant, innovative and above all human. It touches people in their hearts and sets them in motion. Collaboration and credibility is the key.
If you can't meet your customers' expectations, your customers will go to the competition. Are you, as a marketer, providing customers with the information they need, when they want it?
Ultimately, it's all about personal attention, especially since communication is increasingly digital. Listening well to your audience. Just try it, create content together with your customers, stay away from holistic jargon and reuse content. Only then will you really make a difference!