Content is a fundamental element of every relationship between companies and people. It is able to involve them, inspire them and lead them through their journey towards an action or a memorable moment. Even today, however, its value is anchored to strategic needs strongly linked to pure content marketing logics, which guide companies to a common action: creating and sharing contents that are able to generate stable and lasting relationships with their customers.
Taking into consideration aspects of the content that are indispensable by now, that have a more communicative approach and that no longer see the consumer as a stereotype with well-defined characteristics, but as a person. A drift frequently told and represented in multiple lists of “trends”, “best practices” and “tips” aimed to define a clear and, above, all strategic approach to content for companies:
Putting people at the center of the content creation is a good practice for sure, but… What a news! Contents belong to people, but we must ask us a question: are people really involved?
These are the basis for us and our Manifesto confirms this. For us, it is now implicit to start from people, considering how they can be a resource in bringing out and manifesting their experiences. We have learned the importance of listening, in order to understand expectations, desires and tastes, but we have also understood that the experience and planning of content with people is a fundamental step to ensure that companies can rediscover their original goal: genereting value for the people who come to them.
This approach applies to every area of activity and, in the case of content design, it is even more true, but still unusual. It is not a simple application of a consumer engagement strategy aimed at creating UGC content (user generated content). It is a different activity, more engaging in experience and value.
In fact, the involvement of people from the early stages of designing a content strategy helps the brand to communicate with its tone of voice, also considering the expectations and desires of its audience. Creating content co-creation workshops is for us a natural path of collaboration with a company: in this way, we can get some qualitative insights that only people, whether they are inside the company or not, can bring out.
Involving people directly gives companies the opportunity to reconnect with them, creating more relevant and effective content, able to involve and excite those who meet them and put people in touch with the brand in a new way. For example, the evidence that emerges from co-building workshops in brand identity becomes the basis for defining the verbal and visual tone of voice and making the contents consistent with the real personality of the brand and at the same time people’s desires.
Listening to people, talking to them and taking care of them, even as a brand, has become the main added value to create the relationship between person and person, but also between brand and person. Only in this way we allow reconnection between people and companies.