Public Relations & Social Marketing Insight

...But while brand storytelling may be dominating the trade conference stages, it’s not enough on its own for brands aiming to add meaningful value to their customers over the long term.

Strategies for Retention: Own Every Consumer Touch Point

Most content marketers know this particular statistic: 70 percent of consumers prefer getting to know a company via content over ads. To deliver this type of lasting, comprehensive value to their audiences, brands must build their content strategy around three core areas of focus:

Foundational content

Engagement content

Social content...

Lippincott, a brand strategy and design firm, and Hill Holliday, a full-service advertising and marketing agency, released “Welcome to the Human Era,” a report that examines the fundamental decline of consumer trust and the subsequent shift in how brands need to act to garner lasting connections with their customers. The report highlights key characteristics of Human Era brands and defines the behaviors of companies both big and small that are able to break through in this new environment. The full report can be accessed here.

The report asserts that brand-building today can no longer be led by messaging and advertising alone, but rather requires both “story” and “experience” to work together to drive brand favorability. Key characteristics among Human Era brand leaders are that they: have a deep cultural trait of customer empathy; talk and act like people; are open, real, and even flawed; aren’t boring; care intensely about the little things; and empower individuals to be the brand....