There has always been a belief that great content will drive engagement but there are some instances where even the best content may not drive consumers to read or share your content. It all comes down to to the fact that consumers just don’t have the time to consume every bit of information on the Internet.
Open up your fridge and look inside. How many of those products do you really have time to have a relationship with on social media ? Yet there are a lot of marketers who believe that consumers are actually going to seek them out on facebook and that these same consumers want to have a relationship with them.
Let’s look at an example; suppose you really like Welch’s Grape Jelly and keep a jar in your fridge. While you might use the product several times a week do you really want to go on facebook and engage in great content on more ways to use grape jelly? Probably not. However if they enclose a brochure integrated on the label you might just peel it off and read it while you enjoy your peanut butter and jelly sandwich. In this case content may be useful but it has to be at the right place and the right time.
Now here’s another example where great content can really drive engagement. If you’re a fan of Healthy Choice products there is a good chance that you’re interested in loosing weight or leading a healthy lifestyle. If Healthy Choice’s facebook page had a lot of tips and information on how to cut the fat out of your diet and how to fit some exercise into your day you might find that useful and consumer that information because your health is important to you.
The difference between the two is understanding how important your product is in your customers life and using content to add value. In the case of Healthy Choice it’s more of an emphasis on how the brand can add value to consumers who want to get healthy while there isn’t a hell of a lot of you can do around grape jelly.
Understanding what’s important to your audience is just as important as where you choose to deliver content to engage them. For some products and categories a simple POP display or brochure on the label might be more effective than developing an expensive facebook page. This is why brand marketers need a deep understanding of their audience and how they view their products and brands.