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Insightful Content is What People Need

Iva Grigorova
, Mon, 02/11/2019

By Iva Grigorova, Managing Director, Bulgaria

“Insights” might be an overused word in marketing. However, insights give meaning to ideas, strategy, campaigns, and content that can change consumer’s perception of a brand.

Daily, thousands of brand messages, call-to-actions and campaigns require a consumer’s full attention. Brands also use multiple communication channels - owned, earned and shared - to reach its target audience. On the other hand, the attention span has decreased to only 8 seconds. So, how must brand messages differ from one another to be noticed?

Reuters Institute and University of Oxford’s Digital News Report for 2019 says more people will be leaving social networks, using more tools for a digital detox, and looking for more “meaningful content” because they will become conscious of how they spend their time online.

In the digitally transformed age, communication professionals tell stories “in different formats, for different interfaces, and with more efficiency, and place them in a strong and unique position. With a customized approach, communicators can tailor messages to reach segmented target groups across each channel - media, social media, web site or blog.

MSL has been talking a lot about consumer-centric content for years. Marketing and PR professionals must have a deep and clear understanding of consumers’ needs to build the consumer-centric content model.

MSL Sofia builds strategies based on relevant insights that come from social media intelligence (part of Publicis Groupe Bulgaria Research hub). The approach helps companies build more successful communication campaigns. Why?

Social media intelligence gives a contextual human understanding of user-generated social media. User-generated social data is seen as the new "human gold standard" (Forrester Research), because of the high level of appreciation and trust it receives from other users. This also helps MSL (as a brand) to deliver its brand promise – “Impact and Influence”.

Part of building “meaningful content” -- content that educates, solves needs, and answers questions –  is about brands being able to acknowledge their audience’s need and the problem (insights). 

The consumer-centric model is all about building trust with the audience.  Brands want not just one-time shoppers but a group of loyal and committed customers that purchase their products or services repeatedly. 

The consumer-centric communication strategic approach combined with insightful content helps brands build long-term relationships with consumers and prospects. The communication business has started to shift in this direction to deliver more value and impact for both brands and consumers.

Marketing goals have evolved to not only focus on sales and profits but also the human experience. Brands desire people to engage with their products and services in ways that will leave a long-lasting mark in their life. For example, P&G’s purpose is to “improve the lives of the world’s consumer,” and its brands are looking to engage consumers through emotional experiences.

When emotions are present, there is a greater likelihood of engagement and interaction. People engage with a brand when its content is interesting and relevant to their lifestyle and fulfills their needs at the moment. Messages that sounds too corporate always have been repulsive. Content that touches the consumer on an emotional level is a good example of thinking about the consumer at a deep level. For example, P&G Thank you, Mom!, Always LikeAGirl or Vick’s Touch of care campaigns have delivered strong emotional connections.

Stories based on insights can be anything - funny, sad, compelling, mouth-dropping, sarcastic or judgmental. These stories deliver messages in a way the audience can connect to as long as the brand has understood its audience beforehand.

Analyzes of communication campaigns have to go beyond numbers. This helps brands to know if their message has been understood and has created emotions and behavioral change. 

While brands pursue more fans and followers or virility and engagement, their consumers are looking for a purpose behind the brand. Understanding the unique human perspectives of a key audience enables brands to develop a purpose that resonates told through stories that stay forever in people’s mind.

Iva Grigorova is Managing Director MSL Sofia and Director of PR Business, Publicis Groupe Bulgaria. Connect with her on Twitter: @IvaGrigorova or LinkedIn.


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