How to use content intelligence to improve brand consistency

Just how valuable is brand consistency? That is, the practice of consistently conveying your company’s value, promises and offerings in all of your deliverables — and in ways that resonate with your customers?

Brand consistency is the key to boosting brand trust, brand awareness and brand loyalty. And, according to 200 organizations in a recent survey by LucidPress and DemandMetric, it also can lead to an increase in profits — by as much as 23 percent.

But a significant number of the organizations surveyed also said that brand consistency can be elusive, with 60 percent reporting that their teams are regularly creating materials that don’t conform to their company’s brand guidelines.

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Upgrade to a content marketing strategy that supports your brand

Content marketing has evolved. No longer is more = better. However, with a shift to quality over quantity, a challenge remains: Creating content that elevates your brand. And doing it in a way that drives brand differentiation.

With content that delivers a meaningful message about what differentiates your brand in a way that matters to your targeted audiences, you will be able to attract the right customers. And, by consistently delivering brand content that appeals to those customers, you gain the ability to build long-term brand loyalty.

Convert more customers by creating a content marketing strategy that differentiates your brand with every post and upload — using these tips:

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Build brand loyalty with a data-driven content strategy

Are you really giving customers what they want?

Now, more than ever, even your most loyal customers say they are willing to switch to another brand — especially since technology is making it even easier for them to do so.

Here are a few reasons why customers may leave your brand for another:

  • 66% of customers say they’re likely to switch brands if they feel treated like a number.
  • 81% of customers want brands to understand them better — knowing when and when not to approach them.
  • Customers are 52% more likely to switch brands if communications lack personalization.
  • 33% will leave your brand after just one instance of bad customer service.
  • Customers want you to build experiences that allow them to define their own journey.

While those numbers highlight just how challenging it is to build customer loyalty, that doesn’t mean you can’t retain customers for the long term. It just may require more (and different) work than it did just five to 10 years ago.

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Content Marketing Predictions for 2020: What’s Happening Now

This is Part II of a two-part series about content marketing’s evolution ahead of 2020. Read Part I here.

In recent years, marketing specialists and researchers were asked to make predictions about the state of marketing in 2020. With that milestone less than a year away, we checked back on some of those forecasts to determine how close we are to them being realities.

Take a look to compare your progress compared to the predictions. It’s possible you could improve your content performance by revising some of your current strategies and integrating some new martech solutions.

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Content Marketing 2020: Where Are We Now?

This is Part I of a two-part series about content marketing’s evolution.

Marketing has been changing fast, but just how fast? Over the past several years, marketers and researchers have been predicting what the content marketing landscape will look like in 2020. Coca-Cola created waves in the marketing industry in 2011 with the release of its Content 2020 vision, a radical departure from the traditional advertising model. Back then, some projections may have seemed futuristic. Unlikely, even.

Now that we’re less than a year away from 2020, we compiled a list of some of those predictions to see which ones are close to the reality of marketing today and in the near future.

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