In terms of media advertising, brands are increasingly turning to content. Material marketing places products and services in a unique context of educational and entertaining content that consumers will not only relate to, but actively seek out. Content is king, as they say. Brands are thriving with anything from documentary-style marketing tales to full-fledged YouTube influencer channels, as video has recently established itself as the most popular type of content.
To develop a robust community, use the following three tactics.
1. Stay true to your soul's story.
The emotive, ambitious, and gut-wrenching element of your brand narrative is your soul-level story. Your company is driven by that intangible, difficult-to-define portion of the story. Asking yourself what your brand can give consumers that your competitors can't is one technique to figure out your soul-level tale. Consider the psychological value you provide in addition to the service's functionality.
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