Brands play a significant role in shaping the choices people make. These choices are not just about the product or service, but are also message- and purpose-driven. People turn to brands for hope, positivity and comfort. During these uncertain times, brands have an opportunity to lead by example by informing, connecting, entertaining, and helping.
This is where content comes in. Content plays a major role in establishing a connection between a brand and its audience, and helps elicit an action, a reaction or a behaviour change. The shift is from static content to content that is more engaging and interactive, and which is closer to consumers’ lives.
As communication professionals, we are encouraged to create campaigns where content is central to planning, yet creative enough to drive action or nudge a shift in perception. The main purpose of content is to drive change and help differentiate one brand from another.
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