Brands need to learn the “language” of content


I can’t clearly remember the first time I heard the phrase “content is king”. But somehow, as my life took me through time, I found myself bewildered in the center of a roundabout, where everything related to content was tied together, like an estuary and a world full of possibilities. And probably in his professional career, it would not be possible to explore the whole universe of content.

For me, quite simply, it’s the world of content.

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It took me about eight good years to realize that content isn’t king. On the contrary, in almost every measure, it is more about the people: us. Content is the cornerstone of the very emotions through which we want to express ourselves.

That said, delineating the precise definition of content, especially from a brand perspective, is difficult. The content – this single word contains hundreds of meanings and thousands of associations, depending on the context – can be a sentence, a sentence, an image, an excerpt, a video, a speech, a white paper, a letter, a article, an entire TV series, memes, and so on. This idea swallows up words, signs, symbols, images, everything!

However, when it comes to content, what is most imperative is how brands communicate with the people they intend to capture the attention of. Do they speak their language? Or just talk to them for the sake of talking?

In theory, brands should develop their own language, depending on how they want to describe themselves and their offerings to customers and demonstrate their commitment to improving people’s lives. And to do that, brands need to value people, understand what they need, be certain of what they offer to meet those specific demands, and help the community thrive.

But in reality, I often see a huge lack of connection when brands try to communicate with people. In Bangladesh, as I have experienced working with many brands, it is quite difficult to single out a specific brand that embodies unique attributes in its language, let alone express ideas in a vivid and imaginative way. . Plus, they seem to flaunt their panache. Most of the multinational brands that operate in Bangladesh use localized content, unlike what they do in other markets, such as neighboring India. They adapt (or translate) the content they produce for their main market/other regions. But what’s missing in most localized content is authenticity and cultural integration. Although we talk about terms like globalization and the global village, this does not mean that the inhabitants of a country or region will adopt the same gestures as others, not even those of neighboring countries.

Nor does global consumer culture necessarily mean that consumers from different countries will share the same values ​​and characteristics. Bangladesh is an emerging market, and the locals here are also inclined towards novelty, and it has been no secret for many years, but at the same time, it is the fact that they are unique in their behavior , their attributes and their culture. On the other hand, local brands simply lack the motivation to conduct research to truly change people’s lives, especially those who live locally. Consequently, the content they produce strays from its goal of establishing the desired relationship with the market.

To bridge the gap, brands must first recognize that they are missing that connection, and the connection must be built on content, representing culture, beliefs, preferences, socio-economic factors, and unique market needs. target. It is the responsibility of brands to evolve with people, so they must take the first step.

Second, to create compelling content, brands need to understand market psychology, and the easiest way to do that is to talk to their audience and listen to what they have to say. Build relationships, understand their language, adapt to their tone your way, and then develop content.

Of course, we have access to plenty of social listening tools – most of which can help the brand understand what are trending topics on social media, what a large portion of people think about specific topics, etc. . However, we often tend to overlook emotional values. despite their profound impact on people. Whether in the digital or physical world, we should think of audiences as human beings, not just the target market or a number or ID. If brands lack empathy here, the content they produce will be another desperate attempt, and the relationship tree will never grow.

Content plays an inseparable role in building an affinity between a brand and its market. As mentioned earlier, it is the building block of our very emotions. Therefore, while developing a strategy and crafting a content plan to connect with people, it is wise to try to give the audience what they want, how they want it, thus making them feel special and telling him stories in his language while using the brand’s own voice.

Kamrul Hassan is a communications professional. Email: [email protected]


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