Good content makes the difference
Quality content that resonates with customers builds trust, connections, and sales. This requires value-based ideas, solid strategy, and great design.
Everything is content. Everything is stories. Our day-to-day experiences, what happens to us, what we receive from the people we live with or encounter. Also, what the media communicates to us and how brands make us feel. Brands increasingly act like media, and even like people we know and trust. Brands that inform us, advise us, make us laugh, or teach us.
Two ways to sell
Selling is essential, but there are two main approaches: highlighting the benefits of a product or service, and leveraging the brand’s personality and values.
- Product or Service-Based Selling: This approach focuses on explaining what the product or service offers, differentiating it from competitors. Price and quality are key factors, but it’s equally important to connect with customers by addressing their needs and desires.
- Brand Values-Based Selling: This method centers on who we are as a company—how we act, think, and operate. It emphasizes our brand’s personality, fostering deeper connections with customers through shared values.
Ultimately, selling is about more than just transactions; it’s about building trust and loyalty through our brand’s story.
“Our content strategies are effective because they stem from a powerful strategy and great design.”
Content to Empathize
At Mucho’s content department, we employ a method to help brands connect with their customers based on the values our strategy team has carefully developed with them. This approach is designed to foster empathy, turning consumers into loyal followers.
Creating empathetic content should be a key part of your content strategy. This benefits the customer’s buyer journey and emotions, playing a big role in their decisions. The goal is not just to make them buy, but more importantly, to become loyal consumers, fans of the brand, and ambassadors. You want them to like you, follow you, and trust you. This is achieved with quality content based on your brand’s values. These values differentiate you from competitors and make you unique. They define your brand, giving it a clear purpose and a defined destination. Values ensure your products or services are consistent with your brand’s DNA. They also explain to the consumer how your brand feels and speaks; what it wants and what it offers; how it resonates and communicates. To empathize effectively, it’s essential that the brand creates more content focusing on the benefits and motivations that the client is looking for. And yes, this content should be backed by a solid strategy.
“To empathize effectively, it’s essential that the brand creates more content focusing on the benefits and motivations that the client is looking for.”
Coherent Content
A brand’s content must be coherent. In order to achieve this coherence, we must clearly define a series of points:
- Have clear objectives.
- Define the values of your company and those who form it.
- Define content territories, the topics and areas that interest the customer/follower.
- Know your target audience: who watches, listens, and reads you.
- Modulate the tone of voice. Know how to speak to the audience and always speak in the same way.
- Choose which channels and formats to communicate in.
- Be consistent, which implies order and a schedule.
“Effective empathy: content focused on customer benefits and motivations, backed by solid strategy.”
Content by Sections
We may have order, well-defined values, and very clear topics to discuss. We may know our target audience, the appropriate tone, and the most effective channels. But how do we organize and design our message? At Mucho’s content department, we accomplish this with a customized section system for each client. We use vertical topics that resonate with the brand’s followers, based on their values and the territories previously identified by our strategy department. This system helps clients plan their monthly content, saving time, money, and headaches for their communication or social media managers. Our sections feature great design, clear hierarchy, and are adapted to each need and circumstance. Effective content results from creating relevant information derived from a powerful strategy, enhanced by great design to foster brand loyalty.
Words: Toni Ulled Nadal, Content Strategy and Communications Director at Mucho.
Illustrations: @Lenka.re
