How Brand Loyalty Has Evolved in Content Marketing

Brand loyalty hasn’t been the same since the dawn of the Internet age. In the past, brand loyalty was something that many companies hoped for through traditional marketing means, such as catchy TV commercials and billboard advertisements. These efforts mostly relied on placing promotional materials in front of consumers and hoping something would stick.

Unfortunately, marketing in this format didn’t (and still doesn’t) provide a lot of useful data about consumers. It also doesn’t help marketers generate and measure brand loyalty in a reliable way.

In today’s world, using these marketing efforts to build brand loyalty is a thing of the past, especially with the rise in digital usage. For example, according to Statista, younger generations like millennials and Zoomers (Gen Z) are online at a higher rate than older generations. That means that millennials and Gen Z aren’t exactly watching TV ads and other marketing material—instead, they’re consuming digital media that caters to their interests and needs.

This rings true when it comes to content marketing. Like other types of marketing, content marketing has constantly changed over the years, and with the current digital landscape, it’s set to continue changing as time goes on. In order to build brand loyalty, companies must focus on generating effective content marketing strategies that appeal to current generations of consumers.

But, before you start brainstorming, here’s some perspective on how generating brand loyalty has changed within content marketing.

Personalization is a priority.

Today, digital spaces allow marketers to create effective content that engages target audiences and build long-lasting relationships. One of the ways the digital world has given marketers a chance to leverage their content is personalization. Many consumers have a strong preference for brands that personalize their content for the individual consumer.

In fact, according to Accenture, as many as 91% of consumers will shop with a brand that offers personalized offers and discounts that are relevant to them. Many marketers use data collected from research to provide personalized content that will engage consumers.

Investing in such content helps a brand strengthen its relationships with its target consumers and nurtures brand loyalty.

Authenticity is key.

Authenticity has always been a key player in brand loyalty, even in the past. However, the way authenticity is maintained through content marketing has shifted. For instance, to strengthen brand loyalty, brands need to be able to deliver on their promises to consumers, which includes providing content that’s honest about their products and features and how they meet consumer expectations.

Another way that brands leverage authenticity is by creating content that addresses negative experiences from consumers. This allows brands to handle negative experiences that can sour a brand’s relationship with consumers.

Communication with consumers is easier.

The advent of digital marketing also brought the rise of social media. Social media provides marketers with a myriad of opportunities to build brand loyalty by communicating with target consumers via different types of content. Whether it’s content involving video or images, consumers are actively engaged across various social media platforms.

Marketers can also take consumer suggestions and apply them to further their marketing efforts so that their consumer’s needs are constantly met.

The way brands generate brand loyalty has come a long way since TV ads. Nowadays, marketers involved in content creation and strategy must focus on community engagement and enrichment to ensure that their content is cultivating strong relationships.

When strong relationships are established, customer retention becomes more likely. Of course, it’s also important for all marketers to stay on top of new trends.

By staying on top of new challenges that emerge on a regular basis, you can ensure your content marketing strategy is customer-centric and practical so that brand loyalty becomes an achievable objective.