Success in the market can be measured through a customer’s preference for a brand. And that is what is known as brand relevance in the marketing language – something that you possibly can’t survive without in the corporate world. This is why even if certain brands are priced at a high value; customers prefer them over other low-priced brands in the market.
Relevancy counts majorly in a steep increment of your business ranking and once you understand the definition of relevance, it becomes very easy to generate relevant content. However, in this fast-paced world where technology and businesses are growing rapidly, even your best content starts losing its charm after a year or two. Thus you should concentrate on developing content with which the customers can actively engage or which relates to their needs and desires.
As the clocks ticks faster than before in the current era of immediate pace; brief and concise have become synonymous to relevancy. Content relevance can be achieved by generating short stories or updates about your product or service or even about the current trend in the market. This can help your customers to stay up to date with the market and also develop a trust in your brand.
Below are a few tips which you can use to maintain brand relevancy:
1. Develop customer-centric content: Everything you write, post and share about your business should be customer-centric. For doing this, you need to know your customers in the best way possible. You can start by studying the people you are targeting and understand their purchase patterns, their likes, and dislikes and even characteristics such as their age, background, job, gender, location, and income. This data will allow you to develop your content in a way that will prove to be beneficial for your customers. This content will be more relevant to your customers and they would be able to connect with your brand very easily.
2. Develop trending content: No one likes to read about a service or a technology that is already on the verge of getting scrapped or updated. You need to stay up to date about the latest trends in the market and write about them so that people could learn something new out of it rather than wasting their time reading outdated content. There are a lot of sites like Facebook Trending or Google Trends that track the most viral and latest stuff in the market.
3. Personalize your content: A communication is done over the internet never leaves a lasting impression on your customer. However, it is not possible to meet every customer face to face and hence you are left with no option other than online communication. As a result, you need to maximize its effect on the customers by personalizing your content as much as possible. Make sure that you write about the region to which most of your customers belong to. You can even send a few of your followers some interesting and meaningful messages on their birthdays so they will feel special and might even spread the word about your brand. Once your audience starts feeling connected to your content, your business is bound to grow rapidly.
4. Maintain consistency: Generating a lot of content on a single day and remaining inactive for the rest of the month will not make a good impression on your audience. It is vital to generate quality content on a regular basis but it is also important to maintain consistency while posting it. You need to decide a day of the week when your posts will make the maximum impact and you need to keep posting on that day every week so that it will form a pattern and your audience will know when to expect the next blog or post from your side. You can keep your blogs or posts short and crisp to maintain their relevancy in front of the audience.
Maintaining brand relevance is equivalent to maintaining the loyalty of your customers. You must take your time to understand what your customers want or might want in the future and develop relevant content accordingly, albeit by staying true to your roots and your brand values.