If you've been following our content on the website, via blogs, or through reels on TikTok and Instagram, you've seen how much we speak about content. Content can be used to build brand, to generate specific funnel metrics, and more. However, many companies fall into the trap of producing what is described as "Look at Me" content. This kind of content, although prevalent and often celebrated, misses the mark in truly connecting with customers and building a lasting brand.
"Look at Me" content typically revolves around the company's achievements and accolades. It's not uncommon to see posts boasting about awards, company growth, revolutionary technology, or how their solutions trump the competition. LinkedIn and other social platforms are rife with stories of founders overcoming adversity. While these narratives may seem like effective brand-building exercises, they often fail to resonate with the intended audience.
The fundamental issue with "Look at Me" content is its inward focus. It's about the company, not the customer. This type of content builds little to no affinity with customers because it does not address their needs or challenges. In today's consumer-driven market, customers seek brands that understand them and offer solutions to their problems, not just companies that tout their own achievements.
The key to effective brand-building lies in understanding and addressing customer needs. Companies that get this right focus their content on:
1. Talking in the Second Person
This approach involves speaking directly to the customer, acknowledging their challenges, and showing empathy. It's a shift from 'we' to 'you', making the customer the main character in the narrative.
2. Resolving Real Pain Points
Effective content identifies and addresses real issues faced by customers. This could be through offering insightful solutions, practical advice, or even sharing customer success stories that others can relate to and learn from.
3. Educating Customers
Empowering customers with knowledge and tools to achieve their goals is a powerful way to build trust and loyalty. Educational content that helps customers understand their challenges better and equips them with the means to overcome them is invaluable.
When companies shift their focus from self-promotion to genuinely helping their customers, they build a brand that resonates and endures. This kind of customer-centric content does more than just inform; it connects and builds a relationship. It's not a bait-and-switch tactic devoid of sales pitches; it's about adding real value to the customer's life.
Interestingly, such an approach often leads to sales and growth organically. Customers are more likely to engage with and advocate for brands that they feel understand them and contribute positively to their lives.
While "Look at Me" content may seem like an easy path to brand visibility, it's the customer-centric content that truly builds a brand. By focusing on the customer's needs and goals, companies can create meaningful connections that transcend beyond superficial brand awareness, fostering loyalty and trust that last. This shift in content strategy is not just beneficial for customers, but it's a vital move for brands looking to make a lasting impact in a crowded digital landscape.