Brand content is vital to building a relationship with customers, but a lot of brand content fails to engage audiences. Although Journalists and PR professionals recognize that brand content is often too self-serving, they don’t always know how to solve the problem. However, the Mynewsdesk report provides insight into the reasons why brand content does not succeed in forming connections with customers. Continue to read to learn more.
Why Does Brand Content Fail?
In our ebook, we identify the fundamental problems with PR. Communicators often try too hard to make a sale, alienating audiences. Also, PR pros complain that brands don’t take risks, resulting in boring content. As pointed out, these are the reasons why brand content can fail to connect and engage people.
The Role of Brand Content
Only 43.83 percent of journalists around the world believe that companies can supplement news media by publishing engaging stories. Journalists in the US, UK, Canada, Australia, and Ireland are more likely than those in Scandinavia and DACH countries to agree that brands can produce engaging supplemental content. However, even Anglophone regions are skeptical about the role of brand content in modern media.
Obstacles Facing Companies Producing Brand Content
According to journalists, the main reason why brand content fails is that it is too self-serving. This content does not succeed in offering enough value to the intended audience. More than half of journalists think non-media communicators are always looking to sell something, which puts off many consumers. Another problem is that companies often lack journalistic discipline when producing their branded content. Too many of them fail to seek outside sources to back up the claims in their content. Seeking outside expertise is essential for brands that want to inspire trust in their audiences.
Is Your Brand Content Engaging Enough?
According to PR professionals, too many brands fail to take enough risks with their content. It can lead to uninteresting content that doesn’t tell engaging stories or present a fresh point of view. In a crowded marketplace, brands need to try harder to stand out from their competitors.
Understanding and Reaching Your Audience
According to 22.7 percent of brand communicators and 8.21 percent of journalists, brands are not good at understanding their audience. Brand content can only be effective when it meets the needs of customers, so understanding their problems and interests is essential. Brands also need to know how to distribute their content effectively. Nearly three in 10 brand communicators say that brands don’t know how to distribute their content, which limits their ability to engage with their audiences. Today, there are many options for brands to get in touch with their customers and potential customers, ranging from social media to search engine marketing. Brands need to navigate this complex landscape and find ways to reach out to audiences on the platforms where they spend time online.
How to Turn Around Failing Brand Content
If your brand content is failing to deliver the results you hoped it would achieve, you need to take action to produce and distribute more engaging content. The Mynewsdesk report gives information that could help you with creating and distributing content that can successfully promote your brand.