New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Marketers can create recall value through behind-the-scenes (BTS) content.

BTS content like brand culture, staff and everyday processes, allows brands to connect with consumers on a personal level and build a lasting rapport. Featuring BTS stories on social media platforms like Instagram can enable marketers to create transparency and recall value for consumers.

This article says that brands should be consistent with their BTS content and align their brand voice with the content they share. Sharing expertise about the product in BTS allows brands to add value to their content while showcasing their everyday workings.

Creating tailored content for each platform and including BTS activities in content strategies can avoid overshadowing of regular content. The author contends that brands should avoid sharing unprofessional content that can damage the brand image like, personally identifiable information.

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[9 minute read]

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