They should look to differentiate their new brand voice from the old one.
Marketers should research to spot emerging opportunities revolving around their target audiences’ needs. For instance, MGM initially planned to create a resort that was aimed at the same target as that of Disney. The movie studio took a niche-based approach and built an autism-friendly resort, which made them a leader in the slot.
Along with figuring out the target audience’s requirements, businesses should also look out for their prospects’ preferred content formats and mediums. Marketers can collaborate with influencers and encourage employees to create content.
The author recommends marketers should create content that informs their prospects and addresses consumer queries and problems. However, marketers should consistently produce quality content to build brand awareness quickly.
[6 minute read]