They can encourage employees to share their stories, without the fear of censorship and retaliation.
Brands should focus on transparency and vulnerability in their content marketing strategies to outsmart competitors in the post-pandemic economy. Marketers should also make sure their content and marketing messages convey emotions like empathy, support and gratitude to the readers.
The article suggests businesses should leverage user-generated content (UGC) to improve social proof, build trust and “create opportunities for human connection”. A Nielsen study revealed 92% of users trust earned media, like UGC, more than any other content. Businesses can also allow their employees to share their experiences to boost credibility.
Organisations should actively listen to their customers and understand the reason behind consumers’ changing needs and behaviours. They can also poll users or refer to customer emails to understand their needs and accordingly pivot strategies to provide reassurance.
[6 minute read]