Creating organic content can help brands nurture deeper connections with communities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2022, 3:23 AM UTC

Instead of stressing only on planned and professional content, brands must also use organic content to display authenticity.

To create organic content, brands should recognise a particular moment in ongoing conversations or popular culture and respond to it naturally in a timely manner. It can help organisations capitalise on social trends along with linking the moment with brand culture.

Every brand has a familiar feature that the community feels connected to. This could be a mascot or even a logo. Marketers must use such elements to touch upon the sense of nostalgia among the community.

User-generated content can be of great use to brands looking to connect better with the community and incorporate authenticity in their content. Using unpolished, unplanned, humorous, and sometimes random photos and videos can help businesses foster a stronger connection with their community.

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