If your title is “Content Creator,” then you’re in luck. It’s a growing industry, as we recently wrote about in our ebook. Companies are seeing the immense value of hiring content developers who have the unique ability to create personalized and positive experiences that customers are drawn to.
Let's take Starbucks for example. It has always been a pioneer in the brand-building space, and has recently jumped behind the content creator trend. This fall, they introduced their new “Upstanders“ program. This program is an original web series that tells the stories of ordinary people doing extraordinary things in their community and creating a positive change.
This is perhaps one of the best ways to use content – to build equity in the values of your brand. As Peter Lauria points out in his article titled Branding Evolution, Starbucks is leading the way in this area by funding and promoting a series of short stories, videos, and podcasts.
Creating loyalty and deeper engagement
You don’t always trust the person who says “trust me.” You trust the person who (over time) has proven himself or herself to be a person of their word. Recognizing this, Starbucks doesn’t say: “We stand for positive change.” They actively support the people who are making a difference in the world (and softly let you know that they sponsor this activity).
With the “Upstanders” program, they’ve created the connection between their brand and something intangible that’s at a much higher level than quality coffee; it’s about their values.
As this program continues for a while, we will all start to associate Starbucks® with good things happening in the world. At some point down the road, “Starbucks = Positive Change” will remain in the minds of millions of coffee drinkers.
That last statement may be a slight exaggeration, but the principle of how and why the concept of content creation truly works is important to grasp.
To learn more about the growing push towards content creation, interesting ways to promote your brand equities, and other marketing trends, download our guide, 7 Most Meaningful Digital Marketing Trends for 2017.
