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How to Use Content Marketing to Create a Sense of Community Around Your Brand

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Customers aren’t enough for business success today. The brands with the highest amounts of loyal customers have tribes.

These are the customers who are deeply invested in a brand. They’ll fight for them, sing their praises to their networks and go back to those brands for news, updates and the latest products and services.

It’s easy to see brand community play out in the sports world. Fans of a team engage with other fans (or opponents) on sites like Twitter and Reddit. They advertise their support by wearing team jerseys and hats. The most loyal fans purchase season tickets, so they never miss a game.

Other types of brands can cultivate loyal fan bases, too. A sense of community is great for business. According to a 2020 report by “Forbes,” companies are 14x more likely to sell to an existing customer than to a new customer. Plus, existing customers are 50 percent more likely to try new products and, on average, spend 31 percent more than new customers.

One way to strengthen the community around your brand is to use content marketing. In content like blogs, podcasts, infographics, social media posts, videos and more, you can deepen the emotional connection customers feel with your brand.

Here’s why you should work to create a brand community. Learn how you can use content marketing to do so.

Why brand community matters

Why brand community matters

In today’s hyper-competitive consumer industry, customers are more selective than ever about who they spend their dollars on. For example, a sustainability-minded customer may research a company’s green initiatives before they decide to purchase from them.

Driving this trend of research-before-purchase are millennials and younger generations like Gen Z. They demand that businesses have values that are in agreement with theirs before they’ll purchase their products or services.

2021 Forrester study found 51 percent of Gen Z respondents ages 18-to-23-years old will always research a company to ensure it aligns with their view on corporate social responsibility before they shop from them.

Further, consider what 5WPR’s 2020 Consumer Culture Report revealed.

  • 83% of 18-34-year-olds and 73% of 35-54-year-olds agreed with the statement: “It’s important to me that companies I buy from align with my values.”
  • 71% of 18-34-year-olds and 61% of 35-54-year-olds agreed with the statement: “I’ll pay more for a product if I know some of the proceeds go to charity.”
  • 65% of 18-34-year-olds and 59% of 35-54-year-olds agreed with the statement: “I’ve boycotted a company I’ve previously purchased from because of their stance on an issue.”
  • 62% of 18-34-year-olds and 50% of 35-54-year-olds agreed with the statement: “I enjoy buying products that show off my social or political ideology or beliefs.”

These statements directly tie into a sense of community around a brand. They reflect like-mindedness and a sense of relatability. They indicate how inclusive brands are in relation to customers. Shared company values help customers relate to each other.

A strong brand community can also strengthen a business internally. Employees are part of a brand’s community. They can connect with customers and deepen their loyalty to a brand, which increases retention and benefits an employer’s recruiting and hiring efforts.

An engaged brand community can also lead to better innovation and improved products and services. When customers and employees become brand advocates, businesses can more easily grow their customer base. A content marketing strategy focused on brand community can help.

how to foster brand community

Tips for using content marketing to foster community

A business can both use content marketing to generate a stronger sense of community and use their existing community to modify a content marketing plan. When your goal is to build community around your brand, consider using these tips.

1. Feature your community

First thing’s first: show your community you’re paying attention to them by featuring them in your content.

Like we explained in our post 9 Examples of Effective Content Marketing Campaigns, personal finance company SoFi had a major win by sharing stories of their customers and how they paid off their loans. The campaign centered around customers making that final loan payment, which signaled to current and prospective customers:

  • Paying off your SoFi loan is doable.
  • There’s a whole community who has your back since they’ve been in the same boat.
  • SoFi is in your corner to encourage you and celebrate you along the way.

Make customer spotlights a regular feature in your content marketing plan. Whether it’s a get-to-know-you blog interviewing a customer, or creating graphics featuring customer testimonials to share on social media, there are lots of diverse ways to add some customer-focused content into your plan.

2. Integrate user-generated content into your own

Another way to build a strong brand community is to enlist your customers as content creators themselves. Think:

  • Embedding customer YouTube video reviews into your product pages
  • Adding Instagram photos of your customers using your product or service to relevant blogs
  • Screenshotting customer tweets and adding them to articles

When you share a piece of content that features a customer’s content, tag the user on social media. They may be more likely to check out the content and share it with their own networks, which can help grow your community.

3. Use your community to inspire your content

If you’ve ever scratched your head and wondered how you’re going to fill up next month’s content calendar, look no further than your very own community. Your current customers are a gold mine for content ideas. Some examples include:

  • Address frequently asked questions in blog posts.
  • Look at user comments and reviews on product pages. Provide product update content based on what you’re hearing.
  • Identify causes your customers are chatting about and create posts about the topic that relate to your company. For example, if your customers are all about #PrideMonth, share a blog that explains why diversity, equity and inclusion (DEI) efforts are important for your company.

Peruse your social media followings to find trending topics and hashtags that could inspire content. Pay attention to user reviews and note them when they’re content-worthy.

Ask your customer service team what users talk to them most often about. Use that info to create more relevant content your users will engage with and share.

4. Show off your company culture in content

What makes customers emotionally connected to a brand?

Being able to relate to it. Seeing people who represent it who look like them. Watching a company contribute to causes and nonprofits they care about, too.

This is why humanizing your brand is important. Your employees represent your brand as much as your products or services do.

Showing off the human side to your company starts with leadership on down. According to the 5WPR’s 2020 Consumer Culture Report, 76% of 18-34-year-olds and 66% of 35-54-year-olds agreed with the statement: “I like it when CEOs of companies speak out on issues I care about.”

The following are some ways to humanize your brand.

  • Feature your executive leadership and other employees in company videos.
  • Empower any employee to become a guest blogger or content creator for your company if they want to share their expertise.
  • Shoot photos and videos when your team has volunteered, made a donation or had a wholesome outing together. Share them on social media.

Highlighting your company culture helps you build community and serves as a recruiting tool for top talent. It shows customers your employees are just like them, which makes your brand more relatable.

build brand community with content

Build community through content, let your community drive content strategy

Like any marketing strategy, your business should know your customers inside and out and address their needs, wants, desires and pain points through content. In content, you should use a tone and personality that captures user attention and makes leads and customers feel like you know them and care about them.

Content marketing is a fantastic way to serve your customers through education, expertise and shareable information. The more you pay attention to what makes customers tick, the easier it will be to foster a sense of community about your brand in content marketing.

If your business would like a free consultation on how ClearVoice can build a sense of community for your brand through content, request a content marketing demonstration.

Learn how to use #contentmarketing to strengthen the community around your brand. Use these tips to deepen the emotional connection and loyalty customers feel to your business. Click To Tweet

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About the author

Nicki Escudero

Nicki Escudero is a journalist, marketing copywriter, editor, and social media strategist with more than 14 years of experience. She is a regular contributor to the ClearVoice blog who writes for hundreds of brands in worldwide markets.