Every person following a brand expects acknowledgement from the brand, and giving them a sense of belonging through your content can work wonders for you. But what new can you do besides your regular content communication to build and improve this connection?
This is where an online brand community comes in. About 85% of brand owners claimed that having a branded online community has built greater trust among their audience. The key reason behind the success of online communities is their ability to humanise your brand. Community-driven content marketing involves building a platform for users to collaborate with your brand, share their experiences and views, and connect with other users. Meanwhile, you can communicate more closely with them through your content and responses to their content.
Read on to explore the benefits of community content marketing with examples of successful community-driven content marketing campaigns.
How does Community Content Marketing benefit brands?
Increases Brand Awareness: When people engage with your content, they become more familiar with your brand or product, and this can lead to increased brand awareness.
Builds Trust: By consistently providing valuable and relevant content to your community, you build trust and credibility with your audience.
Creates a Loyal Following: When people feel like they're part of a community and that the brand is acknowledging them, they're more likely to become loyal customers.
Provides Valuable Feedback: By engaging with your community through content marketing, you can gather valuable feedback that can help you improve your products or services.
Examples of Successful Community-Driven Content Marketing Campaigns:
Airbnb
Airbnb is a community-driven company that relies heavily on content marketing to foster a community around its brand. One of their most successful campaigns is the "Live There" campaign featuring a series of short films showcasing local experiences in cities worldwide. By focusing on the local experience rather than the accommodations themselves, Airbnb was able to connect with its community and nurture a sense of belonging.
GoPro
GoPro is another company that has successfully used community-driven content marketing to build a loyal following. They encourage their customers to share their GoPro footage on social media and then feature the best content on their website and social channels. By showcasing user-generated content, GoPro is able to foster a sense of community and connect with its customers on a deeper level.
Red Bull
Red Bull is known for its sporty and high-energy lifestyle. They have successfully built a community around their brand by creating content that aligns with their audience's interests. They have a popular YouTube channel that features extreme sports videos, music, and events. By creating content that resonates with its audience, Red Bull has built a loyal following of fans who love its brand and lifestyle.
So, how do you build a Community through Content Marketing?
Defining your target audience with a clear understanding of what they want in order to create content that resonates with your community and keeps them engaged.
Developing a content strategy that outlines the types of content you will create and how you will distribute it. This should include topics, formats, and distribution channels. Your strategy should be aligned with your overall marketing and business goals.
Creating valuable and relevant content which will help establish your brand as an authority in your industry and keep your community engaged.
Consistently publishing content will help keep your community engaged and coming back for more. Establish a content calendar and stick to it.
Encouraging your community to engage with your content by asking for feedback, responding to comments, and starting conversations. This will help build a sense of community and foster loyalty.
Using social media as a powerful tool for building the community. Distribute your content, engage with your community, and grow your following effectively.
Monitoring and measuring your success is important to track metrics such as engagement rates, website traffic, and social media followers to see how your community is growing and evolving.
In conclusion, providing valuable and relevant content is integral for businesses to increase brand awareness, build trust, create a loyal following, and gather valuable feedback from their audience. The examples we've provided demonstrate how successful companies have used community-driven content marketing to connect with their audience and build a strong community around their brand.
Psst! This blog was made with ❤️, lots of teamwork and edited by a human with some help from Generative AI. We’re not ones to steal credit. #PuttingItOutThere