Deconstructing Content

Let’s face it, content means many things to many people. For some, content is all about information – practical, functional, informative. For others, it’s about experience –inspiring, purposeful, outcome-oriented. And they are all right, as content can fulfil many functions:

Building emotional connections

Content helps customers bond with your brand on a deeper level and with each other in a community.

Building trust

Good authentic content will impact positively on your customers’ perception of your brand.

Increasing brands’ overall ROI

According to Semrush, conversion rates can increase by up to 6 times.

Giving brands permission

Followers of your content buy into your brand. That gives you permission to interact with them more frequently for FREE, fuelling a customer ecosystem.

Here, at River, we recognise that content needs to be diverse and unique to each brand and client. But the one thing we know unites all great content is this: great content drives ACTIONS.

Those actions can focus on engagement, conversion or advocacy – depending on your brand’s needs. Knowing which content drives the right action requires a deep understanding of the audience. That’s where we start when defining the right content solution – with your audiences. We explore their needs and aspirations against the context of your business environment, sector and your brand’s position in the market. From there, we craft a fully tailored and holistic content strategy – across the entire marketing funnel – to help you achieve your goals.

We look at awareness (focusing on paid and boosted content), and at consideration and conversion, through a mix of paid and organic and a maximised influencer approach. We go right through to advocacy where we aim to ‘weaponise’ your customers to drive word-of-mouth and brand ambassadorship.

So, why not delve deeper into the world of content with us, and discuss a content audit of your brand’s unique position in the market? We might just surprise you…