Why Risk-Taking is the Content Strategy Brands Need

As we know, brands are communicating with audiences in various ways. For example, brands are creating and owning content instead of relying on traditional media channels to deliver key messages. They also are moving beyond the written word.

This shift is taking brands and consumers to more short-form content through audio and video channels. It makes sense: 54 percent of consumers want to see more video content from a brand they support. Gen Z spends between six and nine hours a day consuming digital media.

Many B2B brands still take a cookie-cutter approach to content, though. They are posting white papers, case studies, blogs and news releases. For many, there is a mimicked formula applied to content creation. Once a company finds a working template, everyone follows it. This can be problematic, especially when the mission is to create content that separates your brand from the crowd.

AR/VR and 360 Video

Instead, B2B brands should implement strategies similar to those of their B2C counterparts. They should develop interactive and engaging content, using live video, AR/VR or 360-degree video.

Moving forward, it’s important for all brands to understand risk-taking with content creation is critical, especially within B2B companies and organizations. Consumers are tired of stories being told the same way.

What does compelling content look like? A good example is Oreo's showcasing its new flavors.

We’re also seeing Amazon create compelling content; yes, Amazon. Its content works because it keeps the customer at the heart of its message. Take a look at how Amazon is integrating Alexa technology into pop culture.

Include the Human Factor

A lack of the “human factor” is central to why brands and companies aren’t seeing the traction they desire across multiple platforms. Apple’s recent holiday ad is a perfect example of how to integrate brand narrative with a touching message. The human element will always play a vital role in the creation of content because communicators are trying to reach people who have passions and interests that can be explored.

Brands can no longer afford to play it safe with content. Marketing strategies will need to include emerging technology to tell truly immersive stories. Brands that integrate engaging forms of content with unique ideas will separate themselves. Those that stick with antiquated methods of communication will be lost in the shuffle.

Thinking about how brands follow a standard pattern with content, instead of taking risks, reminds one of the press release.  Communicators have replicated this model of sharing news for more than 100 years, with few changes. Immersive components are beginning to show up in press releases. This makes a static way of sharing news much more engaging. It's a revolutionary step for our profession.

Undoubtedly, brands and industries will find themselves testing and implementing some form of immersive technology within their strategy sooner rather than later. It’s the way forward.

Katie Kern is partner/COO of Media Frenzy Global