Creating content is a great way for brands to boost their engagement, reach and spread awareness about what they do.

Here at Angels Media, we have found that brands must approach this in a particular way to keep their audience engaged.

Whether you choose to write a blog, carry out email marketing or an online display campaign, create videos, or another format of content, being creative, humanised, and less rigid will keep your target market tuned in to the content you publish.

Why is it important to humanise a brand?

A customer-led and human-centric approach has been the trend for the last few years. Particularly while Covid-19 was at its peak, many people consumed brand content to keep themselves educated, informed, and entertained, but also to have a deeper connection with their favourite brands.

Despite Covid-19 slowing down and things returning to (relative) normal, people have continued to seek out the human stories, entertaining content, and the really creative and innovative stuff that keeps them engaged and that makes them feel part of a bigger community.

As humans, we want to connect with other humans, not robots. Therefore, brands that provide customer-centric content will always have the upper hand since they make their clients feel as though they are invested in them.

How can you humanise a brand?

Your employees are your biggest asset. Show your team on social media and let your clients identify with them. After all, it is humans who make your brand successful, and people value personalised approaches. 

Placing images of the people who make up your company on website banners is an excellent way to humanise your marketing elements. These banners that are displayed in prominent positions will showcase a friendly face to your clients. 

Get involved in the digital conversation within your community. Whether you’re running a social media campaign, an email campaign or a bespoke content campaign, practice social listening at all times and monitor the conversations. Jump in to say hello, thank you or to clarify questions or doubts.

Don’t overload with promotional content, though. If your prospects need you, they’ll come to you. But only if you’ve previously showed that you’re trustworthy and that you have a good reputation in your industry. For instance, educational content through our Special Features Newsletter or our Guides and Tips section is an excellent way to build credibility, position your brand as a thought-leader and authority, and create client advocacy, which eventually will lead to generating traffic to your site and to lead generation.

Being generous and honest by sharing humanised content will definitely increase the brand awareness among your prospects and they’ll think of you before thinking of your competitors when they need your products or services.

Another potential way of humanising your brand is to take part in a charity initiative or get involved with your local community, showing you have compassion, empathy and a real feel for local issues.

Appeal to emotions, when possible, and connect with your audience emotionally. Where do you want to make an impact? In your audience’s lifestyle? In their work-life balance? In their values?  

Be authentic, show your brand personality and don’t be afraid to share your brand story. Storytelling is one of the most successful strategies in recent years. Can you appeal to your target market with real-life, real-world stories, that solve a need or answer a question?

Use client generated content. Share it. This allows horizontal communications between existing clients and prospects that increases trust in your brand. Good reviews and testimonials are what everyone wants to see to make sure they’re making the right choice when buying from you!

Know your brand and your target market

Before deciding which type of content you want to provide, you need to know who your target market is. What kind of company do you have? What type of content does your client value? 

Knowing the answer to these questions will help your brand create humanised content that comes across as relatable and will tighten client relationships.

The content must appeal to your client’s persona and the only way of successfully doing this is by understanding your client.

Knowing your brand and your target market helps your brand speak directly to them and this will lead to higher levels of attraction and engagement, even in a B2B context. 

At Angels Media, we primarily focus on the property sector and have a clear understanding of what the target market desires. Here's what some of our clients have to say about us.

Just email us at team@angelsmeida.co.uk or call us on 020 663 4989 and we’ll work together to devise the right campaign for you.