These days we all know the importance of brands going digital if they’re going to appeal to modern day audiences, but for them to really make it in the digital arena having a clear strategy and point of view is vital. That means brands need to spend time working on their content and POV before they even attempt to hit the social sphere—failing to do so could mean they don’t resonate with their target audience, and of course, that’s what it’s all about.
Brands generally aren’t used to having a point of view. In most situations they try not to, hoping to target as many people as possible, but in the world of digital it’s vital to stand out from the crowd. It’s an incredibly competitive arena and that means any brand needs to try even harder to compete, and having a clear point of view can be a great way to position themselves against the competition. They should talk about what they stand for rather than what they sell—constantly shoving product information down people’s throats can do more harm than good—and having a point of view makes them much more interesting too.
A POV can generate debate and discussion, and of course, it can also mean that brands are able to create far more engaging content. It’s all-too easy to overlook content in the digital world but it’s just as important as in any other facet of marketing, and if brands don’t produce engaging, effective content people simply won’t bother following them—in the over-saturated world of digital it’s vital for content to be exceptional, and by having a clear point of view it makes it much easier to generate that kind of compelling copy. Ultimately, spending time to decide on an effective POV can make all the difference and can help ensure a brand’s digital media efforts are a success, propelling them into the arena and ensuring they make the impact they’re after.