Content That Educates Builds Brand Equity With Senior Executives
Successful brands claim large shares of our minds as well as chunky shares of our wallets! Research backs this as demonstrated by leading brands – Meta, Apple, Google, CISCO and Nvidia. Brands that command thought leadership in their fields invariably acquire larger numbers of followers, and that translates to higher brand equity and ultimately revenue.
Thought leadership is often misunderstood and poorly addressed by communications and marketing practitioners. Thought leadership content resonates in a deeply authentic, innovative way that educates1 and builds on a brand’s engagement with its key stakeholders. Such content goes beyond just the basics of announcing or informing to educating in an authentic, compelling narrative.
Here’s why educational content is so powerful:
Firstly, it positions a brand or company as an expert in its field2. Sharing insightful and educational narratives, supplemented with original thinking wherever possible, demonstrates not only deep industry knowledge but generosity of thought that reinforces the brand’s value. This not only builds trust but also helps attract the right engagements with those who are genuinely interested in the industry and the problems your brand solves. This helps you reach a more qualified audience of potential customers or partners.
In helping to build engagement, your brand enables its audience to learn something new or solve a problem, which enhances the real value of the brand to your audience and strengthens their connection with your brand. This opens the door to meaningful conversations and engagements, leading to increased customer loyalty and advocacy.
Furthermore, educational content is a key driver of business growth as it serves as an excellent tool for building awareness. An offering of myriad content resources enables the capture of a wider target audience and nurturing them into potential customers as compelling content is shared and promoted organically. The increase in brand awareness opens doors to new sales and partnership opportunities. It also aids the sales process in prospecting segmenting, converting and accelerating the buying decision.
Educational content also plays a critical role in improving brand perception. Working in tandem with promotional channels be they direct, media or social, practical, effective content helps people view your brand image as helpful, trustworthy and valuable. In a competitive market, offering unique insights can differentiate your brand. The continued delivery of educational content also fosters a loyal following, ensuring that your audience continues to support and become your brand advocate.
In summary, content that educates is not only powerful in building a strong brand with key stakeholders but also differentiates the brand from the rest. It establishes your domain expertise, fosters trust, drives business growth, and improves brand perception. By investing in educational public relations (PR), you position your brand as a leader to drive and build lasting relationships with your audience for mutual value.
At Priority Consultants, we have worked with clients in Asia Pacific for 40 years to research, develop and design PR content campaigns that address the mission critical, cornerstone issues that concern decision makers. Our business to business (B2B) communications and PR programmes are designed to educate the upper echelons of organisations including senior board members, senior executives and business managers.
Our dedicated content team is not only experts in B2B content but, being based in key cities throughout the Southeast Asia, India and Australia, also understand intimately the local environments3 and industries that our clients operate in, their customers’ sectors and decision makers’ information needs.
Compelling content is key and coupled with market effective channels/platforms, can be a powerful enabler of initiating interest and accelerating the desire to act.
If you are looking to increase your sales by strengthening your company’s thought leadership through content that educates, we look forward to having a conversation with you.
References
1. Not Just Another Blog Post: 8 Hacks For Creating Valuable Content
2. The Thrust of Executive Profiling – Being a Trusted Advisor
3. Southeast Asia Enters Its “Digital Decade”
