Return trips

If you want to have a conversation about your brand, put some substance behind your style.

Is your brand worth speaking to? In our “content is king” world, many businesses are falling over themselves to generate online content and start a conversation with the public about their brand. But precious few actually consider whether their content is worth anyone’s time.

A conversation should aim to be a revelatory exercise. An exchange of ideas and opinions where both parties get to inform and crystalize “who you say you are” against “who you actually are”.

Unfortunately, the popular rally cry to join the conversation has been reduced to nothing more than: “Let’s all talk! Look at what we’re doing: I’m talking, you’re talking, we’re all talking! Isn’t that amazing? Many hashtags and .gifs!!”

We’ve become so enamoured with our ability to make noise on a global stage that listening has quickly become a lost art. We readily place more value in counting clickthroughs, likes and retweets than understanding sentiment and value exchange with our audience.

Megaphones and earmuffs are not conducive to conversations. Sure, slick sales copy, creative campaigns and engaging editorial are great at selling first impressions of your brand. But once your audience engages, are they discovering that you don’t really have anything worthwhile to say?

Good digital strategies address how and when you should engage with your audience. Great strategies ensure you’re worth a return visit.

Having a good pick-up line is not enough to build a lasting relationship. So make sure your content backs up your brand boasts.