Katie Jewett is a vice president at UPRAISE Marketing + Public Relations, where she empowers B2B tech visionaries to amplify their impact.
In a world inundated with content, today’s consumers are not merely passive recipients; **they are discerning critics**. In an age where **personalization** is a **must** and **values** significantly shape purchasing decisions, brands are challenged to move beyond the basics. **To genuinely resonate**, content must be not just informative or entertaining, but also **trustworthy** and **reflective** of the brand’s societal role. This calls for a transformation in how content is **created**, **delivered**, and **perceived**.
Staying Relevant in the Content Economy
To thrive in today’s content ecosystem, brands must adapt to three critical shifts:
1. Move Beyond Product-Centric Messaging
Today’s consumers require more than mere promotional messaging; they seek brands that stand for something **meaningful**. A recent April 2024 study by Direct Digital Holdings revealed that **81% of Gen Z consumers** are influenced by diversity and multiculturalism in their brand preferences. Additionally, a 2019 report by Sprout Social indicated that **70% of consumers** feel that brands should take a stand on public issues. This shift signifies a growing expectation for brands to actively participate in societal conversations.
However, this doesn’t equate to abandoning performance-driven content; rather, it involves rebalancing strategies to present **engaging storytelling** that aligns with audience values. Brands that consistently advocate meaningful causes—beyond one-off campaigns—will forge deeper trust and lasting loyalty.
2. Prioritize Privacy in Distribution
Even the most compelling message can falter if its delivery feels invasive. Rising privacy concerns and the decline of third-party cookies necessitate a rethinking of audience targeting strategies.
In a survey by the Harris Poll in 2023, it was revealed that 70% of consumers have taken measures to protect their online privacy, such as blocking cookies or using incognito mode. Moreover, a 2022 report from Cisco showed that **37%** had abandoned brands due to unsatisfactory data practices. To adapt, brands are exploring innovative, privacy-first targeting methods, such as “**predictive audiences**.” This technique leverages contextual signals—like time of day and user behavior—allowing brands to identify prospective audiences without personal identifiers.
These strategies effectively balance **relevance** with **respect**, enabling brands to uphold performance while honoring consumer preferences.
3. Employ AI Thoughtfully in Content Creation
With **generative AI** opening new avenues for content creation—ranging from rapid idea formulation to real-time iteration—its power comes with an equally significant responsibility. Can consumers differentiate between AI-generated and human-crafted content? And does it truly matter?
A 2023 study demonstrated that most consumers struggled to reliably distinguish AI-written content from human-created works. In fact, many found AI-generated content to be more relatable, potentially due to its accessible and digestible style. However, human-generated content still rated higher for **educational value** and **retention** of attention.
The lesson? While AI can serve as a vital co-creator—especially for concise messaging—**depth** and **nuance** in storytelling still require the human touch. **Transparency** is key; brands must openly communicate their AI usage, ensuring outputs are accurate, aligned with brand values, and ethically sound.
Actionable Steps for Marketers
To forge meaningful, high-performing brand content, marketers should align their strategies with contemporary consumer expectations. Consider these practical steps:
• Embrace Value-Driven Storytelling: Ensure your content reflects your brand’s commitment to social issues and diversity, equity, and inclusion (DEI)—not just in mission statements but throughout campaigns and creative efforts. Consumers can detect inauthenticity, so aim for **consistency and authenticity**.
• Design for Privacy-First Performance: Transition away from third-party cookies by delving into contextual and predictive targeting methods. Utilize indicators like page context and user behavior to personalize content while respecting privacy norms.
• Leverage AI as a Co-Creator, Not a Crutch: Utilize AI for brainstorming and initial drafts, but prioritize human input for strategic storytelling and emotional depth. Be clear about how AI integrates into your content creation process, especially on brand platforms.
• Simplify Complex Content Without Sacrificing Substance: Whether through AI or skilled human editing, clarity is paramount. Break down intricate concepts, enhance skimmability, and ensure content is accessible to a **diverse audience**.
The Future Belongs to Thoughtful Brands
The significance of content has never been more pronounced—or more fraught with responsibility. As consumer preferences evolve, brands must transcend outdated tactics and embrace a comprehensive content strategy—one that fuses **purpose-driven messaging**, prioritizes **privacy**, and intelligently harnesses **emerging technologies** like AI.
The companies that will thrive are those focused not merely on producing content but on cultivating authentic **connections**.
For further insights into effective communication strategies, check out the Forbes Communications Council, an exclusive community for professionals in the fields of public relations, media strategy, and advertising.
