3 Things to Consider for a Purposeful Brand Strategy
3 THINGS TO CONSIDER FOR A
PURPOSEFUL
BRAND
STRATEGY
Summer Friday’s Head of Client Strategy, Alicia Wiedemann, sat down with the Global Strategy Director at BrandZ Kantar, Graham Staplehurst, to discuss the corporate impact of brand purpose – or, in other words, the sense that a brand is doing something to make its consumers’ lives better.
Studies have shown that brands with a strong purpose grow their value by 175%, more than double those without a purposeful positioning, but it’s not a simple goal to achieve. Authenticity is difficult to create and not all brands have legacy foundations to build from. Here are a few factors that brands can consider to devise their marketing strategies with a greater degree of effectiveness.
1. Let people share their stories
Shifting the narrative to the customer vs. the brand is a great way to build trust and credibility. This gives your customers the platform to show you what’s important to them, rather than the other way around.
2. Focus on making lives better
It’s important to connect with your consumers by demonstrating that you’re trying to improve their lives or the lives of people around them. Showing a wider concern about society and the world will build a much stronger connection than a sole focus on the bottom line.
3. Being polarizing isn’t necessarily a bad thing
Taking a stand on a polarizing issue is usually perceived as a risk. But if the position you take is transparent, purposeful, and true to your brand, it can actually motivate consumers who are actively looking for brands that make meaningful and emotional connections.
To learn more about how to infuse purpose into your brand in an authentic way, check out the full interview with Graham Staplehurst, below.
3 Lesser Known Ways To Leverage Video Insurance
3 LESSER
KNOWN WAYS
TO LEVERAGE VIDEO
How is your brand using video to optimize the customer journey? If you think about video only in the context of broadcast and social media, you could be missing out on opportunities to engage consumers at key touchpoints. Watch the video below to learn about three under-the-radar ways you can leverage video content to elevate customer interactions with your brand.
3 Lesser Known Ways To Leverage Video Health Insurance
3 LESSER
KNOWN WAYS
TO LEVERAGE VIDEO
How is your brand using video to optimize the customer journey? If you think about video only in the context of broadcast and social media, you could be missing out on opportunities to engage consumers at key touchpoints. Watch the video below to learn about three under-the-radar ways you can leverage video content to elevate customer interactions with your brand.
3 Lesser Known Ways To Leverage Video
3 LESSER
KNOWN WAYS
TO LEVERAGE VIDEO
How is your brand using video to optimize the customer journey? If you think about video only in the context of broadcast and social media, you could be missing out on opportunities to engage consumers at key touchpoints. Watch the video below to learn about three under-the-radar ways you can leverage video content to elevate customer interactions with your brand.
3 Insurance Content Trends for 2021 - Helpful Tips From Summer Friday
3 INSURANCE
CONTENT TRENDS FOR 2021
Helpful tips from Summer Friday
3 INSURANCE
CONTENT TRENDS FOR 2021
As we dive head first into 2021, we’re well underway in planning for what the new year will bring to the content landscape for our Insurance clients. We’ve outlined three main trends to watch when constructing your content calendar this year.
1. Seamless omnichannel marketing
It’s crucial to create a cohesive customer experience across platforms, devices, and even between digital and brick & mortar locations. We know what it takes to quickly and efficiently produce content that is unified across the board because that is what your customer expects.
13.56%
lift in engagement rate
250%
higher purchase frequency
90%
higher customer retention rates
2. Proper Personalization
We know the level of personalization in content can (and should) vary depending on its use and audience, but including at least some level of personalization is becoming table stakes as we settle into the new year. As you evaluate your brand’s ability to offer a personalized journey, remember that there are a multitude of proper solutions, some of which are relatively simple to implement while having a seriously positive impact.
of consumers say they now only engage with marketing messages that are personalized and tailored to their interests
of consumers are highly annoyed with generic advertising blasts
say they are more likely to do business with a company if it offers personalized experiences
3. Pushing Toward "Digital-first"
Brands were undergoing a rigorous digital transformation well before the current pandemic, but COVID-19 has certainly sped up the race for digital adoption while offering some unique opportunities for innovation. A significant shift to digital calls for an equally significant boost in content. We’ve helped many brands thrive with everything from holistic content strategies and educational videos to product launches, web demos, and highly targeted social campaigns.
90% of customers prefer to research insurance online
About 25% of people who shop for insurance in the US buy online directly from the carrier
Digital automation can help reduce the cost of a claims journey by as much as 30%
Let’s face it. There’s nothing easy about solving digital and content challenges. For the last 15 years, we’ve been helping brands fully leverage the evolving digital landscape, and we’d love to connect to help you make the most of your 2021 content marketing.
3 Health Insurance Content Trends for 2021 - Helpful Tips From Summer Friday
3 HEALTH
INSURANCE
CONTENT TRENDS FOR 2021
Helpful tips from Summer Friday
3 HEALTH
INSURANCE
CONTENT TRENDS FOR 2021
As we dive head first into 2021, we’re well underway in planning for what the new year will bring to the content landscape for our Health Insurance clients. We’ve outlined three main trends to watch when constructing your content calendar this year.
1. Seamless omnichannel marketing
It’s crucial to create a cohesive customer experience across platforms, devices, and even between digital and brick & mortar locations. We know what it takes to quickly and efficiently produce content that is unified across the board because that is what your customer expects.
13.56%
lift in engagement rate
250%
higher purchase frequency
90%
higher customer retention rates
2. Proper Personalization
We know the level of personalization in content can (and should) vary depending on its use and audience, but including at least some level of personalization is becoming table stakes as we settle into the new year. As you evaluate your brand’s ability to offer a personalized journey, remember that there are a multitude of proper solutions, some of which are relatively simple to implement while having a seriously positive impact.
of consumers say they now only engage with marketing messages that are personalized and tailored to their interests
of consumers are highly annoyed with generic advertising blasts
say they are more likely to do business with a company if it offers personalized experiences
3. Pushing Toward "Digital-first"
Brands were undergoing a rigorous digital transformation well before the current pandemic, but COVID-19 has certainly sped up the race for digital adoption while offering some unique opportunities for innovation. A significant shift to digital calls for an equally significant boost in content. We’ve helped many brands thrive with everything from holistic content strategies and educational videos to product launches, web demos, and highly targeted social campaigns.
Consumer adoption of telehealth has swiftly surged from 11% in 2019 to 46% in 2020
Thanks to digital automation, overall spending on customer sign-up has lowered by as much as 50%
71% of consumers used some form of digital research before buying Health insurance
Let’s face it. There’s nothing easy about solving digital and content challenges. For the last 15 years, we’ve been helping brands fully leverage the evolving digital landscape, and we’d love to connect to help you make the most of your 2021 content marketing.
3 Financial Service Content Trends for 2021
3 FINANCIAL
SERVICE
CONTENT TRENDS FOR 2021
3 FINANCIAL
SERVICE
CONTENT TRENDS FOR 2021
At Summer Friday, as we dive head first into 2021, we’re well underway in planning for what the new year will bring to the content landscape for our Financial Service clients. We’ve outlined three main trends to watch when constructing your content calendar this year.
1. Omnichannel marketing
It’s crucial to create a cohesive customer experience across platforms, devices, and even between digital and brick & mortar locations. We know what it takes to quickly and efficiently produce content that is unified across the board.
13.56%
lift in engagement rate
250%
higher purchase frequency
90%
higher customer retention rates
2. Personalization
We know the level of personalization in content can (and should) vary depending on its use and audience, but including at least some level of personalization is becoming table stakes as we settle into the new year. As you evaluate your brand’s ability to offer a personalized journey, remember that there are a multitude of proper solutions, some of which are relatively simple to implement while having a seriously positive impact.
of consumers say they now only engage with marketing messages that are personalized and tailored to their interests
of consumers are highly annoyed with generic advertising blasts
say they are more likely to do business with a company if it offers personalized experiences
3. Digital-first
Financial brands were undergoing a rigorous digital transformation well before the current pandemic, but COVID-19 has certainly sped up the race for digital adoption while offering some unique opportunities for innovation. A significant shift to digital calls for an equally significant boost in content. We’ve helped brands like E*TRADE and Lendly thrive with everything from holistic content strategies and educational videos to product launches, web demos, and highly targeted social campaigns.
45% of finance leaders plan to transform their businesses into digital ecosystems with banks at their core
Over 50% of banking customers prefer a digital banking relationship to a physical one
70% of Millennials, specifically, believe that technology makes it easier to manage their finances
Let’s face it. There’s nothing easy about solving digital and content challenges this year. For the last 15 years, we’ve been helping financial brands fully leverage the evolving digital landscape, and we’d love to connect to help you make the most of your 2021 content marketing.
3 content issues facing brands & how a content partner at scale can help 2
Even before the COVID-19 crisis, the demand for timely, high-quality digital content was on the rise. But it’s even more critical now that digital is the primary channel for human connection across the board. The opportunities for brand awareness, customer loyalty, and customer acquisition are multiplied by the sheer number of people spending more time than usual on their devices for work, social interaction, and just plain distraction from the real world. With the need for fresh content amplified to this degree, there are three key challenges that many brands face when it comes to keeping up:
- Creating valuable content at scale. Meeting an increased demand for new content is one thing, but brands should also ensure that the work they share is valuable to their specific audience — not just created for the sake of creating. Without a thorough understanding of who will consume your content and how, any video, infographic, or white paper you publish is already at a disadvantage in terms of performance.
- Planning ahead. A major barrier to successfully keeping up with a robust content calendar is not having a content calendar. While one-off projects are certainly important and can be very effective, they become cumbersome when the volume of work increases. When that’s the case, implementing a strategic content calendar weeks or months in advance can make all the difference for timely execution.
- Leveraging content across channels. Frequently, the long-form article that might be effective on LinkedIn isn’t the best piece of content to post on another social platform. But versioning content across channels multiplies deliverables considerably, adding strain on brands’ resources.
Leveraging the benefits of a content partner at scale
When you partner with Summer Friday to plan and produce your content calendar, you’re not just signing on for critical insights and high-level execution. You’re kicking off a relationship, rooted in collaboration and efficiency, that will save you time and money while increasing performance.
At Summer Friday, we develop enduring creative experiences that are rooted in strategy, and we deliver them efficiently so your brand can reach real people on real devices in real time. Our streamlined approach to long-term client relationships allows us to deliver compelling content that drives tangible results with significant cost savings.
With a content studio partnership, you’ll have access to:
Priority service
Our dedicated team is standing by for your projects, versus incorporating them into our larger client work schedule.
Brand familiarity
Rather than assigning staff on a project-by-project basis, you’ll work with the same team every time. From creative to project management, your particular team is familiar with your brand, your work, and your expectations.
Asset management
When we partner with our clients at this level, we build an asset library that we can pull from for consistency and time efficiency across subsequent work – instead of our usual archiving process for one-off projects or deliverables.
Quality control
A partnership with our content studio provides an entire team of gatekeepers with extensive brand familiarity for unparalleled quality control.
Added efficiency
Priority service, brand familiarity, and asset management allow us to shorten our typical one-off project timelines and deliver with greater efficiency.
Substantial cost savings
By assigning a team and allocating resources on a longer-term basis, we’re able to significantly decrease our normal rates, which brings down per-deliverable costs considerably.
See how our partnership model drove results for Tradestation.
We’d love to talk more about our content capabilities and how a strategic partnership can save you time and money while you build a content library for your brand. Let’s chat to see how our scalable, collaborative model can fit your needs!
3 content issues facing brands & how a content partner at scale can help
Even before the COVID-19 crisis, the demand for timely, high-quality digital content was on the rise. But it’s even more critical now that digital is the primary channel for human connection across the board. The opportunities for brand awareness, customer loyalty, and customer acquisition are multiplied by the sheer number of people spending more time than usual on their devices for work, social interaction, and just plain distraction from the real world. With the need for fresh content amplified to this degree, there are three key challenges that many brands face when it comes to keeping up:
- Creating valuable content at scale. Meeting an increased demand for new content is one thing, but brands should also ensure that the work they share is valuable to their specific audience — not just created for the sake of creating. Without a thorough understanding of who will consume your content and how, any video, infographic, or white paper you publish is already at a disadvantage in terms of performance.
- Planning ahead. A major barrier to successfully keeping up with a robust content calendar is not having a content calendar. While one-off projects are certainly important and can be very effective, they become cumbersome when the volume of work increases. When that’s the case, implementing a strategic content calendar weeks or months in advance can make all the difference for timely execution.
- Leveraging content across channels. Frequently, the long-form article that might be effective on LinkedIn isn’t the best piece of content to post on another social platform. But versioning content across channels multiplies deliverables considerably, adding strain on brands’ resources.
Leveraging the benefits of a content partner at scale
When you partner with Summer Friday to plan and produce your content calendar, you’re not just signing on for critical insights and high-level execution. You’re kicking off a relationship, rooted in collaboration and efficiency, that will save you time and money while increasing performance.
At Summer Friday, we develop enduring creative experiences that are rooted in strategy, and we deliver them efficiently so your brand can reach real people on real devices in real time. Our streamlined approach to long-term client relationships allows us to deliver compelling content that drives tangible results with significant cost savings.
With a content studio partnership, you’ll have access to:
Priority service
Our dedicated team is standing by for your projects, versus incorporating them into our larger client work schedule.
Brand familiarity
Rather than assigning staff on a project-by-project basis, you’ll work with the same team every time. From creative to project management, your particular team is familiar with your brand, your work, and your expectations.
Asset management
When we partner with our clients at this level, we build an asset library that we can pull from for consistency and time efficiency across subsequent work – instead of our usual archiving process for one-off projects or deliverables.
Quality control
A partnership with our content studio provides an entire team of gatekeepers with extensive brand familiarity for unparalleled quality control.
Added efficiency
Priority service, brand familiarity, and asset management allow us to shorten our typical one-off project timelines and deliver with greater efficiency.
Substantial cost savings
By assigning a team and allocating resources on a longer-term basis, we’re able to significantly decrease our normal rates, which brings down per-deliverable costs considerably.
See how our partnership model drove results for Tradestation.
We’d love to talk more about our content capabilities and how a strategic partnership can save you time and money while you build a content library for your brand. Let’s chat to see how our scalable, collaborative model can fit your needs!
