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Content creation is the present and future of marketing. From social media influencers to multi-million dollar marketing campaigns, content creation has become the keyword when it comes to getting customer attention in recent years. However, content marketing and strategy has been an ongoing evolution, what worked even two years ago is considered dated and ineffective today.
In a world where people are connected to more people than ever before, we are feeling isolated from each other. This is because most digital relationships and social media platforms have lacked something incredibly human: authenticity and genuine emotion.
Gone are the days where we looked forward to our weekly phone calls with our friends or eagerly went to check our mailbox for letters from our family. Now we have all of those connections and many others that were previously inconceivable at the touch of our fingertips, 24/7. While the number and frequency of parasocial relationships went up with the rise of social media, the value of relationships and communication went down. As a result, people find themselves feeling isolated from their communities and are seeking human connection.
That is where brands can excel. Consumers want to see more meaningful content; content that is genuine, authentic, and prioritizes the human experience in a digital world. Brands that have succeeded and will continue to succeed are brands that understand how powerful emotional affinity is with their customers. Having a human behind a brand is crucial in our era of digital social transactions. Whether that is having one-on-one customer service representatives in an industry filled with chatbots or having a social media marketing team directly commenting and chatting with customers on social media platforms, the human experience is crucial when it comes to communicating and building relationships as a brand in 2023.
Brands should be constantly thinking about how they are connecting with their customers. The only way brands will be successful in an increasingly digitized world is with human connection that is adapted to the modern technology of today and tomorrow. Above all, brands should not lose sight of the power of human connection, despite technological advancements that reduce the need for human workers and human interaction. Building personal relationships is the key for brands to better engage their audience in a way that they want to be part of the brand for life.
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