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If you haven’t considered privacy, storytelling, or representation in your content marketing strategy, Digital Ethos’ Liam Thornton is here to break down why you should.
As customers’ priorities adapt, so must your brand’s strategy / Charlesdeluvio via Unsplash
1. Consumer privacy will be a priority
2022 has seen a rise in cyber attacks, with users’ private information and data being leaked. A survey in the UK found that 39% of businesses had reported a cyber-attack in the last 12 months.
A business’ customers must feel safe that their data is not being sold to third parties and that companies they interact with have measures in place to avoid cyber-attacks. In 2023, it is predicted that marketers will bring their attention to tools such as artificial intelligence (AI) and blockchain to secure user data.
If used correctly, these implementations will push businesses a cut above their competitors as strong cyber security will boost trustworthiness and strengthen customer retention.
2. Storytelling as a valuable sales technique
Otherwise known as ‘storyselling’, this technique uses the power of persuasion. It is vital to consumers becoming invested in a business. We are predicting 2023 to be the year that businesses fully get on board with this technique.
To execute ‘storyselling’ successfully, the sales journey must be viewed as having a beginning, middle and end. Case studies are a must.
Potential customers need to see consumers just like them experiencing an issue that can be solved by the business’ product or service. Much like implementing cyber security software, the use of case studies will boost a business’ trustworthiness to gain and retain customers.
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