Digital-first communication was already gathering pace before Covid. But the global pandemic has only sped up that shift, while exposing the brands making all the right and wrong moves online. Since April, the smartest and most cohesive digital brands have shone, smoothly pivoting communications to reassure audiences and investors. Meanwhile, the reverse is also true, with disjointed companies being outpaced by global events, straying off-brand – and getting burnt by alienated audiences.
But connectivity isn’t just a philosophy for times of crisis. A long-term aligned approach – across everything from company narrative to content – should be the foundation of every modern digital brand, flowing in both directions between the staff within a business and the audiences they depend upon.
Nobody knows this better than Investis Digital. On June 24th, PR Week’s latest free webinar hosted Director of Creative Content Lucy Hartley and Director of Performance Marketing Lianna Kissinger Virizlay, as they revealed how brands can build connections with key audiences, and examined the concepts behind Investis Digital’s signature Connected Content™.
During a fast-paced session, the webinar began with an analysis of the modern brand landscape, and the merging of consumer and corporate audiences. Listeners learnt that 66% of consumers will pay more for goods from socially responsible companies, while 65% are more likely to buy from companies that treat employees well, and brands perceived as making the world a better place outperform the stock market by 134%.
“Everyone is now focused on how businesses are being good corporate citizens,” explains Hartley, “and that’s not just their investors, but also the people who buy from them. So we’ve also seen a move away from basic content to a broader scope of interest, with companies now talking about topics like sustainability, purpose, values and things like employer branding.”
With audiences growing ever more engaged, the webinar also explored the unique benefits of Connected Content, where a holistic four-pillar approach lets Investis Digital tell its clients’ authentic brand story, build cutting-edge websites, run agile web services and find data-driven insights that feed back into the circle. “What we have developed through our services,” says Kissinger Virizlay, “is an ability to infiltrate a lot of different areas, so you can connect your content up, from the way it’s created and shared, to the way it’s built and amplified, and you can reach audiences in a much better and more consistent way. And that is where we get into Connected Content.”
Connectivity is far more than a buzzword. During the webinar, Investis Digital’s specialists led listeners through all four pillars of Connected Content – ‘Tell It’, ‘Build It’, ‘Run It’ and ‘Find It’ – sharing stats that show the shifting landscape, offering practical advice that every online business can follow, and walking through case studies that highlight the brands getting it right, from ASOS to Rolls-Royce. “Rather than thinking of them as separate elements that you separate out into different departments,” says Hartley, “the four pillars of Connected Content need to be thought of as pieces of a puzzle…”