Companies are increasingly creating content in which they show that it is not just about what they sell. They are also concerned with ' the why ' and they try to make a positive impact. Think of all the expressions that have been made by companies in the past period: 'stay home' (campaign PostNL), 'we can do it together' (campaign together Vodafone), 'ode to the Netherlands' (campaign KPN) and many others. In addition to a clear focus on purpose , you also see more and more crowdsourced content.
Crowdsourced content
Crowdsourced content was used in the above campaigns. Often in the form of videos recorded by the crowd in recent weeks : people helping each other, grandchildren facetiming grandparents and people toasting during the digital Friday afternoon drinks.
With the adage “ the best advertising is done by satisfied customers” (Kotler) in mind, this is of course great to see. fax lists But what if everything is 'normal' again? Will we continue to embrace crowdsourced content and use it during the customer journey? Or will we continue with our old content strategy?
Crowdsourced content
You gain new insights from the crowd (your target group) that you would not have come up with yourself
You can deal with challenges faster because you use the ' wisdom of the crowd '
The diversity of thinking is optimally utilized – this is reflected in the content available
You have more impact on your target group because you use 'real' people and therefore radiate authenticity
It generates more buzz on social media in the form of earned media