The content issue

The content issue

Are you a Starbucks, Second Cup or Tim Hortons person?

Walk into any store, or log on to any web browser or social media platform, and we are virtually bombarded with brands. What makes you choose one brand over another? What inspires you to try out a new brand, or to give the generic store brand a try instead?

Any good relationship is built and reinforced with every interaction, over time, including those between brands and consumers. So how can you effectively strengthen your relationship as a brand with your desired audience??Consider this: 70% of consumers say they feel closer to a brand after interacting with their content.

What’s more, 93% want you to share things with them they may not otherwise have seen and 92% believe brands have expertise and value to add to the conversation.

So where to begin? Rather than turning custom publishing solely over to marketers, brands are hiring top journalists who can bring an editorial approach to their work, creating brand content that reflects the level of quality and integrity consumers seek.

At Felicity, we help brands tap into these opportunities, leveraging our team of editors and journalists, podcast and TV producers, subject matter experts and of course, relationships with influencers and media, to develop content that’s tailored to win the hearts and minds of your target consumer.

But don’t take it from us. In this issue, we explore some content best practices and to share some ideas we love.

Wellbeing from around the web

How emotional connection with content drives ad performance

People recall ad messages more when they’re deeply engaged in the content the ads surround. This article uses live sports events, like the Superbowl, as examples citing that those who were rooting for a specific team were six percent more likely to recall ads than those who didn’t have a favourite team, and people who placed money on the outcomes were 16 percent more likely to recall ads.?Find out why focusing on consumers with skin in the game is important for all marketers, even those not sponsoring sports events.

Image:?Pixabay

Canadians are increasingly comfortable sharing their data; 40 per cent have increased their online activity since the start of the pandemic

A surprising 82 percent of Canadians are comfortable sharing their data with businesses online. This is in line with many of the 16 countries that were surveyed for this report.?Discover the most important factor for consumers when it comes to the brands they share their data with.

Image:?JESHOOT

Content Connection

Highlighting brilliant branded content

At Felicity, we have a collective approach to content creation, what we like to call “in-reach,” instead of the “outreach” done by others. Our?Content Collective is like a focus-group-meets-editorial-board. It's our process of identifying the "influencers of influencers" for our clients, and bringing them together with the client team to co-create the brand's narrative strategy. If your brand is just beginning to figure out your ownable territory in terms of the stories you want to tell and the best channels for telling them, this is a perfect place to start.

See the branded online magazine that’s so much more than a blog, the brilliant podcast for parents and the interactive online tool that encourages cooking with Prego.

Client pride

We loved seeing Felicity client, Abby Tobias, of event production company Sole Power profiled in the Toronto Star.?

Read about his connections to Drake and how social media has impacted his business.

Feeling inspired??Share MarketWell?with fellow wellbeing marketers and we’ll make a donation?to the?Canadian Mental Health Association?(CMHA).

As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.

To your wellbeing,?

Amy Laski

Founder and President

Felicity [Inspiring Communications]