Conscious consumption and purchasing

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As communication and marketing professionals, we need to be connected to what buyers think. The issues and concerns that consumers face today cannot be ignored. Content marketing should not ignore current events in messages or topical social issues such as polarization, equality, feminism, attention to diversity or care for the environment. There is a clear danger of appearing insensitive and disconnected from the broader needs of your audience if you do not take into account the social environment .

While a brand may not be able to take a clear stance, there are many times when it is not possible to be neutral. If certain social issues are on your audience's mind and are appropriate for your brand, you can also incorporate them into your strategy.

And it is not just these general ceo email list social trends that need to be kept in mind when planning marketing. In B2B environments, it is critical to be aware of global industrial policies such as protectionism in China, inflation in the Eurozone, the need to shorten the supply chain, dependence on critical raw materials, the labor market, immigration and decarbonization.

That's why at Bannister Global we design strategies and create content paying attention to current circumstances and news and how our clients, their products, services or brands fit into them. We stay up to date and communicate for society .

7. Useful content aligned with the brand
As it has for two decades now, Google has insisted in 2023 that creators focus on people-oriented content . Both consumers and search engines are putting more emphasis on the usefulness of content . 21st-century buyers don’t want to be bombarded with aggressive sales messages.

At Bannister Global, we know that the best way to stay top of mind when your customers are ready to buy is to educate them . Google has suggested that people-centric content creators focus on creating useful content, while employing SEO best practices to capture the attention of searchers.

What is useful content for an audience? Content that answers the questions buyers ask and search for online in a complete and honest manner. These topic areas are key considerations for anyone:

Pricing . How much does the product cost and what factors influence that figure?
Problems . What are the positive and negative aspects of the solutions?
Success stories , with technical data based on objectives.
Reviews , with honest and unbiased opinions.
Comparisons . How does your product compare to other solutions?
Not all of them can always be answered by brands or companies, but it is worth considering them.