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Content Relevancy: Super or Scary?
By: Janet Kalandranis
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There’s always this constant battle of being a scary brand or being a super relevant brand. No customer wants to feel as though brands know their every move, but on the other hand, customers also want brands to know them. Could that line be any thinner? How is any brand supposed to find the balance of relevancy while also letting customers feel warm and fuzzy instead of scared? This idea is continually tested with online content. Customers are always on the hunt for new and interesting content that is relevant to their lives at that point in time. Like that’s an easy task to accomplish! But many brands are taking this on and using content to get customers excited about relevancy instead of scared by it. And it’s even better when brands are able to sponsor relevant content and showcase their relevancy to customers. It’s not scary, it’s just super.

The Daily Meal, an online foodie emporium, is launching the opportunity for brands to sponsor relevant content. It’s not just “food” content, but more specific and more relevant based on the brand. Think “grilling” or “entertaining” content that is sponsored by a brand with products and services within that food vertical. It’s relevant beyond relevant and allows brands to be extra specific about what they bring to customers and the opportunities that make sense and success for the brand. Instead of being scary, this idea is more on that warm and fuzzy side. Customers can easily understand the connection between the brand and the content and it seems helpful instead of intrusive. This feels like a good opportunity for brands to be specific about what they choose to sponsor while also making sure relevancy is a top priority.

The other side of relevancy is the scary, dark side. This can be seen in those campaigns that track users online and serve them ads that blatantly show them where they’ve been and what they’ve been doing. That’s scary for customers; it feels too much and too personal. Sure, customers have the ability to deactivate this following, but many choose not to deactivate this because they want relevant content across their digital experience. Customers don’t want to, and shouldn’t have to, choose between relevant content and being followed online. Brands need to seek out opportunities that provide one (relevant) without the other (scary). This strategy will allow customers to engage with the brand and feel loved by the brand, but not view the company as overly intrusive. It’s a fine line, but brands need to think about what’s super and what’s scary.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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