Content marketing has been there as long as there has been content to market. Remember the BuzzFeed article that told you what type of American dessert you would be? Or the cautionary tale of Disney stars gone bad? All of them: content marketing. Clickbait titles have gotten the better of all of us – some delighting us, while others making us mutter in frustration.

When social media platforms wanted to reclaim the newsfeed to push out more personal content (aka non-brand marketing content) content marketers grappled for everything – it was organic reach that hit rock bottom. Although websites like BuzzFeed and ScoopWhoop were able to stay afloat, niche content creators and marketers stayed helpless. With organic reach down to 5% – 10%, a void needed to be filled. Marketers began to explore the possibility of communities fulfilling this need.

A recent survey revealed that 70% of millennials’ purchasing decisions are influenced by recommendations of peers. In a world where communities are so intrinsic to our society’s fabric, this is hardly surprising. Beyond racking up views and positively influencing potential leads, here is how community creation will do wonders for your brand:

1. Cutting Costs on Content

Communities are all about give-take-share. Therefore, it is hardly surprising that they are great spaces not just to share your content but curate new content too. After all, you now have unlimited access to the audience.

2. Customer Delight

Online communities are not just perfect for conversation starters, but they also offer timely support to your customers. A survey says that businesses can save between 10% – 25% on customer support costs when they do this. Keeping your customers happy by nipping problems at the source makes it less likely for them to move from your brand.

3. Market Research

Imagine having unlimited access to focus groups to test and try your products. Imagine having a mechanism where you could intuitively gauge customer dissatisfaction and solve issues before they blow over. Organising communities means having unlimited access to a population that you build products and services for.

4. Nurturing Ambassadors

A survey concludes that 30% of consumers are more likely to buy products recommended by non-celebrity bloggers. Gone are the days where a celebrity’s photoshoot would have us go bananas. Today, authenticity is valued – in fact, 80% of consumers follow a brand when it aligns with this value. In a scenario like this, communities are vital playgrounds to recognise and incentivise potential ambassadors.

For instance, the XBox Ambassadors is a program that identifies its most devoted fan base to award them branded merchandise and other free perks. These ambassadors are offered a higher status quo in the community to incentivise and nurture brand loyalty among ordinary members too. Loyalty is no more overrated!

5. Communities From Ground Up

What does every brand want, besides skyrocketing sales figures? A loyal brand following, of course. Now, imagine if you could nurture this community from infancy to one million strong. This is precisely what community building empowers you to do. Besides customer retention and loyalty, you have the opportunity to build relationships that are genuine.

Ready to get the most of communities? Talk to the experts at One MG.