Sounding Off: Lee Vann “How to Foster Consumer Trust with Content Marketing”
Lee Vann is the founder and CEO of hispanic digital agency Captura Group.
Recently Portada asked a question that has been on the minds of content marketers everywhere: Will marketer owned media stretch consumer trust to a breaking point? The specific case examined was of Kellogg’s Días Grandiosos, noting that for the first time in its seven-year history, the Portada award for Top Content Provider to Hispanic Audiences was won by a brand-owned platform instead of a traditional media company.
Kellogg’s and Captura Group are indeed proud of that award, and agree that it signals a shift in the way brands communicate with consumers and where consumers turn for information online. Like any successful marketing strategy, you must begin with the consumer. What is important to her, beyond what she can buy? What entertains her? And most importantly: Why should she listen to you and engage with you?
Below are three ways to foster consumer trust with content marketing:
Disillusioned by the barrage of digital advertising they come across each day, the digital consumer craves relevancy. We spend a lot of time talking about cultural relevance when it comes to marketing to Hispanics, but it is never more important as it is in the content marketing space. Creating relevant and engaging content that serves to educate, entertain, empower and inspire rather than simply sell, establishes credibility and trust in the long run.
To get her attention, you must be original. Días Grandiosos con Kellogg’s, for example, connects with Hispanic families through stories about food, but also covers topics on family and culture through a journalistic approach that features real Latina women. This unique approach is fresh and surprising and helps capture her attention, allowing for a deeper connection that is critical to build trust.
Taglines sell products; content sells brands. Moving away from traditional ad-speak is essential to leveling with the consumer in an authentic way and informing without sales pressure. As Portada mentioned, journalists have become a key component in this communication shift. We’ve examined the ways journalists give brands a content marketing edge on our blog, by being able to tell real stories that resonate with consumers while driving brand objectives in an authentic way.
Today’s digital consumer is smart, socially active, and weary of the traditional sales pitch. Content marketing serves to inform, educate and entertain, and when done well, brands may be rewarded with the most valuable asset: consumer trust.
Lee Vann founded Captura Group in 2001 to help clients reach online Hispanics in ways that make sense. He has led the agency on the cutting edge of digital and content marketing for over a decade, providing solutions for top-tier clients in a variety of sectors.He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel Valdés newest book, Win! The Hispanic Market and is a frequent speaker at Hispanic and digital marketing conferences. Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural.