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Most effective advertising campaigns have one thing in common-they are related. When your consumers are related to your information, they will pay attention. If your content is not connected to their lives, it is almost impossible for them to interact with your message and brand.

FCS and Brand Cap’s recent research on brand relevance analyzes how consumers connect with brands through four key attributes:

Develop a relevant brand voice by collecting words and information that can inspire the ability, empathy, character and confidence of the brand's target audience. This can only be achieved when you have a deep understanding of the words you use to convey your brand, product, and company mission and values.

This is why a curated content map is a key cornerstone of any organization. This is an important first step in optimizing relevant content, attracting and maintaining consumers’ attention to ultimately drive maximum marketing returns.

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Custom content maps require you to spend time thinking about words that inspire customer relevance. You first need to clearly understand your brand, your products, and the words that best represent each one.

When creating a content map, in addition to the words that define your brand, product, mission, and values, each organization should be able to identify specific topics that resonate with consumers. In this unique period, marketers can still access audience-based insights, and marketers can build contextual intelligence, which is the cornerstone of their content graphs. By identifying relevant and relevant content that brand customers choose to browse online, advertisers shape their content maps. This custom content taxonomy should influence messaging, creativity, and marketing strategies to best connect your brand with the content that your target market cares about most.

The growing concern for the environment is relevant and resonates with a wide range of consumers. Issues such as the amount of plastic waste in the ocean, global warming and sustainable business practices are becoming more and more important. In order to solve consumers' environmental problems in a real and effective way, leading brands are using their insights into customer problems to reimagine their products in a way that is consistent with sustainable development goals, especially in terms of carbon footprint.

For example, Procter & Gamble (P&G) Ariel laundry detergent is committed to decarbonizing clothes throughout the value chain. The P&G product development team ensures that Ariel can efficiently clean clothes at lower washing machine temperatures. Ariel’s pan-European campaign in cooperation with National Geographic magazine "every degree is different" encourages all consumers to lower their washing temperature, because 60% of the carbon footprint of laundry in Europe is caused by warm or hot water washing.

The campaign is strategically aligned with editorial content that resonates with consumers who care about natural and environmental issues. Not only does education bring positive changes to our planet, but it also builds a positive brand with consumers who want to make changes. Affinity.

Volkswagen is another global organization dedicated to decarbonization, and its goal is that by 2030 50% of its car sales will be electric vehicles-such as the Porsche Taycan. Since Taycan buyers are younger, live in urban areas, and like design, architecture, and all forms of technology, the Porsche marketing team may fill its content map with topics related to these interests. For example, aligning with the content of the “Architectural Digest” highlighting modern buildings in cities with a large population of millennials HENRY may be an important strategy related to the target market.

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 Once the content map is in place, most marketing teams still need to develop a clear content optimization plan. This includes creating messages and copies extracted from your custom taxonomy. The content may vary from channel to channel, but your text map should drive messaging and creative assets for all advertising platforms.

As our digital lifestyle expands, attracting and retaining viewers is a challenge. However, it is more important than ever.

Content optimization strategies based on custom content graphs make your message tone feel like friendly suggestions from people you can trust. Today’s top advertisers maintain consumer interest by writing relevant, timely messages and delivering them in an environment consistent with the brand. A custom content map is your first step in always connecting with customers and driving sales.

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Quintesse is an advanced contextual targeting platform that uses bid flow analysis to provide unprecedented scale, a deeper understanding of brand suitability, and a well-planned custom brand market.

Quintesse has 21 years of experience in context technology and 13 patents. It uses natural language processing (NLP) and complex morphological restoration methods to provide the most comprehensive and accurate content understanding to achieve privacy and security positioning across 38 languages. Brands and agency customers can use the platform as a self-service or managed service.

Doug Stevenson is the CEO and co-founder of Quintesse and Vibrant Media backed by Quintesse.

Doug has more than 21 years of experience in contextual technology and marketing knowledge. After launching Vibrant Media in 2000, he has been a pioneer in contextual advertising technology.

He has the foresight, seeing that GDPR will lead to a revival of contextual positioning. In 2017, he started building Quintesse, an advanced contextual positioning platform, with a team that owns 13 patents in this field.

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