Authentic value content combines efficiency and honesty

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A good content strategy must focus on the practical utility of the brand and the benefits of the product for the consumer.

And when a brand gains consumer confidence in the practical utility of the product or service it sells, it is ready to engage consumers in its pursuit of higher goals.

That is, effective content must be able to balance the true purpose of the product with additional benefits.

But first things first: effectively show the benefits of the products.

Rather than through rhetoric and moralizing, empathy with the consumer is generated naturally when the consumer perceives that by purchasing the product he achieves both things: satisfying an everyday need and contributing to one of his values ​​or ideals.

In fact, the aforementioned study reveals that the majority of respondents are more inclined to support a brand if it offers a good level of effectiveness and personal utility, rather than a high level of involvement in social objectives.

Content should serve to encourage consumers to consider the social impact of their way of purchasing products and consuming services.

For it to be truly effective, the brand must provide credibility that its product will do its job effectively, before signing up to the social struggle.

Valuable content must meet both criteria: customer need and long-term emotional investment.

It should serve to communicate social objectives and utility at the same time.

A good example
Ternua is an exemplary brand when it comes to simultaneously transmitting the value of its products and its environmental commitment.

This company is dedicated to manufacturing mountain and trekking clothing, giving great importance to innovation and sustainability.

The company has received numerous awards for both the quality and performance of its garments and for its sustainable management.

Ternua's content addresses both objectives.

They serve to show the usefulness of your product and its values: commitment to email database usa innovation and sustainability.

Their different channels include content of great interest to their audience.

They talk about sports, outdoor activities, news and events.

They add content about the features and high performance of their garments.

And they reinforce their message by adding testimonials from users and industry leaders.

At the same time, they are very consistent in conveying that innovation and sustainability in the manufacturing of their products are priorities for the brand.

In the following video we see it clearly.