Every day businesses are looking for new ways of connecting with their customers as a way of advancing their business. Movement marketing is one way that businesses are using to reach and connect with customers and with the exponential growth in social media this concept has taken off.
Movement marketing is a marketing strategy where brands create their marketing model which is built around cultural movements which are in line with their shared vision, goals, and even passion. This creates a movement marketing that customers can relate to much better as it removes the focus on the product but rather on what the product or the brand is looking to achieve. For movement marketing to be highly effective, these are some of the content which needs to be present.
1. Content that evokes emotions
The content required in movement marketing is the one that resonates with the customers and evokes their emotions. This means that the content does not focus on the product but rather on what the brand is doing for society and the world at large. For instance, the content can be on how the brand can bring happiness, create a connection or even inspire people in a certain way. The content can evoke emotions by focusing on fundamental cultural issues which people care about.
This creates a deep emotional connection between the consumers and the brand that they willingly want to relate with as they feel it is of value to them. The content should not be a sales pitch but rather authentic content which is not about what the product can do for the customer. The content for movement marketing moves beyond the transaction and creates a movement that can be a part of marketing strategy.
2. Issue Sensitive content
Another aspect of the content suitable for movement marketing is the one that focuses on issues affecting the world. For instance, a brand can use movement marketing to highlight issues such as global warming, poverty, lack of clean water, or even deforestation. This is something that the target audience can identify with.
Movement marketing is leading to the creation of bigger conversations and connections for bigger causes about key societal issues. The issue-sensitive content taps into what people already know and thus persuading them becomes much easier. This then shows that your movement marketing is fueled by a cause and objectives the brand is looking to achieve.
3. Content emphasizing sharing
Thanks to social media, sharing information has become much easier. This means that the content created for movement marketing should focus on sharing as opposed to selling. The sharing of this content is what creates conversation around major issues. The more the content is shared about a conversation the brand is pushing the easier it becomes for people to identify with and to further the movement.
The type of content should also be something worth sharing and pushed through social media with some form of a call into action. This can be behavioral or cultural change based on the values and beliefs that the organization and the community hold.