With competition among brands intensifying and brand perceptions becoming less rigid, brand content needs to evolve from merely attracting attention to deeply resonating with audiences.
With competition among brands intensifying and brand perceptions becoming less rigid, brand content needs to evolve from merely attracting attention to deeply resonating with audiences. Brands can develop content strategies focusing on three key aspects: knowledge, emotion and humanisation. Knowledge and insights can convey a sense of the brand's vision. Emotional companionship can help meet the need for emotional resonance. A relatable and engaging human authenticity can help generate action. By resonating with consumers in various aspects of their everyday lives, brands can become trusted partners, earning approval and enduring trust with consumers amid a perplexing variety of choices.
Gloria Gan, Senior Analyst, China Insights
Content marketing refers to a kind of market behaviour where brands themselves lead in creating and distributing a variety of content based around their own concepts, products or target consumers for the purposes of brand communication, relationship building and communicating shared values. The brand content studied in this Report includes but is not limited to short videos, image and text-based creations, live streams, podcast programmes/interviews, brand mini-dramas, brand stories and lifestyle advocacy content. It also covers content produced in collaboration with celebrities and key influencers, as well as the practice of co-creating content with consumers.
The Report focuses on communication methods where brands have principal rights over the planning and messaging of content and emphasises the connection between content communication and brand strategy. Other types of content, such as purely user-generated content (UGC), are not within the scope of the content marketing discussed in this Report.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
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We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
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We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
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It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
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We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
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Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
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