The next practice in contentstrategie: a content platform
It often happens that a target group does not want to talk to you as a brand because they think you are trying to sell them something. And indeed you do have commercial interests, so how can you find out what your target group is interested in without acting on assumptions based on gut feeling? Of course, you can conduct all sorts of surveys, but now there’s a new solution on the horizon based on content strategy. This means entering into a direct dialogue with your target group through a content platform. In other words, communication based on your target group's interests rather than brand-based communication.
In dialogue with millionaires
For example, MeesPierson, the private bank of ABN Amro, wanted to enter into discussion with its customers (millionaires) to find out more about them. The aim was to possibly offer additional services and capture their loyalty. However, most customers did not appreciate this. Some millionaires would like to see the MeesPierson logo on their bank statements so their neighbours can see that they are millionaires, yet the majority prefer to keep this information to themselves.