Today’s consumers are not just interested in a simple transactional relationship with brands. Neither are brands satisfied with audiences only interested in buying.
Customers want more levels of connect with brands that transcend into co-creatorship. Likewise, brands want more levels of connect with their customers to transform them from buyers to ambassadors. The more levels there are to the relationships between brands and customers, the more ROI they both see for their spends.
So how can brands offer such multi-level connect with customers that they both yearn for? They can do this by providing brand content with magnetism, mastery, mobilization, and momentum. These are the four levels of my M-POWER MATRIX™.
Both brands and consumers increasingly want multi-dimensional bonding because it allows for a more holistic and fulfilling brand experience.
Consumers can gain several benefits from having emotional, intellectual, relational, and transactional bonding with brands:
Brands can gain several benefits from having emotional, intellectual, relational, and transactional bonding with consumers:
Brand-consumer multi-level bonding also significantly impacts brand co-ownership and co-creatorship between brands and consumers.
When consumers feel a strong resonance at many levels with a brand, they are more likely to think they are almost like co-owners of the brand. They continue purchasing from it, even if other options are available. They are also more likely to engage with the brand on a deeper level, interacting with the brand’s content, events, and communities.
Apart from building this sense of co-ownership, multi-level bonding can also give consumers a feeling of being co-creators of the brand. They feel emotionally invested in a brand and are more likely to engage in co-creation activities, such as providing feedback, participating in surveys, or sharing their experiences with the brand.
Brand-consumer multi-level bonding multiplies the ROI (Return on Investment) of both brands and consumers.
For brands, bonding deeper with consumers can increase revenue and profits for the brand, as loyal customers are more likely to make repeat purchases, provide positive word-of-mouth recommendations, and become brand advocates.
For consumers, the multiplier effect of multi-level bonding can result in increased satisfaction, improved overall well-being, and enhanced personal empowerment. They begin to see their expenses on the brand as investments in their own evolution.
Furthermore, multi-level bonding can increase brand loyalty and customer lifetime value (CLV) for both brands and consumers.
For brands, this means increased revenue and profits over time, as loyal customers are likelier to repeat purchases and recommend the brand to others.
For consumers, this means increased value in their purchases, as they are more likely to receive personalized attention and tailored experiences from the brand.
The M-POWER MATRIX™ is my proprietary brand content framework that envisions four types of content for deeper brand-consumer bonding. The four types of content are Magnetism Content, Mastery Content, Mobilization Content, and Momentum Content.
I developed the M-POWER MATRIX™ as a way for brands and consumers to gain from deliberately and strategically deepening their multi-level bonding.
In today’s dynamic and ever-evolving marketplace, both brand goals and consumer expectations have become more complex and multi-dimensional. They both appear to need more from each other to feel they belong together and resonate and relate more holistically and satisfactorily.
This is where the M-POWER MATRIX™, with its four types of strategic content, comes into play. Content has always been the bridge that connects brands and consumers. Ultimately, the M-POWER MATRIX™ (and its content types) offers different ways for brands to connect with consumers in ways that gratify them both.
Magnetism Content is an essential part of a brand’s marketing strategy. It is the content that generates a strong and attractive force that draws people towards a brand, product, or individual. Magnetism Content has the power to create a lasting impression on potential customers, build trust, and drive conversions.
When creating Magnetism Content, brands need to consider several factors. The content should be authentic and align with the brand’s values and mission. It should showcase the brand’s unique selling proposition and provide value to the audience. Magnetism Content should also be visually appealing, shareable, and engaging.
One key consideration when creating Magnetism Content is avoiding tactics that feel disingenuous or manipulative. The content should not try to trick or coerce the audience. Instead, it should provide value and build trust with the audience.
Another consideration is to ensure that Magnetism Content is consistent with the brand’s overall marketing strategy. It should complement other types of content, such as Mastery, Mobilization, and Momentum content, to create a cohesive brand experience.
Magnetism Content can take many forms, including blog posts, social media content, videos, podcasts, and more. Brands should experiment with different formats to find what resonates with their audience and drives engagement.
Mastery Content is a powerful tool for brands to establish themselves as thought leaders and experts in their industry. By creating content that showcases their knowledge, skills, and expertise, brands can gain the trust and confidence of their target audience, which can lead to increased brand recognition, loyalty, and, ultimately, sales.
Mastery Content can take many forms, including blog posts, videos, podcasts, webinars, white papers, and case studies. Whatever the format, the key is to provide valuable and insightful information that educates and informs the audience while demonstrating the brand’s expertise in the subject matter.
When creating Mastery Content, brands must balance providing enough detail and information to demonstrate their expertise without overwhelming or alienating their audience. Care must be taken to ensure that the content is accessible and easy to understand, even for those who may not have a deep understanding of the subject matter.
Another important consideration is ensuring the content is relevant and valuable to the audience. Brands should take the time to research their target audience’s pain points and challenges and create content that addresses those issues thoughtfully and comprehensively.
Finally, promoting Mastery Content effectively is important to ensure it reaches the right audience. Brands can use a variety of tactics, such as social media, email marketing, and paid advertising, to ensure that their content is seen by the people who will find it most valuable.
Mobilization Content is a powerful tool for brands looking to engage their audience and inspire action. By creating content that speaks to shared values and goals, brands can develop a sense of community and encourage collaboration toward a common cause.
This can be especially effective in building brand loyalty and advocacy, as customers feel invested in the brand’s success and are likelier to become brand advocates.
Brands can create Mobilization Content by leveraging social causes or issues that align with their values and mission. By creating content that highlights these causes and encourages action toward them, brands can tap into the collective power of their audience to effect positive change.
Another way to create Mobilization Content is by tapping into the power of user-generated content. By encouraging customers to share their experiences and engage with the brand, brands can create a sense of community and collaboration that motivates action.
When creating Mobilization Content, brands must be authentic and transparent in their messaging. Customers can quickly spot inauthentic or insincere messaging, harming brand reputation and trust.
Brands should also be careful not to over-promise or under-deliver on their calls to action, which can lead to frustration and disengagement among their audience.
Momentum Content can be a powerful tool for brands to drive action and make progress toward their goals. By creating content that stirs energy and momentum, brands can motivate their audience to take action and move forward with a project, idea, or movement.
This type of content can be particularly effective in driving engagement and building momentum around a new product launch, a fundraising campaign, or a social cause.
To create effective Momentum Content, brands must develop a sense of urgency and inspire their audience to take action. This can be done through compelling storytelling, impactful visuals, and a clear call to action.
Brands should also consider leveraging social proof, such as user-generated content or testimonials, to build credibility and reinforce the idea that others are already taking action.
However, when creating Momentum Content, care must be taken to ensure that the message is clear and aligns with the brand’s values and objectives. Brands should avoid creating false urgency or using manipulative tactics to drive action, as this can damage their reputation and undermine trust with their audience.
Additionally, brands should be transparent about their goals and the impact of the action they are asking their audience to take to ensure that they contribute to a positive outcome.
There are many ways to use the M-POWER MATRIX™ framework. One of the ways is to structure a campaign with separate posts, each using one of the four types of content exclusively.
For example, let’s take a fictitious brand … “Healthy Bites” – A health food brand promoting nutritious and delicious snacks.
Look below how it can have a campaign of separate posts, each with its specific bonding appeal … or all the 4 types of bonding appeal could be included in a single blog post.
We could use different posts to highlight different types of appeal from our M-POWER MATRIX™ framework:
Post: A visually appealing social media post showcasing the brand’s healthy snacks in an enticing way.
Example: “Indulge guilt-free with our mouthwatering superfood bars. Packed with nutrients and bursting with flavor, they’re the perfect snack to fuel your day!
Post: A blog post on the brand’s website featuring a recipe using their products, along with expert tips on healthy eating.
Example: “Discover the Power of Plant-Based Protein: Try Our Energizing Peanut Butter Protein Balls Recipe. Learn how to make these delicious and protein-packed snacks that will keep you satisfied and energized throughout the day.”
Post: A social media post encouraging followers to share their healthy snack creations and engage in a “Snack Swap” challenge, where they exchange recipe ideas and inspire each other.
Example: “Join the Healthy Bites Snack Swap challenge! Share your favorite homemade snack creations using our products. Let’s inspire each other to make healthier choices and discover tasty new recipes. Don’t forget to tag #HealthyBitesSnackSwap!”
Post: An energetic social media video showcasing a fitness influencer enjoying Healthy Bites snacks before and after their workout, highlighting the boost of energy and motivation it provides.
Example: “Elevate Your Fitness Game with Healthy Bites! Watch how our snacks power up @FitLifeInfluencer during their intense workout. Grab your favorite flavor and feel the energy!
We could use a single post to highlight the 4 different types of appeal from our M-POWER MATRIX™ framework on the same post:
Title: “Unlocking the Power of Healthy Snacking with Healthy Bites Superfood Bars”
Blog Post Section 1: Magnetism Content Section
Discover the Power of Healthy Snacking!
Indulge in our delicious and nutrient-packed superfood bars! Made with all-natural ingredients and bursting with flavor, they’re the perfect on-the-go snack to fuel your body and satisfy your taste buds.
Blog Post Section 2: Mastery Content Section
Did You Know Our Superfood Bars Are Rich in Antioxidants?
Antioxidants play a vital role in protecting your body against harmful free radicals and supporting overall wellness. Learn more about the benefits of antioxidants and how they contribute to a healthy lifestyle on our blog.
Blog Post Section 3: Mobilization Content Section
Join the Healthy Bites Community!
Share your favorite Healthy Bites creations and recipes using #HealthyBitesCommunity. Let’s inspire each other to make healthier choices and create a vibrant community of wellness enthusiasts. Your snack creations might even get featured on our website or social media!
Blog Post Section 4: Momentum Content Section
Embrace the Healthy Bites Lifestyle!
Fuel your workouts, stay energized throughout the day, and enjoy guilt-free snacking. Join the movement and experience the Healthy Bites difference today!
I have explained the theory behind my proprietary M-POWER MATRIX™ framework above. But the real difference it can make to your brand content is in its execution.
All my projects in Brand Content Strategy and Execution for my clients find innovative uses of my M-POWER MATRIX™ framework.
Let’s talk if you’d like to know more about how this framework can be used creatively and powerfully for your brand content.
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