Digital Content Customers Want to See: 10 Strategies for Building Engagement and Loyalty

Today, providing valuable, engaging content is crucial for brands that want to foster long-term customer loyalty. Customers are increasingly discerning, seeking content that aligns with their interests, solves their problems, or enhances their lives. Here’s a look at the types of digital content customers do want to see, and how brands can create it effectively.

1. Educational Content That Solves Real Problems

Why It’s Wanted: Customers are often searching for solutions to specific problems. Educational content that offers insights, instructions, or tips provides immediate value, positioning your brand as a helpful resource.
How to Create It: Identify common pain points your audience faces and develop content that directly addresses these issues. For example, a software company might create tutorials on using their tools effectively. The goal is to make complex topics understandable, actionable, and relevant. Long-form guides, how-to videos, and practical blog posts are highly effective in this regard.

2. Personalized Recommendations and Curated Content

Why It’s Wanted: Personalized content makes customers feel understood and valued. It helps them find products, services, or information that align with their unique needs and preferences, streamlining their experience.
How to Create It: Use customer data and behavior patterns to recommend products, services, or content tailored to each user. E-commerce platforms like Amazon excel at this, showing customers items based on their browsing and purchase history. For content-driven sites, offering curated lists or personalized emails can make each visit feel bespoke.

3. Engaging, Visual Storytelling

Why It’s Wanted: Storytelling helps customers connect emotionally with a brand, while visual elements like videos, images, and infographics make the story memorable. Well-crafted stories humanize a brand, making it more relatable.
How to Create It: Share brand stories that highlight your company’s mission, showcase customer success stories, or illustrate product benefits. Use high-quality visuals that are on-brand and enhance the storytelling. A compelling narrative with images, short videos, or even infographics can leave a lasting impression and encourage sharing.

4. Behind-the-Scenes and Authentic Content

Why It’s Wanted: Customers increasingly want to connect with brands that feel authentic and transparent. Behind-the-scenes content, such as showing product creation processes or team dynamics, helps build a sense of intimacy and trust.
How to Create It: Use social media or your website to share glimpses of your daily operations, product development, or employee stories. Short videos on platforms like Instagram Stories, TikTok, or YouTube Shorts are ideal for behind-the-scenes content. Authenticity here is key—raw, unfiltered content often resonates more than polished productions.

5. Interactive and Engaging Content

Why It’s Wanted: Interactive content allows customers to actively participate, making it more engaging and memorable. This type of content can create a deeper connection, boost sharing, and provide valuable insights into customer preferences.
How to Create It: Implement quizzes, polls, calculators, or interactive infographics. For example, a fitness brand might create a quiz to help users determine their ideal workout style. Interactive elements keep customers engaged, enhance user experience, and can be shared easily on social media.

6. User-Generated Content (UGC)

Why It’s Wanted: User-generated content is seen as more trustworthy than branded content because it comes directly from other customers. UGC is relatable, credible, and often leads to higher engagement.
How to Create It: Encourage customers to share their experiences with your product through hashtags, reviews, or social media mentions. Repost their content on your brand’s channels to show appreciation and build a sense of community. Brands like GoPro and Apple frequently use UGC to showcase how their products are used by real customers, adding authenticity and boosting engagement.

7. Social Responsibility and Purpose-Driven Content

Why It’s Wanted: Customers are increasingly motivated by brands that reflect their values. Content that showcases a brand’s commitment to social responsibility or purpose-driven initiatives can create a positive, emotional connection.
How to Create It: Share stories about charitable initiatives, environmental efforts, or ways your brand gives back to the community. Highlighting partnerships with non-profits or sustainability efforts helps customers feel they’re supporting a brand with shared values. This type of content works well on all platforms, especially when paired with compelling visuals.

8. Exclusive Offers and Insider Information

Why It’s Wanted: Customers love to feel like VIPs, with access to exclusive information or deals that aren’t available to the general public. This creates a sense of privilege and can enhance loyalty.
How to Create It: Offer sneak peeks of new products, early access to sales, or exclusive content to subscribers or loyal customers. Brands like Starbucks or Sephora use loyalty programs to offer members special rewards and early access, reinforcing customer loyalty and driving repeat engagement.

9. Timely and Relevant Updates

Why It’s Wanted: Customers value content that’s current and keeps them informed. Timely updates are especially appreciated in industries like fashion, technology, or finance, where trends or information change rapidly.
How to Create It: Regularly update customers on industry news, product launches, or upcoming events. Use email newsletters, social media, or blog posts to keep your audience in the loop. For instance, a financial services company might share market insights or investment trends to help customers stay informed.

10. In-Depth and Insightful Content

Why It’s Wanted: While short-form content is great for quick engagement, in-depth, insightful content builds authority and provides value that customers can trust. For customers seeking a deeper understanding, well-researched, long-form content is indispensable.
How to Create It: Publish comprehensive guides, white papers, or case studies that delve into topics relevant to your industry. This content may take more time to produce, but it establishes your brand as a thought leader and creates a repository of resources that customers can refer back to.

Creating digital content that customers truly want to see involves understanding their needs, interests, and values. By focusing on value-driven and engaging content, brands can build stronger connections and drive sustained engagement. The key lies in balancing educational, personalized, and visually compelling content with a genuine commitment to transparency and customer experience.