Keeping your customers happy with valued content

It is crucial to listen to your customers and respond in a relevant manner. But besides recommending against social media, Lou Cooper’s feature glossed over how brands can actually build a long-standing relationship with consumers (The secret to a good customer relationship, MW 21 October).

It is no longer enough to focus on product offerings and competitive benefits, brands need to investigate how they can communicate with their client base to build advocacy and loyalty. Social media can open up a channel of communication between brand and consumer, but it must not be used in silo. Brands need to provide consumers with content; content which entertains and provides real value.

Whether it is magazines, videos, ezines, podcasts, mobile apps or websites, brands need to identify the right fit for their audience. As experts, branded content providers can carve communication platforms that not only encapsulate a brand and its messaging but at the same time engage with customers on their terms.

The six values highlighted in the article all underpin what branded content providers do – provide timely content that can be accessed by consumers wherever they are and at whatever time. By providing true value to customers, branded content providers are at the heart of driving conversations between brand and consumer without the use of Tweets and Facebook pages.

Julia HutchisonChief operating officer APA (Association of Publishing Agencies)

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here