How Content Builds Brand Habits [Updated]

Whether they realize it or not, many people build their habits around consuming content. 

In today’s fast-paced digital landscape, people’s routines often revolve around the content they consume. Whether it’s a leisurely morning read or a quick lunchtime update, content has woven itself into our daily lives. For marketers, creating a “brand habit” — where audiences naturally integrate a brand’s content into their routines — is key to building long-term loyalty and engagement.

To achieve this, a brand’s content strategy must do more than inform; it needs to engage consistently, provide fresh perspectives, and meet evolving audience expectations.

Here are five strategies that can help establish brand habits that stick.

Provide valuable insights

First and foremost, your content must deliver quality insights that readers can’t find anywhere else. In a content landscape that’s often cluttered with fluff, factual information can quickly cut through the noise. 

There are many tactics you can use to increase your content’s credibility. Reliable strategies include:

• Publishing hard data, such as survey results or relevant industry statistics 
• Original interviews with experts in your field
• In-depth reports full of verified details and facts
• Updated posts that keep content current
• Articles about important policy changes shaping your industry

As audiences grow increasingly skeptical of online news and content, you’ll need to work harder to earn their trust. These elements will help you show your work.

As a bonus, search engines reward genuinely helpful content with higher rankings. 

Leverage Interactive and Short-Form Video Content

Since 2020, the rise of short-form video has transformed content engagement. Platforms like TikTok, Instagram Reels, and YouTube Shorts have made quick, interactive videos a staple in people’s daily routines. By incorporating brief, engaging videos into your strategy, you can capture attention and foster habitual engagement.

Consider these interactive video ideas:

• Publish quick tips, behind-the-scenes clips, or industry trends
• Create polls or quizzes to invite participation
• Experiment with visual effects or augmented reality for a memorable experience

Regular, engaging short-form content builds brand habits, keeping your brand top-of-mind in users’ daily scrolls.

Prioritize Privacy and Ethical Content Practices

Consumers are more aware of privacy than ever. To foster trust and loyalty, it’s essential to be transparent and prioritize ethical content practices. Making privacy a part of your strategy can set your brand apart as a dependable, trusted source.

Ways to emphasize privacy and ethics:

• Clearly communicate data protection policies
• Show transparency in content sourcing and data use
• Highlight your brand’s commitment to ethical standards

By prioritizing transparency and ethics, you position your brand as one that audiences can trust, building lasting habits through dependability.

Publish New Content Frequently

Many organizations fall into a pattern of publishing in-depth content on an occasional basis. Unfortunately, infrequent publication can keep your organization on the sidelines. You should strive to be as present in your audience’s lives as possible.

Along with publishing in-depth reports, diversify your content with frequent, topical dispatches on timely issues in your industry. These shorter posts provide value to readers who are seeking relevant content to consume and share with their own networks.

Best of all, short, newsy posts take far less time to produce. You’ll be able to increase your content cadence without sacrificing quality.

• MORE: How savvy content curation can position your association as a thought leader
  
  

Expand Reach through Community-Led Content and User-Generated Content

Community engagement has become a powerful tool in building brand habits. Encouraging user-generated content (UGC) and community involvement gives loyal followers a chance to contribute, creating a sense of belonging that deepens their connection with your brand.

Consider these UGC strategies:

• Prompt followers to share stories using branded hashtags
• Feature user content on your platforms
• Foster a community where users feel a sense of ownership

This approach not only expands your brand’s reach but also encourages regular engagement as users become active contributors.