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<div id="pastingspan1"><span style="">In today&#8217;s digital-centric landscape, marketing efforts need to go beyond traditional campaigns. Consumers aren&#8217;t sitting around waiting for brands to tell them why they should trust their products and services over the competitions&#8212;they&#8217;re figuring it out for themselves.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">In an article for <a href="http://www.fastcompany.com/3009543/dialed/a-top-linkedin-exec-on-why-content-marketing-matters-more-than-ever?utm_source=1851franchise.com&utm_medium=article&utm_campaign=content-is-still-king-why-creating-personal-and-relevant-content-matters-to-consumers-4911" target="_blank" rel="nofollow" target="_blank">Fast Company</a>, LinkedIn&#8217;s vice president of North American sales for marketing solutions Jonathan Lister said, &#8220;With consumers more sophisticated and the landscape more crowded, connecting with your audience is more complex than ever before. Buyers are not persuaded by advertising alone. They&#8217;re using the web, search, social networks and more to educate themselves on a potential purpose.&#8221;</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">That&#8217;s where content comes in. It&#8217;s crucial for franchises to connect with consumers through their own original content. Whether it&#8217;s a blog post with helpful tips or questions posed on social media that open the door for a conversation, it&#8217;s up to brands to make their mission personal and relevant to potential customers.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style=""><a href="http://advantacleanfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=content-is-still-king-why-creating-personal-and-relevant-content-matters-to-consumers-4911" target="_blank" rel="nofollow" target="_blank">AdvantaClean</a> is one franchise with a successful consumer content strategy&#8212;the brand leverages its expertise in the light environmental services industry to educate consumers on how to live and work in healthy environments.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">&#8220;We really try to take control of our online reputation,&#8221; said Matt Phillips, AdvantaClean&#8217;s chief strategy and marketing officer. &#8220;Everything we create helps consumers have a healthy home and business. Our blog, for example, offers tips and educational information on the importance of indoor air quality. That content is really resonating with consumers&#8212;AdvantaClean&#8217;s blog posts perform better than just about every other one of our marketing efforts.&#8221; </span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">Custom consumer content makes franchise brands invaluable to consumers, especially millennials. According to information from <a href="https://www.emarketer.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=content-is-still-king-why-creating-personal-and-relevant-content-matters-to-consumers-4911" target="_blank" rel="nofollow" target="_blank">eMarketer</a>, 65 percent of users between the ages of 18 and 24 turn to information shared on social media before they make a purchasing decision. That means they&#8217;re actively seeking out content before they even think about opening their wallets.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">Content is also a way for franchises to extend their brand awareness beyond expected customers. For example, AdvantaClean is able to reach a new audience and consumer base through its national partnership with <a href="https://www.stjude.org/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=content-is-still-king-why-creating-personal-and-relevant-content-matters-to-consumers-4911" target="_blank" rel="nofollow" target="_blank">St. Jude Children&#8217;s Research Hospital</a>. By creating content that is both on brand and relevant in the news, more people are exposed to AdvantaClean&#8217;s message.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">&#8220;It&#8217;s really important for us to bring positive messages into the consumer content we create. We don&#8217;t just talk about mold; we educate consumers on how they can improve their overall health. Instead of focusing on the problem, we focus on the solution,&#8221; said Phillips.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">Beyond adding value and establishing a relationship with consumers, franchise content ultimately adds to a brand&#8217;s bottom line. Content creation is a key factor in SEO and establishes brands as experts. When franchises have a library of content for consumers to read over, it makes them more credible.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">&#8220;In time you&#8217;ll find real value in your investment through the engagement you see, the relationships you built, the amplification of your messages and ultimately, the impact on your revenue,&#8221; said Lister</span></div><div style="  font-style: normal; normal;  normal;"></div>

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Creating original content for consumers allows brands to build relationships with consumers and ultimately adds value to businesses. 

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