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Active Listening: Making Creative That Connects

Discover how Active Listening can make your advertising or marketing content more relevant and what types of insights may stem from listening with intent.

Revolution Digital  |  April 26, 2021
Active Listening: Making Creative That Connects

Want to make content that connects with your audience? Listen up. (See what I did there?) Active Listening is more than just listening. It’s listening with intent, really diving in and understanding what your audience is talking about and why. This allows you to speak to your audience in ways they find relevant. You’re creating a conversation between brand and audience, which, if nurtured correctly, will ensure that the trust that’s been established won’t be lost and that your content will continue to have impact and move the needle.

Active Listening makes your content relevant. Consumer conversations change all the time. What was a big deal last week may not be today (or even five minutes later). So, imagine how much can change between the time a creative brief is written, approved, and then acted on. Real-time topics are critical tools in maintaining a brand’s relevance. What is going on in your audience’s life right now? What are they talking about right now? Active listening allows you to know the “right now” of your audience, so you can create content that speaks to the experience they are having. It allows us to have a living creative brief that evolves with trends, as well as simple life experiences – and that enables us to enter into our audience’s conversations knowing that our message will be understood.

This process makes the context of your brand/product/category totally relatable to the audience, because it places your product or solution into the lives of the people you’re targeting. It takes out the guessing game. For instance, when working on a product used for the treatment of an embarrassing ailment, one might assume that the audience doesn’t want to engage with the topic on social. (Spoiler alert: this isn’t a hypothetical scenario. It will be pretty obvious which of our case studies we’re talking about.) The logic is, it’s embarrassing; therefore, the audience will only want to explore the product or category in private. Focus groups and data might even support this theory. But active listening revealed the exact opposite and illustrated that this particular consumer group overshare everything, even embarrassing things. That learning fueled a digital campaign that crushed every KPI we had.

All of this active listening informs the brief in new and exciting ways. What were broad points of reference for how a demographic relates to a product can now become specific ways in which people talk about and/or use a product. The brief that would have created a broad message that many people might misunderstand or find irrelevant is now a way of talking to many different people in many different ways. With the right targeting, your brand is in conversation with audiences who have set the context and defined the terms of that conversation. In other words, they understand what you’re saying because they taught you how to say it.

We are always told to listen. Listen to your mother. Listen to your heart. Now we need to listen to our consumers. Revolution Digital has pioneered the Active Listening approach to creating content. Our strategists, creatives, and producers work together to deliver insight-driven content to audiences who understand and care when they see the work. If you’re interested in learning more, visit our website at RevolutionDigital.com, or reach out to us online or at newbusiness@rev-d.com. Want to make a relevant piece of content? Listen.

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