2. Brand Loyalty: When readers find themselves consistently reading a brand’s content, they start to see that brand in a new light, not only in terms of credibility but also likability.
The social media tool Buffer is a great example of this. A few years ago, Buffer invested in an industry blog that featured clever posts like “The History of To-Do Lists” and “Common Mistakes Our Brain Makes and How to Fix Them.” With entertaining, informative content that actually provides value outside of its product offering, Buffer has developed a huge following in addition to a loyal customer base. This says a lot when everyone — and their grandmas — is busy developing “groundbreaking” social media tools.