How FMCG brands use content to build mental availability

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A brief look at how FMCG brands can build 'mental' availability with consumers and the top tips for how FMCG brands use content to create lasting connections.

Marketing

@buckersHearts and heads – how FMCG brands build mental availability

@buckersWhat we are building has changed

@buckersWhy is building mental availability important? @buckers

@buckers
1. SHARABLE
The importance of creating
sharable content
To drive engagement and talkability

@buckers
2. COLLABORATIVE
Working with others
For authenticity and targeted reach

@buckers
3. DISCOVERABLE
Visible across
digital ecosystem
To drive qualified traffic to web properties

@buckers
4. CONSISTENT
Creating and reinforcing
memory structures
To strengthen mental availability
and achieve attribution to channel

@buckers
5. CONTINUOUS PRESENCE
Optimised across channels
To maintain dialogue and engagement

@buckers
6. PARTICIPATORY
Made with others
To drive longevity, advocacy
and social proof

@buckers
7. INNOVATIVE
Creative innovation
To demonstrate uniqueness
and create interest

@buckers
8. INSIGHTFUL
Helpful and entertaining
To create true value and meet
audience needs

@buckers
9. IMPACTFUL
Content that gets noticed
To achieve cut through

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