Good content is valuable. Watching it is an experience which should be rewarding and memorable, an experience you want to repeat or share.

Good content is valuable. Watching it is an experience which should be rewarding and memorable, an experience you want to repeat or share.

Content can express a brand’s story in a way that makes customers want to hear it, without ever forcing them to listen. And to get it right takes the same level of strategy, creativity, craft and planning as any marketing discipline.

People trust different stories, and that’s what content must give them: authentic, human stories that sound like them, rather than the old establishment voices that told them what to buy.

No brand has had a bigger impact on beauty in the last couple of years than Fenty. The company – which is owned by Rihanna – launched in 2017 with a 100% digital campaign, largely geared around Instagram and influencer content.

Combining reviews and testimonies for industry professionals, models, and every day fans – its unique Instagram strategy drew in 1.4m followers within just four days. Look at the experiential takeover of Madrid’s central Callao Square.

So, why do some agencies still feel that it is fine to deliver barely adequate ‘default’ content?

The brief will have been debated. Creative ideas were squeezed out of individuals that have never worked ‘linear’ let alone with an editor.

And, the final result is mostly footage from a drone of the client’s premises at a POV that we as humans never get to see (fine for a few shots not the entire 3 mins). And, with no human interaction whatsoever. No real actors. No real people. No real stories. So how does that then match with what research suggested that the consumers find valuable marketing? How does that communicate with your consumers and invite them into a sustained dialogue with you?

Never mind, just whack it on the client’s website and take the money. Not good. Just bad, ugly and not even content marketing.

Campaignlive.co.uk has a recent article on what CMOs look for across LinkedIn? Good content, just like customers.

Time some clients looked for new suppliers that do more with content marketing than just a bit of footage on a client’s website. Time to get the bigger picture. Is that music from one of the most influential Western movies I hear?

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Written by
Ian Watson