Back at a seminar earlier in the week, The Story Lab managed to pique my interest. Just a little background information on The Story Lab here — they produce branded video content that tells meaningful stories about brands. If you think money is the main currency in business, think again. While this intention of this post is not to focus on specifically branded video content, it refers to content creation in general.
Can money buy brand trust? What about social media profiles and properties? As noted by Hugh MacLeod, social content is definitely the dominant currency of this digital age and space. Content is the new currency that creates conversation.
The five reasons summarised by Ogilvy & Mather in this infographic is enough to show the importance of content marketing.
That being said, content does not just come out magically from the back of your mind. I personally think there is no bad content, just like how there are no bad ideas. To create content with “talkability”, brands must first know their target audience well and know who they are speaking to or what makes their target audience tick.
Almost all the brands on the market have a significant social media presence. This is one form of content marketing. For instance, would you trust a brand that you’ve just come across and has completely no social media presence? We have arrived at this digital era where we get our news and insights from what is online.
Just take a look at the brand pages on Facebook. There is always someone sitting behind a screen managing a certain brand’s Facebook page. He or she doesn’t just come up with a new post each day on the spot. The fact is all these content for the brand had already been planned way before and went through many rounds of changes from the client before we see it as it is. Gone is the era of “Like/Follow/Fan”. Consumers these days demand more.
The ultimatum of creating content is to create talkability for the campaign, which is evidently through “sharing”. Sharing content helps us connect. Connection helps us engage. Engagement leads to a relationship between the brand and its consumers. This is why content is our true currency.