Getting From Content to SuperContent: You Need a Mastermind
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In today’s market, we’re betting on content to perform heroic feats. But the practice to produce it is outdated. Welcome to the age of SuperContent.
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Getting From Content to SuperContent: You Need a Mastermind
- 1. Getting From Content to SuperContent: You Need a Mastermind ANNA BAXTER KIRK SENIOR STRATEGIST AND PLANNER BADER RUTTER
- 2. New digital channels, evolving information consumption preferences and more-targeted delivery automation across myriad platforms are driving demand for more powerful content.
- 3. Today’s content must be useful and relevant — an experience that hits the mark. ICON BY WEBALYS
- 4. It must adapt faster than its rivals.
- 5. It must have the innate ability to connect with the audience’s innermost thoughts and desires.
- 6. Welcome to the age of SuperContent, when meaningful connections between brands and audiences are forged despite a force field of brand egoism, content overproduction and audience satiation.
- 7. So how do you summon SuperContent to rescue your program?
- 8. The quest starts well before anything appears in market.
- 9. In fact, the first effort should be focused on a new team structure and function, before the conversation turns to content at all.
- 10. Enter the Mastermind — likely a team that has ultimate control over the form content takes, the vehicle it drives, its voice and tone, its schedule and the experience it delivers.
- 11. You’ll need people who can represent all these facets.
- 12. BRAND AUDIENCE Think of the brand on one end of a continuum and the audience at the other.
- 13. You need the Mastermind, who comfortably stands amid the tension between them, making the brand more relevant and appealing by listening carefully and frequently to the audience.
- 14. Use it for good and you’ll ensure content efforts are spent on developing things that actually matter to the audience every time. But the Mastermind doesn’t guarantee SuperContent. It could serve evil in the form of ignorance. (Don’t choose this fate!)
- 15. Only from that starting point can a dialogue creatively challenge the audience to think or behave differently or to discover something new that only your brand can deliver.
- 16. But the work of the Mastermind is never done; listening, optimizing and iterating is a perpetual process.
- 17. To shape, respond to and adapt the dialogue, it must evolve with agility to new insights and unforeseen expectations.
- 18. In fact, the Mastermind function naturally lends itself to executing an agile marketing scrum process with defined sprints for effective iteration of content.
- 19. The Mastermind is your relevance champion, but it’s just one of six principles necessary to empower SuperContent, achieve relevance and forge a stronger brand-audience connection. Learn about the other five in this white paper.
- 20. Looking to transform your business? Ryann Greve Chief marketing officer rgreve@bader-rutter.com 262-938-5466 baderrutter.com