Some random thoughts about brands and content! If you want a copy pls sent me an email at thecuriousbrain (at) gmail.com. Pls note that I'm dyslexic so if you find that a word is missing or spelling mistake pls let me know
LET’S ALL BE HONESTABOUT IT
MOST BRANDS OUT THERE ARE NOT APPLE They will never be so interesting, innovative, loved and they will never have an engaging fan base online. Their product simply does not allow that.
SO IF YOU ARE NOT
A BRAND LIKE APPLE how do you make consumers care about what you do online?
Deep down YOUnot as a
brand or a marketing manager but as a consumer already know that most of your content online SUCKS!
Unless you want to buy
something, you mostly visit non branded websites and view non branded content. You mostly visit, newsites, blogs, youtube, vimeo, porn, social media, etc, etc, etc. THINKabout the things you do daily online. THINKabout the websites you visit daily.
NOW THINK about what makes
you SHARE CONTENT DAILY ONLINE IN YOUR OWN PERSONAL SOCIAL MEDIA. IS IT CONTENT FROM YOUR BRAND? Is it from other brands ? I DOUBT IT
THIS IS THE BRAND THAT
PUTS FOOD ON YOUR TABLE. IS NOT EVEN INTERESTING TO YOU ! Yes, sometimes you do share branded content, but this is mainly, because this is the brand that you are working for. But most of the times that content Be honest would you share it/spam In a daily manner? The answer is probably no! NOBODY WANTS TO APPEAR YOUR PERSONAL SOCIAL ACCOUNTS WITH IT? AS A SPAMMER ONLINE
So if you are still
with me on this one... ASK YOURSELF IF YOU ARE NOT WILLING TO SHARE THIS CONTENT ONLINE why do you expect consumers TO DO IT?
Moreover after all this ONLINE
INVESTMENT don’t you think that by now most of the consumers out there would have been transformed already INTO LOYAL FANS?
The truth is that today
as a brand manager/ marketeer you don’t even know WHETHER A BOT has seen your online ad OR WHETHER A FAKE ACCOUNT is following you on your social media. THESE DAYS YOU CAN’T EVEN BE CERTAIN whether the rts, the likes and the hits that you see daily online for your brand, that make you so happy, come from a bot!
In addition we see the
rise of ad blocks with more and more people installing them TO AVOID YOUR CONTENT. WHY IS THAT? Even Apple in the future will be against you on this one!
Sometimes you do. If you
and your agency are lucky, something it goes “VIRAL” But for the majority of you, that you can’t invest so heavily, to brain wash people, the answer is probably NO
All this time agencies HAVE
CONVINCED YOU, that this is the way fwd for your brand online. However what emerges is THAT THINGS CURRENTLY ARE NOT WORKING as they promised you. RIGHT? AM I
THIS IS BECAUSE as I
already told you, MOST AGENCIES DO DECENT WORK TO GRAB ATTENTION FOR A BRIEF PERIOD OF TIME but they are not in the business to make you interesting IN THE LONG TERM. THEY SIMPLY DON’T KNOW HOW!
The theories they got, everything
they advise you to do online IS MOSTLY TO BLEED YOU DRY! How many times they have convinced you to create something online that will create buzz/awareness etc that is now completely A MICRO WEB SITE THAT NOW NO ONE VISITS? PRE ROLLS? DO YOU SEE MY POINT? DEAD? BANNERS THAT NOW NO ONE SEES?
You all need to undestand
AGENCIES ARE NOT PUBLISHERS THEY NEVER WERE.. Their DNA is to make product announcements, not to create content for the digital era and most of them haven’ t evolved yet! THEY CONTINUE TO WORK WITH THE SAME OLD MANNER AND APPLY THE SAME OLD PRINCIPLES
DON’T TAKE MY WORD FOR
GRANTED. Go to their websites, blogs, twitter facebook fan pages and check what they share! DO YOU FIND THEM INTERESTING? They claim they know consumers, but do you see any of them following them daily ? Actual consumers.. not people that work for them, students that hope to get a job there or marketing people. The answer yet again is probably
So my argument here goes
that if by now most of the agencies haven’t managed TO BECOME INTERESTING PUBLISHERS ONLINE like all the other websites that you as an actual consumer, visit daily HOW ON EARTH THEY WILL ADVISE YOUR BRAND TO BECOME ONE?
How they will advise you
TO CREATE INTERESTING CONTENT ONLINE, that people would like to visit daily? Content that will not require so much media pressure?
The reason behind all these
crazy assumptions came to me AFTER I PAID CLOSER ATTENTION TO THE BEHAVIOUR OF MY OWN FANS AND FRIENDS ONLINE. Due to my blog I have a few and they are very diverse as a crowd.
What became apparent to me
was that the most of them, especially those who do not work for advertising/marketing ACTUALLY DON’T GIVE A SHIT ABOUT BRANDED CONTENT AT ALL. They never share it.
In their feed they are
constantly sharing things that are interesting, things that are funny, things that are unique, inspiring, news worthy etc etc.
Mostly they share things that
make them appear like a better version of themselves. They share content that will make them appear SMARTER FUNNIER PHILOSOPHICAL, ETC ALMOST NO ONE SHARES BRANDED CONTENT UNLESS IT IS A CONTEST AND THEY WANT TO WIN SOMETHING.
So ask yourself IS THIS
THE ONLY FUTURE that your brand has online? More incentives and more media pressure? Don’t you feel that things need to change? Don’t you think that your content needs to perform better for your brand? That somehow it needs to make you more interesting online and transform you to an actual publisher? A PUBLISHER THAT PEOPLE ACTUALLY WANT TO FOLLOW AND NOT BLOCK?
As I said at the
beginning of this presentation maybe I’m completely wrong but I really believe THAT IT IS TIME TO they way you do content strategy and they way you create content online. RETHINK
w THE thing you need
to do is to install an ad block... See what kind of content remains in your feeds, in youtube,etc Then you have to stop investing on the things that you don’t see, like prerolls, banners etc 1st
Then you need to move
away from your boring/annoying product announcements and your old ways of thinking AND START CREATING MEANINGFUL INTERESTING CONTENTFOR ALL YOUR FOLLOWERS ONLINE.
Authority: Power to influence or
command thought, opinion, or behaviour * YOU NEED TO BECOME AN ESTABLISHED AUTHORITY* ON VARIOUS SUBJECTS THAT ARE IN LINE WITH YOUR BRAND AND VALUES THAT PEOPLE WILL FIND INTERESTING, TO VIEW AND SHARE. I’m not saying stop your products announcements completely, but you need to mix them up with more valuable content. PEOPLE TEND TO COME BACK TO SOURCES OF VALUABLE INFORMATION, THEY DONT BLOCK THEM.
YOU NEED TO START THINKING
AS A REAL PUBLISHER AND NOT SO MUCH AS A PRODUCT SELLER. You need to understand that your content daily needs not only to be very interesting but that it needs to combat more effectively every piece of content that is out there (daily news, a new music video, a new funny cat video etc etc). You can’t do that by making only product announcements, ads, competitions and with the rise of ad blocks now you can’t even rely on media pressure.
w You also need to
stop feeding people with content online that they have already seen ages ago. YOU HAVE TO BE IN THE KNOW Don’t let your agency convince you that it is worth investing on something similar they have seen online. That piece of content will never fly. ORIGINALCONTENT TENDS TO PERFORM BETTER
As a brand manager/marketeer you
now have to pay close attention to the fact THAT THE MOST VIRAL CONTENT IS NOT BRANDED. THAT THE MOST VIRAL CONTENT ONLINE DOES NOT COME FROM AN AGENCY.
You need to understand THAT
THE MOST VIRAL CONTENT COMES FROM REAL PEOPLE, students, experimental film makers, illustrators, animators etc all desperately seeking to become famous . THOSE PEOPLE PUT SO MUCH MORE EFFORT IN THE CONTENT THEY PRODUCE!
Therefore in an era where
talent lives almost freely available on vimeo, youtube, behance, vine etc and their personal content there becomes truly viral without any media pressure. YOU NEED TO ASK YOURSELF WHY DO YOU STILL NEED TO USE AN AGENCY TO PRODUCE CONTENT?
WHY YOU DON’T TRY WORKING
DIRECTLY WITH ALL THESE TALENTED PEOPLE? They will probably ask you only for a fraction of what you currently pay your agency Most of them are not one hit wonders, they know what their doing. They keep producing amazing content over and over again. THEY HAVE A LOYAL FOLLOWING ONLINE OF ACTUAL HUMAN BEINGS NOT BOTS THAT YOU CAN USE TO YOUR ADVANTAGE. Do you know them? Does your agency want you to know them? HUGE
Ending, If I were you,
I WOULD ASK DIRECTLY THE INFLUENCERS that your agency recommends to you or the bloggers/websites that you visit daily...
How come they generate millions
of views with a fraction of what you pay? What do they do differently from you in terms of content strategy to attract people? Why they are so interesting online? How come their fans are constantly hungry for their updates? THEY ARE THE KINGS OF CONTENT NOT YOUR AGENCY! With their established experience they can certainly advise you better, on how to appear more interesting online. You only have to ask them!