The document discusses the concept of 'supercontent,' emphasizing the need for brands to create meaningful connections with their audiences amidst modern challenges like content overproduction. It advocates for a central figure, referred to as the 'mastermind,' who coordinates content strategies by listening to audience needs while balancing brand identity. The document outlines that effective content requires continuous iteration and adaptability, suggesting the implementation of agile marketing processes followed by relevant principles to enhance brand-audience relationships.

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