See how, interestingly, if you combine information & function & visual form without story, you get “boring”. Something that looks good but isn’t that interesting.
Similarly, if you combine visuals, information & story without considering functionality and your goal, you get something useless.
Archives For content strategy
Without a captive audience then, there\’s no such thing as \’advertising\’ any more. Adverts are no longer separate, rarified entities that can be held in higher mystique by ad-land creatives – they\’re just a piece of content that may or may not be found by a consumer seeking to be entertained or informed. And, frankly, it needs to be good, interesting and relevant content if you want anyone to pay attention to it.
The most important question for content marketers and ad execs is not an existential one – is what we are creating content marketing or advertising – but one of utility: Is what we are creating helpful to consumers who are seeking information or entertainment to meet their own interests and needs?
Whether a content marketer or advertiser, those that can answer in the affirmative will surely excel in the increasingly blurry world of content marketing and advertising.
Every piece of communication that companies create is potentially an asset that can be shared. Every piece of communication can help dimensionalize a company, further define its brands and tighten bonds with customers. But very few have that kind of macro perspective on and exposure to all the content they produce. At larger companies, which are often siloed and matrixed, few people even think about the kinds of content that can be shared with customers.