Let's start with what it is. Our definition of content is
"any form of messaging that connects a consumer to a brand". While
there is good and bad content, what we're interested in is
thegood content that will help our clients'
At MediaCom, we like to say that content needs to do one,
two or all three of these things: inform, involve or entertain.
That might be a detailed print advertorial, a branded Snapchat
filter, or - as my son showed me - an average teenager
Daniel on his shoes, watched
more than 13 million times and which inadvertently
sales of white Vans soaring.
However, simply creating good content isn't enough.
Content works hardest when you create it with the
connection in mind.
This means respecting the relevant user behaviour and
creative conventions of the platform - as demonstrated by Buzzfeed.
It can be as simple as planning for "no sound" and "vertical video"
on Facebook, or as sophisticated as understanding the more personal
but less "polished" content required for "Dark Social" channels -
as revealed by Jox Petiza.
Whatever you do, content needs to fulfil the marketing
purpose it is designed for. Even if you succeed in making a video
"go viral", AOL's Jimmy Maymann explains it may not help your
brand. A clear understanding of your brand, what it can and can't
do, and the role it plays in consumers' lives are the bedrock in
which great branded content is built - as emphasised by Nick Palmer
when explaining the need to put the "brand back in branded
What makes this world even more interesting is that what
constitutes our definition of content is always evolving. It can
even be represented by this magazine cover, which we're asking you
to "make." No, we're not taking this co-creation trend a little too
far; we're just emphasizing the point that with the recent craze
adult coloring books (12 million
books sold in 2015), content that entertains, involves or informs
can come from anywhere.
So enjoy this issue of BLINK: we hope you find our take on
the theme informative, the cover involving and some of the articles
more than a little entertaining.