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March 23, 2016

Sandeep Dighe, Brand Strategy Consultant

Today, everyone is king

Smart devices and easy access to the Internet have changed the world of content creation.

Every minute around 300 hours of content is uploaded to YouTube. That’s 1500 hours of new content available in the time it will take you to finish reading this article. On Instagram, more than 75 million active users post more than 80 million photos every day. site whois . And according to Time magazine, 2 million blog posts are written everyday. That’s a whole lot of content.

So how do brands survive and thrive in this new landscape when their traditional role as the content gatekeeper has forever changed?

Here’s how:

Push the boundary of your creativity 

Brands now have to work harder to stand out amongst the tsunami of content created every day. But this isn’t a bad thing. This new challenge of ‘content clutter’ is setting a new standard in creativity and quality. If brands are going to be noticed, the bar needs to be raised.

Without context all is lost

Ever retold a previously hilarious story only to be met with a blank and unentertained stare by your audience? This is a case of context gone wrong. The messages don’t resonate with your new audience, the setting is wrong, and the timing simply isn’t right. For anyone who thinks content is the only the king: Remember this story.

Authenticity is everything

It’s not okay for brands to just jump on the bandwagon. After all token gestures are a thing of the past. In this day and age a brand’s content needs to stem from and relate to its positioning, beliefs and reason for being. We’re not saying to ignore topical issues or cultural zeitgeists. We’re simply saying to always ensure your points of views and perspectives are showcased through the lens of your brand’s DNA.

Be the local everyone loves

Listen up global and national brands. Content and context working together in perfect harmony enables big and global or national brands to speak to local audiences in a hyper-relevant and meaningful ways. In today’s world of ‘geo-tagging’ and ‘extreme personalisation’ there’s no excuse for anything lost in translation.

We’ve all heard the old saying, ‘Content is King, and Context is Queen’. But the reality is without the Queen there is no King. And let’s face it; today everyone is King.

To reign supreme in the new content Kingdom, audiences demand creativity, context, authenticity and your unique point of view.

This article originally appeared on blog.marketing.org.nz


by Sandeep Dighe, Brand Strategy Consultant

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