Companies recognised the need for content a while ago – which was great. So, they did what they do with their products – set up “content factories” and created virtual assembly lines. The result (which many of them take pride in) – content is multiplying faster than termites. Anyone who has woodwork at home knows what that means – they have an infestation problem!
It’s time to clean the house. Buy a copy of “Spark Joy” by Marie Condo, follow the principles and throw out whatever doesn’t spark joy. Content is art (or at least used to be), so stop trying to mass produce it in a freaking factory.
Once the factory is sealed and the house is tidy and clean, heed these 3 obvious tips:
1. Question your existence
Who are you here to serve? What problems do you address? Why do you matter? What is your place in the universe? Why the f**k do you exist? Ok, maybe stop asking questions once they start flirting with metaphysics. Point is you need to know who you are and what you stand for. Find your voice!
2. Stereotype yourself
Brands are always trying to walk on a silk thread (and unsurprisingly perpetually faltering). They try to be balanced and neutral but the audience they are addressing is not neutral. People see the world through a coloured lens and white is not seen as white. So, while brands try hard to not get labeled, they invariably are.
My recommendation – screw neutral! Be opinionated. Have a point of view. Let people stereotype you. Those who follow you then will be fervent followers. Those who don’t, aren’t for you. Nurture your tribe. Stand up for them. Speak up for them. Love of a few is better than indifference of all.
3. Start attending Jazz concerts
But you like Bruno Mars? You probably hate jazz. I didn’t ask you to like jazz or develop a taste for it. But go to the concert and see what they do on stage. It’s called improvisation. They know their craft, they know their tune, but when they step on the stage, they set their creativity free. Every time they play the same track, it is fresh but familiar.
Promoting the same banner, message or content over and over doesn’t create brand recall, it creates brand blindness, maybe even brand revulsion. Get creative. Improvise.