the online content kingdom. first thought...

So, you’ve heard the one about the chicken and the egg? Well then you’ll know no one’s been able to crack it. Which is true for a number of brands trying to tap into the online content scene. So what does come first? The compelling engaging content hoping to draw numbers of adoring viewers? Or the huge number of viewers hoping to be engaged by their adored brand? Actually it can work both ways, but what you’ll find is even the most loved brands have to produce an outstanding piece of content to impress their viewers. Go out with the wrong message in the wrong format or environment and the brand can lose credibility faster than you say “egg on your face”.

The big considerations with content is much the same as any media. Audience. Format. Distribution. Advertisers also need to think about the value to them for producing and distributing content and how to measure the success of their content piece. The burning questions will be, what ROI has it delivered or has as it opened up new opportunities for us?

If you’re going to embark on a content lead campaign you need to know what material, tone of voice, visual stimulus and primary message your want your content to hold. Be mindful of who will be viewing your content and manage their expectations in regards to a ‘quick fling’ contact, or a long lasting relationship. The approach you choose will determine other factors, like are you, your website and source of material, geared up for the long haul. Or if you just want a short and sweet encounter with the audience, how do you communicate this up front? What is your exit strategy (and that applies to both long and short term content exposure).
As long as we abide by the laws of his land, then we’ll all be in for a long and fruitful life in the Content Kingdom. Long live the King!