Free ourselves from media, create content. Create good content. Any marketer can put stuff on Facebook, Twitter, YouTube, Slideshare, Flickr, a microsite or a company blog. Of course that’s also the problem. There’s a lot of crap out there. So we have to get good at making content: not just messages, but the kind that starts conversation and dialog, that gets talked about and passed on, and that invites customers to get involved and teach us how to make them happy.
This one is hard. It’s kind of like saying “just be awesome.” But I do believe you can learn from what has worked for your brand in the past, follow the trends of what is working in culture right now, and gobble everything up from people claiming to analyze what is spreading or building their business model around creating spreadable content.
Here’s the super sexy film (and results) we did for Philips 21:9 that won the Grand Prix at Cannes last year:
Learn human, natural conversation and teach it to clients. Brands often seem incapable of not talking about themselves. I’d say this is most evident in client briefs. Grant McCracken likens these brands to a drunk guy at a party going on and on about what he’s interested in. That kind of thinking doesn’t lead to work that spreads and it is getting ever more expensive to shout your messages at people by buying their attention. Plus it’s boring. Why do I want to waste my time working with those kinds of brands?
We have to partner with our clients to teach them how to generate discussion around topics that are meaningful to the community they want to establish. Or be meaningful, inoffensive contributors to communities that already exist. Only then can our brands gain the street cred they see other brands developing and truly be part of the conversation.