Content is important. Without it, I’d be out of a job. Thanks to Wieden + Kennedy, I learned a few ways to not only keep that job, but do it better.
W+K’s Global Executive Creative Director Colleen DeCourcy spoke at the Mirren Live Conference last week about fostering a culture of creativity, innovation and growth. And while there are a lot of things agencies should and need to do to stay relevant, generating meaningful content is perhaps the most pressing.
As I’m writing this blog, I’m checking my phone for texts, emails and social updates. I keep my shopping list, medical info and photos on it. And each night before bed, I check in on my nine-month-old daughter in her crib from my Nest app.
Phones aren’t just a way of life – they are life. And creating compelling, shareable content for those phones is what brands must master to stay connected.
Colleen shared a few tips and mindset shifts to create this content in an unforgettable way:
- Design content to serve a need, not just your own goal. The story should be so pointed at addressing an issue that, in an ideal world, users won’t know the difference between ads and the editorial content they’re seeking.
- Find the human truth. We’re living in the age of data, giving us a fuller understanding of humanity. If you can use a journalistic approach to unfold that data and dig deeper, you can find the unusual human truths behind every trend, topic or cultural hot button. And that equals amazing content.
- This segues nicely into the next lesson: make people feel something. Advertising 101, right? The best stories connect in a human way, and this meaning matters far more than the medium it’s delivered through. Make your content beg these questions:
- What’s happening?
- How can I be a part of it?
- How does it end?
- Adopt a showrunner mentality. Showrunners are ringmasters, often co-creators of a program whose duties also include those of writers, an executive producer, editors and other day-to-day operations. Assemble a nimble team to take the story from concept to creation like a showrunner would.
- If you make it, it will make you. Content increases a consumer’s intent to purchase, and 60% of brands said content led to increased ROI. Great content pays its rent.