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Content is king.

February 9, 2011

Being in the advertising and communications world, I often get asked by my family and friends what advertising I like the most and why. To me, it is much more than clever post work, a new technology, or a catchy jingle. And whether I am reading a blog, watching a TV spot (right who does that anymore), tweeting, or even looking at brand packaging on my favorite beverage, content is king.

This past Super Bowl is no exception. Sure I liked the Volkswagen Darth Vader spot and the Doritos finger licker, but for the most part, they all fell short. They weren’t clever, they didn’t make me think, laugh, or remotely want to buy what they are selling. And in the economic market we are still cruising through and the fact the world is moving more towards mobile and 140 characters or less thinking, I wanted short, sweet, and smart content.

With QR Codes, interactive video, and social media continuing to take its place in the communication du jour space, I am excited and a little concerned.

I don’t want to see effort ruined by poor writing, bad creative, and content best left in a trash can all because of the rush to try something new. Don’t excite me by putting a QR Code on your business card only to send me to your contact information…AGAIN. Don’t tease me with a great tweet and then drive me to a page that looks like I should be on a VIC-20 (young readers click the link, your flash drive has more memory.)

All in all the things we remember, enjoy, engage with, and ultimately own are because we made a connection with the content. There was something that stirred a response in us that made us take action.

What are some great or not-so-great examples you have seen recently?

 

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4 comments

  1. Couldn’t agree more Ike. The organizations that market using those Super Bowl Ads are too focused on entertaining and trying to be the most memorable for all the wrong reasons. Come on, compel me to buy your product or become interested in your brand BECAUSE of your brand, not because someone dreamed up some clever, witty commercial that may or may not have made me laugh.

    Remind me to give you one of my new business cards. It has a QR code on the back that sends visitors to a landing page with a video of me sharing three great tips about how to use online video. I think people have been enjoying it, but more importantly they have been connecting with me on a much deeper level.


    • Great comments. And yes, slide me a card. We haven’t ordered mine yet and we are thinking we may go that path.


  2. Great post Ike! The king can’t be content without a queen that knows how to distribute 🙂



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