From the digital marketing scenario, we have come a full circle where the lopsidedness of media quantity has found its way back to media quality i.e. content vs media blocks and a million eyeballs. There is always this struggle between copy and art and generating interest in the fleeting digital passerby.
We often hear that faith can move mountains, Faith interestingly can also freeze the brain too. Considering the very mythology of belief, we need to be cognizant of the importance of balance. Often heard in various terms left and right brain balance. Balance between the head and the heart the balance between Gut and Logic. Balance between sensibilities and insanity.
Since 2004 to nearly 2012 FB was content immune from a media spend perspective, to a certain extent and the amount of media money defined the reach. When the era of content resonance started and better content and quality scores started playing a key role in the digital ecosystem of information.
In today’s world of all things digital, the demands on people’s time are more intense than ever. As marketers, we can shout, loudly and often, and hope someone hears us over all the background noise. Or we can capture people’s attention through truly creative work, and start engaging with them in a meaningful fashion by appealing to their hearts.
Recent joint campaign of Air BNB and art institute of Chicago, constructed around a meticulous recreation of Van Gogh’s bedroom as portrayed in one of his most famous paintings. Many Airbnb prospects are looking for more than just convenient, cost-effective digs. We also want a unique and immersive experience of place. In a splendid display of relevance, the ad speaks beautifully to this desire, while also building interest in the Art Institute’s special Van Gogh exhibit.
L’oreal Paris has long been an innovator in the makeup industry, with flashy lipsticks, subtle foundation, and a famous skincare range. But it’s the brand’s interactive Signature Faces content marketing that’s really caught our eye this time. Signature Faces uses artificially intelligent filters that allow you to test how different shades of lipstick would look on you, without having to leave the safety or comfort of your own home. So tech itself has inherent ability to be incredibly creative.
Vallentin Delluc gives his audience a master class in how to fly on skis, in a short but breathtaking film from Redbull. Video shows the athlete speed riding over a deserted French Alps resort. Featuring gorgeous videography and jaw-dropping stunts, this is hero-level content marketing. It’s exhilarating and has received more than 700,000 views, lots of audience engagement in the form of comments — and there’s total brand alignment. Red bull, after all, gives you wings.
Quality content given the plethora of media and pacing thumbs on the cursor has made the balance of content and reach, or the content being the king even more important … never to forget that context is the Kingdom.
Air the Gumption …. Heighten the sensibility and let logic be the wireframe and you have a winning content strategy out there.
Vincent Van Gogh
“Air the Gumption …. Heighten the sensibility and let logic be the wireframe and you have a winning content strategy out there.”